Framing Theory

    Framing theory is a theory that we probably all know about but didn't know its technical name. Framing theory can be defined as, "framing theory suggests that how something is presented to the audience (called “the frame”) influences the choices people make about how to process that information" The idea of framing theory was invented in 1974 by Erving Goffman who said, "we use in our day-to-day experience to make sense of the world." This theory has two different categories to it. Natural and Social. Natural framing theory is when the way you grew up and the experiences you've had will change how you view a situation. While social framing theory is when the media or an outside individual purposely will manipulate a situation so you will view it a certain way. 

The Use

    The news and media will use social framing every day and we don't even realize it the majority of the time. From crime stories, celebrities, politics, etc., the news uses this theory to make them agree with their side of the story. Politics is a great example of this. Between liberals and Republicans, each side uses social framing theory to convince you their candidate is better than the other. Making them look bad, taking something they say and turning it against them, or using photos of them doing an activity. When used strategically, this theory can bring out the best and the worst in people. 

To take a lighter note though, framing theory can also be used in advertisements. For example, the photo to the left shows very similar advertisements, however, the way the bottom one is framed will look better to the customers. This is a great example of a company using both natural and social framing theory to its advantage. Knowing this skill is a great advantage in the advertising industry.

The effect

    When looking at how framing theory affects our society we need to first look at how it affects individuals. The Decision Lab shared a lot of great opinions and facts about framing theories' effect on the individual and society as a whole. A great example they share states, "Think of someone who unwisely chooses a high-risk investment portfolio because their broker emphasized the upside instead of the potential downside, or a citizen who votes for a protectionist candidate because media coverage has only highlighted the negative repercussions of past trade agreements." 

    Looking at the effects it has on society, they used the example of climate change. Despite all of the facts and proof of climate change, there are still many individuals that do not believe it s really happening. Decision Lab shared that, "This may be because climate change has been framed as a scientifically contentious issue by some media outlets and politicians, who also often highlight the short-term financial costs of environmental policy." 

Why should we care? What can we do to avoid it?

    Framing theory can be used in both negative and positive ways, as discussed earlier. We do not want to let ourselves be fooled by the media because of framing theory. As a society, we should be educated and check sources, and research topics before forming an opinion, and stop the spread of false information. Being aware that the framing effect is real and is constantly used today is already educating us to improve the current situation.