Introduction to News Framing

News framing is a critical concept in media and communication studies, shaping how information is presented and interpreted by audiences. It involves the selection and emphasis of certain aspects of a perceived reality, influencing how individuals perceive and understand events, issues, or topics. Framing goes beyond merely reporting facts; it structures the narrative in a way that promotes specific interpretations and evaluations.

The significance of news framing has been increasingly recognized in scholarly research. Studies have shown a substantial rise in framing-related articles in leading journals such as the Journal of Communication and Political Communication. This surge underscores framing’s pivotal role in shaping public discourse and opinion.

Framing, Agenda Setting, and Priming: Understanding the Differences

While framing is a distinct concept, it is often discussed alongside agenda setting and priming. Understanding the nuances among these theories is essential for grasping the full impact of media on public perception.

Agenda Setting

Agenda setting refers to the media’s ability to influence the importance placed on topics of the public agenda. The seminal study by McCombs and Shaw during the 1968 U.S. presidential election demonstrated a strong correlation between issues emphasized in the media and those perceived as significant by the public. Essentially, the media doesn’t tell us what to think, but it tells us what to think about.

First-Level Agenda Setting

This level focuses on the salience of issues. Media outlets highlight certain topics, making them more prominent in the public’s mind.

Second-Level Agenda Setting

Also known as attribute agenda setting, this level goes deeper by influencing how people think about those issues. It involves the portrayal of specific attributes or aspects of a topic, guiding the public’s perception and interpretation.

Priming

Priming extends from agenda setting and involves the media’s role in shaping the criteria by which the public evaluates political figures, policies, or events. By emphasizing certain issues, the media primes the audience to use those issues as benchmarks for judgment.

For example, if the media focuses heavily on economic performance, the public may evaluate political leaders primarily based on economic indicators.

Defining News Framing

Framing is about how information is presented rather than the information itself. Robert Entman, a leading scholar in framing theory, defines framing as:

“To select some aspects of a perceived reality and make them more salient in a communicating text, in such a way as to promote a particular problem definition, causal interpretation, moral evaluation, and/or treatment recommendation.”

Framing involves both inclusion and exclusion, emphasizing certain elements while downplaying or omitting others. This selective presentation shapes the narrative and influences the audience’s understanding and reaction to the information.

Theoretical Foundations of Framing

Framing theory has roots in both sociology and psychology, offering comprehensive insights into how individuals and societies interpret information.

Sociological Conception: Erving Goffman’s Frame Analysis

Erving Goffman’s work on frame analysis provides a sociological perspective on framing. In his book Frame Analysis (1974), Goffman introduces the concept of frameworks of interpretation, which are cognitive structures that help individuals perceive and organize experiences.

Key Components

Keying: Highlighting specific aspects of a situation to give it meaning.

Anchoring: Relating events to familiar contexts or deeper frames.

Fabrication: Modifying elements of reality to shape perceptions.

Goffman’s approach emphasizes that people rely on social cues and context to interpret interactions and events.

Psychological Conception: Kahneman and Tversky’s Prospect Theory

Daniel Kahneman and Amos Tversky’s research offers a psychological perspective on framing. Their prospect theory explores how people make decisions under risk and uncertainty, demonstrating that framing significantly affects choices.

The Asian Disease Problem

In a famous experiment, participants were presented with two programs to combat a hypothetical disease expected to kill 600 people:

• Program A: Guarantees saving 200 lives.
• Program B: Offers a 1/3 chance of saving all 600 people and a 2/3 chance of saving no one.

Despite both programs having the same expected outcome, most participants chose Program A when framed in terms of lives saved. However, when the same options were framed in terms of deaths (e.g., “400 people will die”), preferences shifted.

Key Insights

• Positive Framing: People prefer certain outcomes when information is framed positively.
• Negative Framing: People are more likely to take risks when information is framed negatively.

This demonstrates that the way choices are framed can lead to different decisions, even if the underlying information is identical.

Types of Framing

Understanding different framing techniques is essential for analyzing media content and its effects.

Equivalence Framing

Equivalence framing involves presenting the same information in different but logically equivalent ways. The focus is on how different phrasing or presentation can alter perceptions and choices.

Example:

• Positive Frame: “The treatment has a 90% survival rate.”
• Negative Frame: “The treatment has a 10% mortality rate.”

Even though both statements convey the same information, the positive frame is generally more persuasive.

Emphasis Framing

Emphasis framing highlights certain aspects of an issue over others, guiding the audience’s attention and interpretation. Unlike equivalence framing, the information presented is not identical but focuses on different attributes or considerations.

Example:

• Economic Emphasis: Framing immigration in terms of its economic impact.
• Security Emphasis: Framing immigration in terms of national security concerns.

Emphasis framing influences which aspects of an issue the audience considers most important.

The Role of Framing in Media and Communication

Framing shapes not only what people think about but also how they think about it. By selecting and emphasizing certain elements, media can influence:

Problem Definition: How an issue is understood.

Causal Interpretation: What or who is seen as responsible.

Moral Evaluation: Judgments about the issue.

Treatment Recommendation: Solutions or actions proposed.

Framing Effects on Audience Perception

Framing interacts with individuals’ existing beliefs, values, and experiences. The audience is not merely a passive recipient but actively interprets messages based on personal and cultural contexts.

• Cognitive Attributes: The logical and rational aspects of interpretation.
• Affective Attributes: The emotional responses elicited by framing.

Understanding audience frames is crucial for predicting how messages will be received and interpreted.

Framing in Practice: Examples and Applications

Political Communication

In political campaigns, framing is used to shape voters’ perceptions of candidates and issues. For example, tax policies can be framed as “tax relief” (implying taxes are a burden) or “investing in public services” (emphasizing benefits).

Health Communication

Public health messages utilize framing to encourage desired behaviors. Smoking cessation campaigns might frame quitting in terms of health gains or disease risk reduction.

Advertising and Marketing

Marketers use framing to influence consumer decisions. A product labeled as “95% fat-free” is more appealing than one labeled “contains 5% fat,” despite being the same.

Distinguishing Framing from Related Concepts

Framing vs. Agenda Setting

• Agenda Setting: Focuses on the salience of issues—the media tells us what to think about.
• Framing: Focuses on the presentation of issues—the media tells us how to think about them.

Framing vs. Priming

• Priming: Involves making certain information more accessible in memory, influencing subsequent judgments.
• Framing: Involves the context and structure of how information is presented, affecting interpretation.

The Importance of Audience Interpretation

The impact of framing depends not only on the media’s presentation but also on how the audience interprets messages. Factors influencing interpretation include:

• Cultural Background: Shared beliefs and values.
• Personal Experiences: Individual history and knowledge.
• Social Context: Influences from family, peers, and society.

Recognizing the active role of the audience underscores the complexity of framing effects.

Conclusion

News framing is a powerful tool that shapes public perception by influencing how information is presented and interpreted. By understanding framing techniques, scholars, media professionals, and consumers can critically assess the narratives presented in the media. Recognizing the distinctions between framing, agenda setting, and priming enriches our comprehension of media effects and the dynamics of communication.

Other Resources

Books:

Entman, R. M. (1993). Framing: Toward clarification of a fractured paradigm. Journal of Communication, 43(4), 51–58.

Goffman, E. (1974). Frame Analysis: An Essay on the Organization of Experience. Harper & Row.

Kahneman, D. (2011). Thinking, Fast and Slow. Farrar, Straus and Giroux.

Articles:

Scheufele, D. A. (1999). Framing as a theory of media effects. Journal of Communication, 49(1), 103–122.

Tversky, A., & Kahneman, D. (1981). The framing of decisions and the psychology of choice. Science, 211(4481), 453–458.

Websites:

The Annenberg Public Policy Center

Practice Questions

1. Define news framing and explain its significance in media communication.

Answer: News framing is the process by which media outlets select certain aspects of a perceived reality and make them more salient in a communication text, influencing how audiences interpret and understand information. It is significant because it shapes public perception, guiding how people think about issues, events, or topics, and can impact attitudes and behaviours.

2. Differentiate between first-level and second-level agenda setting. Provide examples of each.

Answer: First-level agenda setting refers to the media’s influence on what issues are perceived as important by the public (e.g., extensive coverage of climate change making it a top concern). Second-level agenda setting focuses on how the media shapes the public’s perception of those issues by emphasizing specific attributes or aspects (e.g., highlighting the economic impact of climate change rather than environmental consequences).

3. Explain the concept of equivalence framing with an example.

Answer: Equivalence framing involves presenting the same information in different ways that are logically equivalent but framed differently. For example, stating that a medical procedure has a “90% survival rate” versus a “10% mortality rate.” Both statements convey the same statistics but can lead to different emotional reactions and decisions.

4. Discuss how framing can influence audience interpretation and decision-making.

Answer: Framing affects audience interpretation by emphasizing certain aspects over others, shaping the context in which information is perceived. This can influence decision-making by altering the perceived risks and benefits, triggering emotional responses, and aligning with existing beliefs or biases, ultimately guiding choices and judgments.

5. What role does audience background play in the effectiveness of framing?

Answer: Audience background, including cultural beliefs, personal experiences, and social context, plays a crucial role in how framing is received and interpreted. These factors influence the cognitive and emotional responses to framed messages, determining the resonance and impact of the framing on the individual’s perception and behavior.

6. Compare and contrast framing and priming in media effects.

Answer: Both framing and priming are media effects theories that influence how information is processed. Framing shapes the context and presentation of information, affecting interpretation. Priming increases the accessibility of certain information in memory, influencing how subsequent information is processed and judgments are made. While framing affects interpretation, priming affects recall and the application of information.

7. Provide an example of emphasis framing in political communication.

Answer: Emphasis framing in political communication might involve a news outlet focusing on a political candidate’s policy on healthcare reform by highlighting its potential to reduce costs (economic emphasis) versus its ability to provide universal coverage (social justice emphasis). The emphasis on different aspects can sway public support.

8. How can understanding framing benefit media consumers?

Answer: Understanding framing enables media consumers to critically analyze how information is presented, recognize potential biases or manipulations, and make more informed interpretations. It fosters media literacy, allowing individuals to evaluate the underlying messages and form opinions based on a comprehensive understanding rather than surface-level narratives.

9. Describe a real-world situation where framing influenced public opinion on a major issue.

Answer: During public debates on healthcare reform, proposals labelled as “government takeover” framed the issue negatively, leading to public resistance. Alternatively, framing the same proposals as “expanding access to affordable healthcare” elicited more positive responses. The framing influenced public opinion by emphasizing different aspects of the reform.

10. What are some strategies journalists can use to minimize unintended framing effects?

Answer: Journalists can strive for balanced reporting by:

Presenting multiple perspectives.

Using neutral language.

Being aware of their own biases.

Fact-checking and verifying information.

Providing context to help audiences form their own interpretations.