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Framing Theory: Shaping Perception Through Media

Framing Theory: Shaping Perception Through Media

In the vast world of communication studies, theories help us understand how messages are created, interpreted, and influence society. Communication theories explore the processes, tools, and impacts of information exchange across different platforms. One such influential theory is Framing Theory, which focuses on how media and communicators shape public perception by highlighting certain aspects of a message while ignoring others. Framing does not only tell audiences what to think about but also how it goes a step further to suggest how to think about it.

Gregory Bateson introduced the concept of framing in 1972, who defined psychological frames as the “spatial and temporal bounding of a set of interactive messages.” This concept was later expanded by scholars like Erving Goffman, whose work Frame Analysis (1974) became foundational in understanding how individuals use mental frameworks to interpret events. The theory shares roots with agenda-setting theory, which examines how media decides the importance of issues.

However, framing moves beyond agenda-setting by focusing on the essence and context of those issues. Robert Entman, a key figure in modern framing research, emphasized that framing involves selection and salience—choosing some aspects of reality and making them more noticeable in communication.

How Framing Theory Works

Framing theory suggests that the way information is presented—its “frame”—influences how people understand and react to it. These frames act as organizing principles or abstractions that structure meaning. Robert Entman, who is a leading scholar in framing theory, proposed that effective frames perform four core functions in communication. These functions help shape how audiences interpret and respond to messages. The four functions are:

  1. Define Problems: This involves identifying what a problem is and why it matters. For example, a news report may define climate change as a global emergency, framing it as an urgent issue requiring attention.
  2. Diagnose Causes: Once the problem is defined, the frame suggests who or what is responsible. In the case of climate change, the frame might point to industrial pollution, government inaction, or unsustainable consumption patterns.
  3. Make Moral Judgments: Frames often include evaluations of those involved. They may suggest that certain behaviors are unethical or unjust, such as blaming oil companies for prioritizing profit over the planet.
  4. Suggest Remedies (Treatment Recommendations): Finally, frames offer solutions or courses of action. These may include policy changes, public awareness campaigns, or technological innovations.

Also, according to Goffman, people rely on primary frameworks:

  • Natural frameworks interpret events as physical occurrences, independent of human influence
  • Social frameworks view events as the result of human actions and motivations.

Real-Life Examples of Framing

Real-Life Example: Framing in the Case of Palestine

The media often frames the situation in Palestine in different ways, which affects how people understand the conflict.

  1. Some news reports use the conflict frame, showing it as a fight between two equal sides, without explaining the power difference.
  2. Others use the responsibility frame, blaming only the Palestinian side while ignoring the role of occupation and blockade.
  3. The human-interest frame is used when stories show the suffering of Palestinian families, especially women and children, to create empathy.
  4. Some media apply the morality frame, questioning whether military actions against civilians are ethical.

These different frames can lead audiences to see Palestinians as either victims or aggressors, even when the facts are the same. This shows how framing can strongly shape public opinion.

Framing Theory is a powerful lens for understanding media influence. By not only selecting what to present but also how to present it, communicators shape audience perceptions, attitudes, and behaviors. Recognizing the use of frames in everyday communication helps individuals become more critical consumers of media and more responsible communicators themselves. As the media continues to act as society’s gatekeeper, framing remains a vital tool for both analysis and awareness in the communication field.

Reference

Arowolo, S. O. (2017). UNDERSTANDING FRAMING THEORY. researchgate, 1-4.

Written by: Thrya Abdulraheem Motea Al-aqab

Edited by: Meigitaria Sanita