Framing (communication theory)
From Wikipedia, the free encyclopedia
In communication theory, and sociology, framing is a process of selective control over media content or public communication. Framing defines how a certain piece of media content or rhetoric is packaged so as to allow certain desirable interpretations and rule out others. Media frames can be created by the mass media or by specific political or social movements or organizations. The concept is generally attributed to the work of Erving Goffman, especially his 1974 book, Frame analysis: An essay on the organization of experience.
Experts in this area include George Lakoff who has written Moral Politics and Don't Think of an Elephant on this subject as applied to politics (his earlier work, Women, Fire, and Dangerous Things: What Categories Reveal About the Mind also looks at framing, but from a more academic point of view).
In politics, Lakoff points to an example of framing in the phrase "tax relief." The use of the word "relief" implies a notion that taxes put strain on the citizen.
Another example of framing is the word "progressive" to describe left-wing politics. The word "progressive" implies an improvement, or a step forward, and therefore suggests that right-wing politics are a regression or a step back.
Other examples are the phrases "Pro-Life" (which implies its opponents are "anti-life" or "pro-death"), "Pro-Choice" (which implies its opponents are "anti-choice" or "pro-compulsion"), anti-immigrant (which implies the people this term is applied to are against individual immigrants as opposed to being against immigration.), and "Reality-based community". (which implies that its opponents are unrealistic)
Terms which frame debate seek to limit the possibilities of discourse by setting the vocabulary and metaphors by which an issue can be discussed. In Lakoff's view, framing cannot be avoided—it is an inherent part of political speech—but it should be done consciously.
According to Klandermans, a sociologist, the "social construction of collective action frames," involves "public discourse, that is, the interface of media discourse and interpersonal interaction; persuasive communication during mobilization campaigns by movement organizations, their opponents and countermovement organizations; and consciousness raising during episodes of collective action." (1997: p. 45)
See also
References
- Goffman, Erving. 1974. Frame Analysis: An Essay on the Organization of Experience. London: Harper and Row.
- Klandermans, Bert. 1997. The Social Psychology of Protest. Oxford: Blackwell.
- Cutting, Hunter and Makani Themba Nixon. 2003. Talking the Walk: A Communications Guide for Racial Justice." San Francisco: We Interrupt This Message:
External links
- Curry, Tom. 2005. "Frist chills talk of judges deal (Page 2)." The question in the poll was not framed as a matter of whether nominee ought to get an up-or-down vote. And that framing of the issue, Republican strategists believe, is the most advantageous one... MSNBC.com.
