Framing Theory Lecture Notes

Introduction to Framing Theory

• Definition: Framing theory is used to analyze how media and other forms of communication package messages to influence audience perception.
• Uses: Commonly applied to news media, but also used in film, advertising, and social media.

Key Concepts

What is Framing?

• Frames: Abstractions to organize or structure message meaning.
• Influences audience perception, working alongside agenda-setting theory.

News Framing

• Purpose: Media packages information to present it within a particular context.
• Effects: Encourages or discourages certain interpretations, influencing public perception of reality.

Sociological Framing

• Focuses on the use of words, images, phrases, and presentation styles in communication.
• Influences of social norms, values, organizational pressures, interest groups, and political orientations.

Psychological Framing

• Studies the effects of media frames on audience perceptions.
• Example: Iyengar's research on episodic vs. thematic news frames.

Types of Framing

• Positive Framing: Presents information in a positive light.
• Negative Framing: Puts messages in a negative light.

Application and Examples

In News Media

• Different media outlets may frame the same event differently based on their target audience.
• Example: Different coverage of the same event for different audiences (e.g., Fox News Latino vs. American audience).

In Advertising

• Example: Presenting yogurt as either 20% fat or 80% fat-free.

In Political Messaging

• Politicians may frame messages to gain public acceptance.
• Example: Different framing of same political events or policies by media outlets.

Construction and Biased Framing

• Media bias can result from spin, slants, omissions, and flawed logic.
• Example: Coverage differences in Western vs. Russian media during Ukrainian conflict.

Theoretical Background

Irving Goffman's Frame Analysis

• Published "Frame Analysis" in 1974.
• Distinguishes between natural and social frames.

Todd Gitlin's Theories

• Frames built through selection, emphasis, and exclusion.
• Influences focus on included vs. excluded messages.

Other Models

• Reese (2005), Pan and Gozinski (1993), Kress and van Leeuwen's semiotic framing models.

Applications in Media Design

• Frames used in design to indicate the importance or sponsorship of content (e.g., boxed stories in newspapers).

Conclusion

• Framing theory is a multi-faceted tool for understanding media influence on public perception.

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