Framing (Tversky)

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Focus the attention within a field of meaning, using frames. Explanation of Framing of Tversky and Kahneman. ('81). Fairhurst and Sarr. ('96)



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Framing examplesWhat is Framing? Description

Using Framing techniques, we can focus the attention of people within a field of a meaning. Amos Tversky and Daniel Kahneman should be seen as the founders of Framing theory, although Fairhurst and Sarr actually coined the term.

 

Unlike the central concept of the rational choice theory (people always strive to make the most rational choices possible), Framing theory suggests that how something is presented (the "frame"), influences the choices which people make.

Frames are abstract notions that serve to organize or structure social meanings. Frames influence the perception of the news by the audience. This form of agenda-setting not only tells what to think about an issue (agenda-setting theory), but also how to think about that issue.
 

Framing is a quality of communication that leads others to accept one meaning over another. It is the process by which a communication source can define and can construct a political issue or public controversy.

 

Understanding Framing is an important topic since it can have a big influence on the content of the thoughts of people. Try to test the examples on the right to see if you can withstand Framing...

 

Framing does not have to be a bad thing, and it is in fact an unavoidable part of human communication. We find it in the media as events are presented within a field of meaning. We find it in politics as politicians attempt to characterize events as one thing or another; we find it in religion, and we find it in negotiating when one side tries to move another towards a desired outcome. Finally it can also be used by leaders of organizations with profound effects on how organizational members understand and respond to the world in which they live. It is a skill that most successful leaders possess. It is a skill that is not often taught.

 

According to Fairhurst & Sarr (1996) Framing consists of three elements:

  1. Language
  2. Thought
  3. Forethought

Language helps us to remember information and serves to transform the way in which we view situations. To use language, people must have thought and reflected on their own interpretation frameworks and those of others. Leaders can and should learn Framing spontaneously in certain circumstances. Being able to do so, is related to having an insight in what the future will bring to predict Framing opportunities. In other words, leaders must make plans so that they can be spontaneous.

 

Framing Techniques (Fairhurst and Sarr, 1996)

  1. Metaphor. To give a new meaning to an idea or to a program by comparing it with something else.
  2. Stories (myths and legends). Framing a subject by telling an anecdote in a vivid and memorable way.
  3. Traditions (rites, rituals and ceremonies). Patterning and defining an organization at regular time increments to confirm and reproduce organizational values.
  4. Slogans, jargon and catchphrases. Framing a subject in a memorable and familiar fashion.
  5. Artifacts. Illuminating corporate values through physical objects (vestiges). Sometimes in a way language can not do.
  6. Contrast. To describe a subject in terms of what it not is.
  7. Spin. Talking about a concept so as to give it a positive or negative connotation.

 

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Recent User Comments
Nikhil - New Zealand Reframing Organizations "Reframing organizations is a new concept and and research is ongoing.. Bolman and Deal 1991 Reframing Organizations is one of the source of reframing."    0
Roger - Sweden Founders of "Framing theory"? "In 1982 the book ReFraming (NLP - Neuro-Lingvistic Programming) was published by Richard Bandler and John Grinder."    7
Anonymous - USA Framing by TV Journalists "Am I the only one who is getting sick of long, suggestive introductions and short, framing questions by journalists and media? In particular TV 'journalists' are extremely annoying, even from 'reputable stations', when they are starting an interview by giving their own 'summary' of the situation and their opinion about it, and then end with a few short, framing questions like: "Wouldn't you agree that .....?"
What happened to the good old days when a journalist was supposed to ask open questions? I am not interested in the opinions of a journalist; his function is to ask questions. If we carry on like this, the media in our 'free world' become far too powerful. I find this a scary thought, because in our western system we can nor should check or monitor the media, except themselves."		    3
Jesse - USA Nobel Price "In 2002, Daniel Kahneman of Priceton University was awarded the Nobel Price in Economic Sciences for having integrated insights from psychological research into economic science, especially concerning human judgment and decision-making under uncertainty."    14



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  └► Judy (US) Deliberate Emotive Language "Yes, framing is like a kind of deliberate emotive language, communication where the message reveals what the communicator thinks about the topic and often also how he thinks about it. Often ideology is the source and inspiration of media usage of emotive language. When the author of a text is trying to persuade you to believe an opinion, you'll often find that he uses language which appeals to your emotions. Emotive language can be extreme at times but can also be deceptively subtle. Don't let the communicator use it to twist meaning and manipulate your response. Ask yourself why the author is using emotive language."

  └► Harrison Monarth (USA) Framing and the creating of meaning "Like it or not, framing is inherent in communication, and it's neither evil nor is it good, it just 'is'. When we communicate we naturally speak from our own biased perspective, therefore spinning events, choosing what to make salient and what to omit. Even 'facts' depend on how the observers sees them before communicating them to others through a filter of personal bias. Better to learn the art of framing consciously and recognize it exists everywhere, than to bemoan it as a tool others use to influence us."