Framing (social science)

In the social sciences, framing comprises a set of concepts and theoretical perspectives on how individuals, groups, and societies, organize, perceive, and communicate about reality. Framing involves social construction of a social phenomenon – by mass media sources, political or social movements, political leaders, or other actors and organizations. Participation in a language community necessarily influences an individual's perception of the meanings attributed to words or phrases. Politically, the language communities of advertising, religion, and mass media are highly contested, whereas framing in less-sharply defended language communities might evolve imperceptibly and organically over cultural time frames, with fewer overt modes of disputation.

Framing itself can be framed in one of two ways, depending on whether one chooses to emphasise processes of thought or processes of interpersonal communication. Frames in thought consist of the mental representations, interpretations, and simplifications of reality. Frames in communication consist of the communication of frames between different actors.

One can view framing in communication as positive or negative – depending on the audience and what kind of information is being presented. Framing might also be understood as being either equivalence frames, which represent logically equivalent alternatives portrayed in different ways (see framing effect) or as emphasis frames, which simplify reality by focusing on a subset of relevant aspects of a situation or issue. In the case of "equivalence frames", the information being presented is based on the same facts, but the "frame" in which it is presented changes, thus creating a reference-dependent perception.

The effects of framing can be seen in many journalism applications. With the same information being used as a base, the "frame" surrounding the issue can change the reader's perception without having to alter the actual facts. In the context of politics or mass-media communication, a frame defines the packaging of an element of rhetoric in such a way as to encourage certain interpretations and to discourage others. For political purposes, framing often presents facts in such a way that implicates a problem that is in need of a solution. Members of political parties attempt to frame issues in a way that makes a solution favoring their own political leaning appear as the most appropriate course of action for the situation at hand.

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