Framing Theory | Unveiling the Power of Media Perception

In the vast landscape of Media and Communications, the concept of “Framing” plays a pivotal role. It shapes the way we perceive information and then makes sense of the world around us. Framing Theory is not just about the images and words we see and hear. Thus, it’s about how those images and words are presented. Therefore, emphasising certain aspects while downplaying others. This article sheds light on the theories and concepts of Framing. It further explores its significance in media messages, public opinion, and social discourse.

Defining Framing Theory: A Lens for Perception

Framing, at its core, is the deliberate process of selecting and highlighting certain aspects of an issue while excluding others in order to shape the audience’s perception. It acts as a cognitive lens through which individuals make sense of information. In his seminal work, Entman (1993) defines Framing as “the process of culling a few elements of perceived reality and assembling a narrative that highlights connections among them to promote a particular interpretation“.

The Power of Media Framing

Shaping Public Perception

Media frames are not just neutral presentations of facts. They are potent tools that influence how we interpret events and issues. Goffman (1974) introduced the concept of “Frame Analysis,” emphasising how media representations affect our understanding of social reality.

Consider news coverage of a protest. They have a choice of focusing on either the peaceful demonstrators or acts of violence that may occur. Therefore, the media can shape public opinions about the event’s overall nature and purpose.

Agenda Setting & Gatekeeping

Framing Theory is closely tied to media’s Agenda Setting Theory (McCombs & Shaw, 1972). The media decide which topics to cover and how to present them. Thus, influencing what issues gain prominence in public discussions. Also, the theory links with Gatekeeping Theory (Shoemaker & Vos, 2009) which reinforces this idea. Gatekeeping suggests that media professionals act as gatekeepers who then decide which information reaches the public. Thus, influencing public opinion formation.

Types of Frames

Episodic vs. Thematic Framing

One fundamental distinction in Framing is between Episodic and Thematic Framing (Iyengar, 1991). Episodic, focuses on individual events or cases, often neglecting broader contexts. While Thematic, highlights underlying issues, trends, or causes. Consider coverage of a poverty-related story. Episodic Framing would focus on a single family’s struggles. While, Thematic Framing would delve into systemic factors contributing to the larger issue of poverty.

Conflict, Human Interest & Economic Frames

Different types of frames serve various purposes. Conflict frames emphasise disagreements and opposition, often dramatising events. Human interest frames personalise stories to evoke emotions, drawing audiences in. Economic frames emphasise financial aspects, appealing to rational analysis. These frames are not mutually exclusive; they can then coexist and evolve within a single story (D’Angelo & Kuypers, 2010).

Media Effects & Framing Theory

Framing Effects on Perception

Framing Theory effects influence how audiences interpret and remember information. Research by Kahneman and Tversky (1984) reveals that people’s choices are sensitive to how options are then presented. Thus, highlighting the significance of this theory in decision-making processes. This translates into media framing’s ability to shape public attitudes and behaviours. This can include attitudes towards social issues or also political candidates. Also, even the use certain words can trigger mental processes associated with that word. This can be explored further in Frame Semantics.

This is not to be confused with Priming Theory. Both concepts play crucial roles in media manipulation, persuasion, and the way individuals interpret information in the media. Framing is about presenting information in a particular way to influence how the audience perceives an issue. However, Priming is about activating mental constructs or associations that can influence subsequent perceptions and behaviors without the individual being consciously aware of the influence.

Cultural & Psychological Factors

Cultural background and psychological predispositions affect how individuals interpret frames. Individualism vs. Collectivism, for instance, can shape whether a frame emphasising personal responsibility or societal factors resonates more with audiences (Nisbett, 2003). Cultural theories like Hofstede’s Dimensions (1980) shed light on how Framing strategies might differ across cultures.

The Social & Political Implications of Framing Theory

Framing & Political Discourse

Framing is particularly significant in political communication. Media frames can reinforce or challenge dominant ideologies, influencing public support for policies or candidates. Gamson and Modigliani’s (1989) “Societal Level” of Framing emphasises how media contribute to constructing a shared understanding of societal issues. Politicians and interest groups strategically frame messages to then align with their goals.

Media Bias & Partisanship

Framing can lead to Media Bias, unintentional or otherwise. Selective emphasis on certain aspects of a story can favour specific perspectives, leading to polarised interpretations. Entman (2007) argues that media bias often stems from routine journalistic practices like sourcing and deadlines. Thus, resulting in biased Framing that perpetuates over time.

Media Literacy & Beyond

Developing Media Literacy

Understanding Framing Theory is essential for media literacy. By recognising different frames, audiences can critically assess information and discern underlying motives. Navigating the complexities of the theory empowers individuals to be more informed consumers of media content. Therefore, engage in well-rounded discussions (Livingstone, 2004).

Conclusion

As media landscapes evolve with technological advancements, the study of Framing Theory continues to be crucial. Analysing how social media platforms, with their algorithms and user-generated content, shape frames presents an exciting avenue for research. Also, Framing serves as a lens that shapes how we perceive the world. It can then influence public opinion, policy decisions, and societal norms. Understanding this theory is not just a scholarly pursuit. Moreover, it’s a crucial tool for media literacy and informed citizenship.

References

D’Angelo, P., & Kuypers, J. A. (2009). Doing News Framing Analysis: Empirical and Theoretical Perspectives. Routledge.

Entman, R. M. (2012). Scandal and Silence: Media Responses to Presidential Misconduct. Wiley-Blackwell.

Entman, R. M. (1993). Framing: Toward Clarification of a Fractured Paradigm. Journal of Communication, 43(4), 51-58.

Gamson, W. A., & Modigliani, A. (1989). Media Discourse and Public Opinion on Nuclear Power: A Constructionist Approach. American Journal of Sociology, 95(1), 1-37.

Goffman, E. (1974). Frame Analysis: An Essay on the Organization of Experience. Harvard University Press.

Hofstede, G. (1980). Culture’s Consequences: International Differences in Work-related Values. Sage.

Iyengar, S. (1991). Is Anyone Responsible?: How Television Frames Political Issues. University of Chicago Press.

Kahneman, D., & Tversky, A. (1984). Choices, Values, and Frames. American Psychologist, 39(4), 341-350.

Livingstone, S. (2004). Media Literacy and the Challenge of New Information and Communication Technologies. The Communication Review, 7(1), 3-14.

McCombs, M. E., & Shaw, D. L. (1972). The Agenda-Setting Function of Mass Media. Public Opinion Quarterly, 36(2), 176-187.

Nisbett, R. E. (2003). The Geography of Thought: How Asians and Westerners Think Differently… and Why. Simon and Schuster.

Shoemaker, P. J., & Vos, T. P. (2009). Gatekeeping Theory. Routledge.