Framing theory

Definition

Framing theory is a communication concept that explains how the presentation of information influences perception and interpretation. It emphasizes the idea that the way news is framed can shape audiences' understanding, attitudes, and opinions about issues, events, and individuals. This concept plays a crucial role in understanding media landscape and news values as it determines which aspects of a story are highlighted or downplayed, ultimately affecting public perception.

5 Must Know Facts For Your Next Test

1. Framing theory highlights that media outlets can shape narratives by emphasizing specific angles or aspects of a story, which can lead to different public interpretations.
2. Different frames can evoke varying emotional responses from audiences, influencing how they engage with and react to information.
3. The framing of issues in news coverage can affect public policy discussions by directing attention toward certain perspectives while obscuring others.
4. Framing theory underscores the importance of language choices in media, as the words and phrases used can greatly impact audience perception.
5. Research in framing theory often explores how social and cultural contexts can influence the effectiveness of different frames in media messaging.

Review Questions

• How does framing theory help explain the way news organizations select and present stories to their audiences?
  • Framing theory helps explain that news organizations choose specific angles to highlight within their stories, which shapes how audiences perceive those events. By emphasizing certain details or narratives, these organizations can influence public opinion and understanding of the issues presented. The selection of frames often reflects the underlying values and priorities of the media outlet, ultimately affecting the audience's interpretation.
• Analyze the impact of framing on public perception of social issues, providing examples of different frames used in media coverage.
  • Framing can significantly impact public perception of social issues by presenting them through various lenses. For instance, coverage of climate change can be framed as an urgent crisis necessitating immediate action, or alternatively as an economic opportunity for innovation and growth. These different frames will lead audiences to form distinct opinions on the importance and urgency of addressing climate change based on how it is presented in the media.
• Evaluate the implications of framing theory for public relations practitioners when crafting messages for diverse audiences.
  • Framing theory has critical implications for public relations practitioners as they must carefully consider how their messages are structured to resonate with diverse audiences. Understanding which frames are most effective for specific groups allows PR professionals to shape perceptions and influence opinions strategically. By analyzing cultural contexts and audience values, PR practitioners can tailor their communications to align with the desired frames that will generate support and engagement from targeted demographics.

Related terms

Agenda-setting: The theory that suggests media doesn't tell us what to think but what to think about by prioritizing certain topics.

Priming: A process by which media content influences the criteria by which audiences evaluate political leaders or issues.

News Values: The criteria used by journalists and news organizations to determine which stories are newsworthy and should be reported.