Framing

Definition

Framing is a communication theory concept that refers to the way information is presented and organized to shape audience perceptions and interpretations. It influences how individuals perceive issues, events, or people by highlighting specific aspects while downplaying others, ultimately guiding public discourse and societal perceptions.

5 Must Know Facts For Your Next Test

1. Framing can significantly affect public opinion by emphasizing certain aspects of an issue, leading audiences to interpret it in specific ways.
2. Media outlets often use framing to shape narratives around social issues, political events, and cultural phenomena, influencing societal norms and beliefs.
3. Different frames can lead to different interpretations of the same event, illustrating how powerful framing can be in shaping public perception.
4. Framing is not just about what is covered but also about how it is presented; language choice, imagery, and context all play key roles.
5. The effectiveness of framing relies on cultural contexts and existing beliefs, meaning that frames resonate differently with diverse audiences.

Review Questions

• How does framing influence public perception of social issues?
  • Framing influences public perception by highlighting certain aspects of social issues while downplaying others. For example, a news story about immigration may focus on economic contributions made by immigrants, creating a positive frame that encourages support for immigration reform. Conversely, if the frame emphasizes crime associated with immigration, it can foster fear and opposition. This selective emphasis shapes how audiences understand and respond to social issues.
• In what ways can framing affect the portrayal of marginalized communities in the media?
  • Framing can greatly affect the portrayal of marginalized communities by shaping narratives around them. For instance, if media coverage frames a community primarily through the lens of crime or poverty, it can perpetuate negative stereotypes and bias in public perception. On the other hand, positive framing that highlights achievements and contributions can promote understanding and support for those communities. This dual potential demonstrates the responsibility of media in influencing societal attitudes towards marginalized groups.
• Evaluate how framing intersects with agenda-setting and priming in shaping political discourse.
  • Framing intersects with agenda-setting and priming by creating a comprehensive approach to how issues are presented in political discourse. While agenda-setting determines which issues are prioritized in public discussions, framing shapes the narrative surrounding those issues. Priming then influences how audiences evaluate political figures based on these framed discussions. Together, these processes create a powerful system where media not only informs what people think about but also how they think about those topics, ultimately affecting political opinions and behaviors.

Related terms

Agenda-Setting: The process through which the media influences the importance placed on topics of the public agenda by selecting certain issues to highlight.

Priming: The psychological process by which exposure to media content influences the standards by which people evaluate political figures or issues.

Media Bias: The perceived or real tendency of journalists and news producers to select certain stories or perspectives over others, impacting the fairness and objectivity of reporting.