Framing the News

Framing: selecting and emphasizing certain aspects of experience or ideas over others.

• The media not only tell us what to think about but can also tell us "how to think about" issues.
• "Story angle" or "hook"
• Effects - framing provides ways for audience members to think and talk about events and issues.

Five most common frames:

1. Conflict
2. Moral Values
3. Economics
4. Powerlessness
5. Human impact.

Two types of framing:

Episodic - News reports that focus on specific events of particular cases.

• "What happened?"
• Less depth.
• Responsibility attributed to the individual.

Thematic - News reports that focus on the broader context for the events, cases, or issues on the public agenda.

• More depth
• Multiple perspectives.
• Responsibility attributed to societal structures, governmental policy, etc

Senate approves new taxes for big oil, Boston Globe, June 19, 2007.