Summary on framing
Topic: Framing
by Amerra, 2018 Cohort
Note: This entry was created in 2018, when the task was to “summarise a key reading”, and so may not represent a good example to model current primer entries on.
Framing is a sociological concept that explores the perceptions of people and societies and more specifically, how the intended message and language fits into ones frame. As this effect is used by participants such as mass media and politicians, many might misconstrue this theory to either stereotyping, (media) priming, or persuasion. All the preceding concept looks at the common theme of perception, so how does framing differ?
A simplification of the concept is shown below, whereby the presentation of the same information is different. One that appeals to the target audience and another that is a straightforward approach to the facts. That is exactly how framing has been used. It is the notion of using language and ideas to fit into your (or the intended audience) worldview (G.Lakoff 2004, p. 6)
Another prime example of how framing has been incorporated can be found in American politics. In the book Dont Think of an Elephant, G.Lakoff (2004) analysed and explored the issues of framing in politics.He evaluated the winning strategy of the Republican (under the Bush administration) and concluded that the success of the administration came from their understanding of the target audiences point of view. In their case, the intended group were conservatives who shared moral beliefs that were in line with the Republicans agenda such as tax relief policies and illegalization of abortion. The party managed to frame their intended policies with language that were deemed acceptable to the conservatives.
Framing is also used in most everyday situations, such as marketing. In simplification, the image below depicts the different advertising styles of the same product, to attract consumers with dissimilarity in visual preferences.
Without a doubt, such influential impact of framing does create complexity. Facts and information are similar, but it may not be accepted wholly because of the language and presentation used. The success of an informer would have to come from an understanding of the audiences frame, that will be deemed acceptable in their point-of-view. As a result, this creates a misunderstanding of framing. Just because an individual chooses to believe one over the other (e.g. Republicans over Democrats), that does not mean that s/he is wrong or stupid. A person only accepts facts that are aligned with their understanding and worldview their frame.
One of the main purpose (and consequential implication) of framing is to get an individual or a group of people to agree with ones message. This can create adverse consequences, especially in politics. Negative facts that are presented in a good light, may influence unwise decision making case in point, the Trump and Bush administration. Presentation of the same information (such as in figure. 1) creates further division in a society because of conflicting interpretation of the same information.
References
- Intellectual Takeout. (2018). 10 Cognitive Biases That Affect Your Everyday Decisions. [online] Available at: http://www.intellectualtakeout.org/blog/10-cognitive-biases-affect-your-everyday-decisions [Accessed 11 Mar. 2018].
- Lakoff, G. 2004, Dont Think of An Elephant! Know Your Values and Frame the Debate: The Essential Guide for Progressives, Chelsea Green Publishing
- Oberstadt, P. (2016). Psychology in advertising. [online] LinkedIn- SlideShare. Available at: https://www.slideshare.net/PatrickOberstadt/psychology-in-advertising-61962619 [Accessed 22 Mar.
Disclaimer#
This content has been contributed by a student as part of a learning activity.
If there are inaccuracies, or opportunities for significant improvement on this topic, feedback is welcome on how to improve the resource.
You can improve articles on this topic as a student in "Unravelling Complexity", or by including the amendments in an email to: Chris.Browne@anu.edu.au