 What
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:
- Language
- Thought
- 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)
- Metaphor. To give a new meaning to an idea or to a program by
comparing it with something else.
- Stories (myths and legends). Framing a subject by telling an
anecdote in a vivid and memorable way.
- Traditions (rites, rituals and ceremonies). Patterning and defining
an organization at regular time increments to confirm and reproduce organizational
values.
- Slogans, jargon and catchphrases. Framing a subject in a memorable
and familiar fashion.
- Artifacts. Illuminating corporate values through physical objects
(vestiges). Sometimes in a way language can not do.
- Contrast. To describe a subject in terms of what it not is.
- Spin. Talking about a concept so as to give it a positive or
negative connotation.
Framing Special Interest Group
 Visit the Special Interest Group
Recent User Comments
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Roger - Sweden
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Founders of "Framing theory"? |
"In 1982 the book ReFraming (NLP - Neuro-Lingvistic Programming) was published by Richard Bandler and John Grinder." |
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Anonymous - USA
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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." |
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Jesse - USA
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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." |
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Framing Education & Events
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