For my thesis I have been studying up on framing theory. It may not be the most exciting blog post you’ve ever read, but…wait…it just might be!
No, it really won’t be. But I think it’s cool.
What is Framing Theory
Framing theory was originally introduced by a renowned sociologist named Erving Goffman. In his article, “Frame Analysis: An Essay on the Organization of Experience” (published in 1974), Goffman presented that frames are a set of concepts and theoretical perspectives that organize experiences and guide the actions of individuals. Goffman suggested that a given person interprets everything that is going on around him/her (their immediate world) through a primary framework, which is taken for granted by said person (Goffman, 1974).
Goffman also stated that two separate distinctions exist within primary framework. These distinctions can be classified as natural and social. While these distinctions are separate, they both play a similar role in helping people interpret their experiences so they can be understood in a larger social context (Goffman, 1974).
In media studies, American Journalist, Walter Lippmann, was the first scholar to introduce the concept of how the media can construct a simple frame through which the audience can more easily interpret events. Of his work, Lippmann said, “For the real environment is altogether too big, too complex, and too fleeting for direct acquaintance. We are not equipped to deal with so much subtlety, so much variety, so many permutations and combinations. And altogether we have to act in that environment, we have to reconstruct it on a simpler model before we can manage with it” (Lippmann, 1921, p. 16).
Framing and Agenda Setting
Agenda setting is frequently studied alongside framing theory because media are both selective in the news they deliver, and selective in the way the news is delivered. Media depictions are very effective in shaping the way people think about the news, organize their respective worlds of experience, and are “stunningly successful in telling us what to think about” (Shaw & McCombs, 1977). Basically, media outlets utilize agenda setting in order to establish which images are painted in the minds of the public.
There are two levels within agenda setting theory (Littlejohn, 2011). The first seeks to establish which issues are important, while the second determines the parts or aspects of those issues that are viewed as important (Littlejohn, 2011). Framing most frequently occurs in this second level. An example of would be ESPN telling the United States that, Chicago Bull’s basketball player, Derrick Rose’s recent injury is an important issue (first level). However, ESPN will also explain to their audience how to understand this development as it impacts the rest of the National Basketball Association.
Much of the media’s ability to utilize agenda setting and framing theories is predicated on their credibility of particular issues (Walgrave & Van Aelst, 2006). A media outlet that is thought of as highly credible has more power to guide the way an audience views an issue or event. Likewise, a media outlet with little credibility with a particular issue would have less ability to guide audience beliefs. For example, the Food Network, despite being a very credible source for all things cooking, would not possess the same ability as ESPN when people are looking for sports news.
Media Framing
More specifically, media framing refers to the process of putting a news story together, including the ways in which a story is organized and structured (Littlejohn, 2011). Where agenda setting is helping people identify which issues are important, framing theory is telling people how to understand those issues. The way in which the media depicts events (frames them) can constrain how audiences interpret these events. This can happen by various textual features of the event, such as headlines, audio-visual components, metaphors used, and the way in which the story is told (Rhee, 1997).
In the book, “The Art of Framing,” by Gail Fairhurst and Robert Sarr, the authors list seven popular techniques in which the media utilizes framing. These techniques are through: the use of metaphors, stories (narration), tradition, jargon, artifacts, contrast, and spin (Fairhurst & Sarr, 1996)
A metaphor is used to frame a conceptual idea through comparison to something else. Stories, such as myths and legends, are used to frame a topic via narrative in a vivid and memorable way. Traditions are the cultural mores that imbue significance in the mundane. The use of artifacts, which is closely related to the use of traditions, involves objects with intrinsic symbolic value – a visual/cultural phenomenon that holds more meaning than the object itself. Slogan, jargon, and catchphrases are used to frame an object with a catchy phrase to make it more memorable and relatable. Contrast is utilized to describe an object in terms of what it is not. And lastly, spin is used to present a concept in a way to convey a value judgement (positive or negative) that might not be immediately apparent (Fairhurst & Sarr).
EXCITING!!!
Hayden Coombs 
Do you have a theoretical framework of Framing theory? Thanks!
So far in my (very short) academic career, all of my research with framing theory has been conducted in conjunction with grounded theory. However, I am currently studying how visuals contributing to media framing.