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.