The strategic framework analysis approach was developed at the Frame Works Institute by a team of people who studied the world's assumptions and tested them to determine their impact on social policies. This approach pays attention to the public's deeply held views on the world and the things that go on inside it.
Put in simpler terms, framing is when the media shape the public's views on certain issues by selecting a certain choice of facts, themes and words on a particular discussion. The media gatekeepers would be the ones to send out framing messages. The whole idea behind the frame is that people will receive new information and have it build upon their existing beliefs and ideas. Framing usually creates the context in which a discussion will take place.
Public relations has an influence on how the media will discuss a product, person or idea. Framing is particular big in political campaigns. For example, if people do not take the time to research a particular candidate, the public relations person plays a big role in framing what a voter thinks about a candidate. Also, a public relations practitioner is going to frame his or her client in the minds of the public, whether the public has prior knowledge or not. Public relations is supposed to present a frame to the public so that people can filter information already known and make decisions. Spin can sometimes be confused with framing because of the way they both are made to shape the public's opinion. Spin is more of a negative way to manipulate and deceive the public instead of giving them the facts and leaving it up to them to perceive, as framing does.
Walter Lippmann came to the conclusion that people use mental shortcuts to make sense of the world. When people receive new information, they want to process it quickly, and they add it to what they already know. Lippmann calls this process "indexing." He refers to the "picture in our heads" as the end product of all the information gathered for a frame.
"We define first, and then see." -Walter Lippmann
Walter Lippmann’s quote is so true; people do define things, make judgments and then find out the facts later, if they look for the facts at all. As we have learned framing is a very important concept to our profession. But unfortunately many people take advantage of the concept, and frame things in an incorrect light to try and fool people. In PR we learn the core of what our profession is supposed to be; hopefully when we become employed we don't forget that we have a responsibility to our publics to be honest first.
ReplyDeleteI agree with Jessica, Lippmann's quote is very true. It's somewhat like stereotyping. People look at a issue/person and come to a conclusion about them before meeting them. We are all guilty of it, in one way or another.
ReplyDeleteI really like how you made sure to explain the difference between framing and spin. I explained the difference in my blog post too. I believe it is imperative for PR professionals to know the difference.
Overall I really enjoyed your post!