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.
I really enjoyed reading your blog because you emphasized the power of interpretation. I have grown to learn that not only is framing important, but interpretation is even more important. The framer can organize the same message to be distributed to multiple publics; however, those publics may receive the message differently. Your blog has raised a very interesting concept in regards to messages and their perception. Framing a message can take a great deal of time and research if it is to be effective. An even more difficult obstacle is to ensure that the public has the right “frame” of mind when receiving the message.
ReplyDeletePublic relations practitioners specialize in the art of two- way communication. They use this form of communication to relay ideas, solve conflicts, sell a product and promote mutual understanding and respect. It is important that the giver and the receiver of the message fully understand the frame of one another. If they do not understand these frames, then it does not matter how the message is relayed or what words are chosen, there will still be some form of misunderstanding.
Another point that I am pleased that you addressed is research. It is extremely important for individuals to do their own research in order to learn more about an issue. The media does an excellent job of choosing which news is important for American viewers. A well educated person should read several national newspapers a day and reference them all for credibility. The only problem with doing surface level research is that it’s hard to know which source is the most legitimate. An excellent example is global warming. There are so many well known individuals who have opposite opinions. It is important to find the facts and challenge them as well to become a true student of framing.