Primer Home /
Framing / Fathoming Frames: three different perspectives
Fathoming Frames: three different perspectives
Topic: Framing
by Eilish, 2020 Cohort
Framing captures the way ideas are communicated to evoke a particular response in a reader. When used effectively, frames can suggest simplified interpretations of complex problems. A more specific definition is that “to frame is to select some aspects of a perceived reality and make them more salient in a communicating text, … to promote a particular problem definition, causal interpretation, moral evaluation and/or treatment recommendation for the item described” (Entman, 1993). Framing appears in the contexts of problem framing, communications theory and behavioural economics.
Problem framing#
Problem framing involves thinking systematically about a problem to break down underlying issues and identify possible solutions. Variations of problem framing are frequently used in the business and policy contexts.
Questions which are considered during the process of problem framing might include:
- Who is responsible for the problem?
- What is its scale?
- What is causing it?
- Why does it need to be solved?
The problem framing process often concludes with the generation of a single “problem statement”, a sentence which summarises the answers given to questions to provide a concise definition of the problem. Solutions can then be considered in light of the problem statement.
Communications theory#
In communications theory framing involves designing messages to help audiences structure their ideas about an issue, often for persuasive purposes. Framing must be sensitive to the fact that individuals bring pre-conceived ideas- or internal frames- to any issue. A new frame must be consistent with these internal frames or the message will be
Framing relies on techniques including the emphasis and omission of facts, metaphor, word choice, construction of narrative and the evocation of social or cultural symbols. While issue-specific frames exist, scholars have identified some generic ones which are applied in many contexts. Examples include the “immorality frame”, where ethical dimensions of an issue are brought to the fore, and the “economic consequences frame”, which emphasises financial outcomes.
Framing is applied in journalism, marketing and politics, where it is imperative for success. It is widely accepted that conservatives have been better at using frames than progressives. For instance, conservatives have adeptly built frames around the “scientific uncertainty” of climate change and the “economic disaster” that climate action will bring. Progressives have tended to engage with these frames through protracted refutation, which has only acted to reinforce them.
Behavioural Economics#
In behavioural economics, framing refers to whether an outcome is perceived as a loss or a gain relative to some reference point (e.g. initial wealth) and how this influences decision-making. Individuals dislike falling short of their reference point and will take on risk to avoid a loss, but will not accept that risk when evaluating similarly sized but uncertain gains compared to achieving guaranteed smaller gains. Framing explains why, for instance, riskier bets are placed on final horseraces, since many gamblers have made losses and will accept unfavourable odds in the hope of returning to their reference point. Such outcomes are not predicted by traditional economic models and framing effects have enabled economists to explain seemingly irrational behaviour.
Explore this topic further#
Return to
Framing in the Primer
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
Framing captures the way ideas are communicated to evoke a particular response in a reader. When used effectively, frames can suggest simplified interpretations of complex problems. A more specific definition is that “to frame is to select some aspects of a perceived reality and make them more salient in a communicating text, … to promote a particular problem definition, causal interpretation, moral evaluation and/or treatment recommendation for the item described” (Entman, 1993). Framing appears in the contexts of problem framing, communications theory and behavioural economics.
Problem framing#
Problem framing involves thinking systematically about a problem to break down underlying issues and identify possible solutions. Variations of problem framing are frequently used in the business and policy contexts.
Questions which are considered during the process of problem framing might include:
- Who is responsible for the problem?
- What is its scale?
- What is causing it?
- Why does it need to be solved?
The problem framing process often concludes with the generation of a single “problem statement”, a sentence which summarises the answers given to questions to provide a concise definition of the problem. Solutions can then be considered in light of the problem statement.
Communications theory#
In communications theory framing involves designing messages to help audiences structure their ideas about an issue, often for persuasive purposes. Framing must be sensitive to the fact that individuals bring pre-conceived ideas- or internal frames- to any issue. A new frame must be consistent with these internal frames or the message will be
Framing relies on techniques including the emphasis and omission of facts, metaphor, word choice, construction of narrative and the evocation of social or cultural symbols. While issue-specific frames exist, scholars have identified some generic ones which are applied in many contexts. Examples include the “immorality frame”, where ethical dimensions of an issue are brought to the fore, and the “economic consequences frame”, which emphasises financial outcomes.
Framing is applied in journalism, marketing and politics, where it is imperative for success. It is widely accepted that conservatives have been better at using frames than progressives. For instance, conservatives have adeptly built frames around the “scientific uncertainty” of climate change and the “economic disaster” that climate action will bring. Progressives have tended to engage with these frames through protracted refutation, which has only acted to reinforce them.
Behavioural Economics#
In behavioural economics, framing refers to whether an outcome is perceived as a loss or a gain relative to some reference point (e.g. initial wealth) and how this influences decision-making. Individuals dislike falling short of their reference point and will take on risk to avoid a loss, but will not accept that risk when evaluating similarly sized but uncertain gains compared to achieving guaranteed smaller gains. Framing explains why, for instance, riskier bets are placed on final horseraces, since many gamblers have made losses and will accept unfavourable odds in the hope of returning to their reference point. Such outcomes are not predicted by traditional economic models and framing effects have enabled economists to explain seemingly irrational behaviour.