Transcript FRAMING THEORY

FRAMING
THEORY
BY: LIDWINA NEWAKA
Framing Theory
• The Basics. Framing theory and the concept of
framing bias suggests that how something is
presented (the “frame”) influences the choices
people make.
• Thus the way a decision was presented or “framed”
affected the choice people made.
• “Communication itself comes with a frame. The
elements of the Communication Frame include: A
message, an audience, a messenger, a medium,
images, a context, and especially, higher-level
moral and conceptual frames. The choice of
language is, of course,because language evokes
frames — moral and conceptual frames
DEFINITION OF
FRAMING THEORY
• Media framing is referred to as, the process by
which an issue is portrayed in the news media.
Media frames provide boundaries around a news
story or entertainment broadcast, and determines
what is and is not newsworthy.
• Media framing is referred to as, the process by
which an issue is portrayed in the news media.
CONTINUE………..
• How the news media frame public issues is critical to
final resolution of public problems.
• People are told what to think by the media. And
the vast majority of people obediently think as they
are told. It is said to be as simple as human nature.
The media sorts out the issues in life for us. It offers us
safe, often comforting opinions that appear to be
the consensus of the nation.
HISTORY OF FRAMING
THEORY
• Gregory Bateson, anthropologist who first used the term
“frame” in 1955 to refer to two key aspects of
communication: First, that frames are cognitive models
that allow a person to interpret and evaluate a
message. In Bateson’s case, the cognitive models that
particularly interest anthropologists are cultural
understandings, those that are shared, durable, and
have motivational force.
EXPONENTS OF THE
THEORY
• Communications scientist Robert Entman (1993)
states that, “Journalists may follow the rules for
objective reporting and yet convey a dominant
framing of the news that prevents most audience
members from making a balanced assessment of a
situation.”
• Fairhurst and Sarr (1996)
• Tversky and Kahneman's 1981 Asian disease
problem, which consistently yielded strong effect
sizes for framing.
CORE ASSUMPTIONS
AND STATEMENTS
• Core: The media draws the public attention to
certain topics
• The way in which the news is brought, the frame in
which the news is presented, is also a choice made
by journalists.
• The media draws the public attention to certain
topics, it decides what people think about, the
journalists select the topics.
APPLICATION OF THE
THEORY
• THROUGH INDEPTH INTERVIEWS
• NEWS PROVIDED BY THE MEDIA
RESEARCH CONDUCTED
AFTER THIS THEORY
• Framing has become important in the social sciences.
• Conception of Framing processes can be found in
Cognitive Psychology (Bateson 1972, Tversky &
Kahneman 1981), Lingusitics and discourse Analysis
(Tannen 1993, Van Dijk 1997), Communication and
Media Studies ( Pan & Kosicki 1993, Schon & Rein 1994,
Triandafyllidou & Fotiou 1998).
• The frame concept and kindred processes have been
applied analytically and explored emperically in
sociology as well because of the influence of Goffman’s
(1974) book on the topic.
• Janneke Joly’s paper on “Framing and the Maintenance
of Stable Solidary Relationships” reviews a number of the
extensions:
•
REFERENCES
• Deetz, S.A., Tracy, S.J. & Simpson, J.L. (2000). Leading
organizations. Through Transition. London, Thousand Oaks:
Sage.
• Fairhurst, G. & Star, R. (1996). The art of Framing. San Francisco:
Jossey-Bass.
• Semetko, H. A., & Valkenburg, P. M. (2000). Framing European
politics: A content analysis of press and television news.
Journal of Communication, 50, 93-109.
• Overview of agenda setting research in Journal of
Communication (1993). Symposium: agenda setting revisited.
43(2), 58-127.
• http://www.jstor.org/stable/223459?seq=1#page_scan_tab_c
ontents
• http://www.csun.edu/~rk33883/Framing%20Theory%20Lecture
%20Ubertopic.htm