see Agenda Setting

see Framing Theory

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.

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.

References