see [[:Agenda Setting]]

see [[https://masscommtheory.com/theory-overviews/framing-theory/|Framing Theory]]

<blockquote>In essence, framing theory suggests that __how something is presented__ to the audience (called “the frame”) __influences__ the choices people make about __how to process that information__. Frames are abstractions that work to organize or structure message meaning. </blockquote>

<blockquote>Framing techniques per Fairhurst and Sarr (1996):

  * Metaphor: To frame a conceptual idea through comparison to something else.
  * Stories (myths, legends): To frame a topic via narrative in a vivid and memorable way.
  * Tradition (rituals, ceremonies): Cultural mores that imbue significance in the mundane, closely tied to artifacts.
  * Slogan, jargon, catchphrase: To frame an object with a catchy phrase to make it more memorable and relate-able.
  * Artifact: Objects with intrinsic symbolic value – a visual/cultural phenomenon that holds more meaning than the object it self.
  * Contrast: To describe an object in terms of what it is not.
  * Spin: to present a concept in such a ways as to convey a value judgement (positive or negative) that might not be immediately apparent; to create an inherent bias by definition.
</blockquote>

====== References ======
  * Goffman, Erving. 1974. {{E.Goffman-FrameAnalysis.pdf|Frame Analysis: An Essay on the Organization of Experience}}. New York, NY: Harper & Row.
  * Fairhurst, G. & Sarr, R. 1996. The art of Framing. San Francisco: Jossey-Bass.