Recently in my PR Research and Strategies class, a new approach was introduced to me and my classmates. This approach is called framing. I was familiar with the term but didn’t have a clue how framing was really applied. Practitioners and scholars have begun to use this approach to explain social issues to the public.
Strategic frame analysis (framing) was developed at the Frame Works Institute by a team that studied and tested the concept. According to this institute, framing means how messages are encoded with meaning so that they can be efficiently interpreted in relationship to existing beliefs or ideas. Framing focuses on organizing information in a way for the public to better interpret it. Framing is all about communication and interpretation. A frame can consist of metaphors, context, stories and visuals. These elements help people construct an expectation in their mind.
We often discuss global warming in class, and it is a good example of an issue being framed. The media and politicians often frame global warming to convince the public that this is a small issue. In James Hoggan’s book "Climate Cover Up", he addresses this issue and how it is not being properly analyzed. The book provides us with a plethora of examples of organizations and experts who frame and cover up the importance of this issue. As Americans we already have our views and opinions on certain things, and we often let the media be our decision makers. Research is important and should be our main source, especially about unfamiliar topics.
PR practitioners use framing as a persuasive tool. Some may confuse framing with spin because both are strategies to persuade the public. But spin is a negative strategy that public relations practitioners avoid. The public will make decisions off of previous knowledge and new information that a public relations practitioner has framed.
