Frame

Definition

A frame is a conceptual structure that influences how information is interpreted and understood, shaping perceptions by highlighting certain aspects while downplaying others. This selective emphasis can significantly affect audience reactions and opinions, especially in media narratives where specific frames can steer public discourse and influence societal attitudes.

5 Must Know Facts For Your Next Test

1. Frames can be found in various forms of media, including news articles, social media posts, and advertisements, each affecting how audiences perceive messages.
2. Different frames can lead to vastly different interpretations of the same event or issue, showing how powerful framing can be in shaping public opinion.
3. Framing theory suggests that individuals are not passive consumers of information; instead, they actively construct meaning based on the frames presented to them.
4. The choice of frame can influence emotional responses, such as fear or hope, significantly impacting how audiences relate to the information being conveyed.
5. Framing is essential in political communication, where politicians often use specific frames to garner support or persuade audiences regarding policies and actions.

Review Questions

• How do frames influence audience perception and interpretation of information?
  • Frames shape how audiences understand and interpret information by emphasizing certain aspects while minimizing others. This selective focus can steer public discourse and impact opinions on various issues. For instance, if a news article frames a protest as a 'riot,' it can evoke fear and negative perceptions, whereas framing it as a 'peaceful demonstration' promotes empathy and support.
• In what ways are framing effects related to agenda-setting in media communication?
  • Framing effects and agenda-setting are interrelated concepts in media communication. While agenda-setting focuses on which issues are deemed important by the media and brought to the public's attention, framing deals with how those issues are presented. The way an issue is framed can influence public perception about its significance, thereby reinforcing or altering its position on the public agenda.
• Evaluate the role of cognitive bias in relation to framing and its impact on audience interpretation.
  • Cognitive bias plays a significant role in how framing impacts audience interpretation. People often rely on mental shortcuts influenced by existing beliefs and experiences when processing information. As frames highlight specific aspects of an issue, cognitive biases can reinforce these perceptions, leading individuals to accept framed narratives without critically analyzing opposing views. This interplay between cognitive bias and framing can create polarized opinions, as individuals become entrenched in their interpretations based on the dominant frames presented to them.

Related terms

Framing Effects: The impact that the way information is presented (the frame) has on audience interpretation and decision-making.

Agenda-Setting: The media's ability to influence the importance placed on the topics of the public agenda, closely related to how issues are framed.

Cognitive Bias: The systematic patterns of deviation from norm or rationality in judgment, often influenced by frames that shape perception and interpretation.