Framing Theory Lecture Notes

Introduction to Framing Theory

• Usage: Primarily used in analyzing news media, also applicable to film, advertising, and social media.
• Frames are abstractions used to organize or structure message meaning.
• Influence: Frames can influence audience perception.
• Related Theory: Often used with agenda-setting theory (Maxwell McComb).

News Framing

• Definition: How media packages and presents information to the public.
• Purpose: Media can focus attention on certain events/issues, placing them in a context to influence interpretation.
• Selective Influence: Media exercises influence over how people view reality by highlighting certain events.

Sociological Framing

• Focus: Words, images, phrases, and presentation styles used by communicators.
• Influences: Social norms, values, organizational pressures, journalistic routines, and ideological orientations.
• Advertising Example: E.g., "20% fat" vs. "80% fat-free" yogurt.

Types of Framing

• Positive Framing: Presenting message in a positive light.
• Negative Framing: Presenting message in a negative light, e.g., propaganda.
• Audience Targeting: Different frames for different audiences (example of Fox News).

News Values in Framing

• Proper Use: Timeliness, significance, prominence, proximity, oddity, consequence.
• Wrongful Use: Media bias, spin, unsubstantiated claims, opinion as fact, slants, omissions, flawed logic.

Psychological Framing

• Episodic vs. Thematic News Frames:
  • Episodic: Focuses on specific events.
  • Thematic: Focuses on general outcomes/conditions.
• Example: Different media coverage of Ukraine conflict.

Concepts Associated with Framing

1. Journalists' Role: Selection and presentation of topics.
2. Audience Interpretation: Audiences interpret through personal frames.
3. Frame Reinforcement: Frames are reinforced upon being evoked.
4. Frame Building: Systematic process over time.

Main Proponents of Framing Theory

• Irving Goffman: Published "Frame Analysis" in 1974.
  • Primary Frameworks: Natural vs. Social frames.
• Todd Gitlin: Focused on selection, emphasis, and exclusion in framing.

Theoretical Models of Frame Theory

• D'Vries (2005): Focus on framing in newsrooms.
• Pan and Kosicki (1993): News discourse effects.
• Kress and Van Leeuwen: Framing in semiotics, media design elements.

Conclusion

• Applications: Across media design such as newspapers and magazines.
• Further Discussion: Encouraged to subscribe for more on media theory.