Everyone uses framing. This is done consciously and unconsciously. Some do it more than the other and it doesn't have to be with bad intentions. We also see framing a lot in the media and politics. But what is it really? Should we become more aware of framing in the media? In this blog, we dive deeper into what framing in the media is and how it can be used.
Framing is an influencing technique that is common in the media and politics. It's the idea that the way you present something can elicit different reactions. Words can have a positive or negative connotation. An example of framing that we're all familiar with: “The glass is half full” versus “The glass is half empty”. Half full sounds optimistic because “full” has a positive connotation in this example. The word “empty”, on the other hand, has a negative connotation. This example is mainly used to show that a different perspective can provide new insights. How you look at something can have an impact on your choices.
Framing in the media and fake news often go together. Especially when we talk about misleading content. In the case of misleading content, information is shared that, for example, is unilateral, or misleading stats used. This is because graphs and visuals that display information increase the trustworthiness of the news. This then leads to biased perspectives, while the information is therefore incomplete.
By omitting information and giving a twist to its meaning, major miscommunications can occur. But framing isn't necessarily a bad thing. It can also be used to reinforce certain messages. Framing is therefore neither good nor bad, but it is important to realize that it can be used with bad intentions.
There are different types of frames that the media can use. De Vreese (2005) proposes six types of media framing:
This form of framing is often used when reporting on politics. This strategic way of framing focuses on a winner ('the hero') and a loser ('the villain'). Generic framing also attaches value to polls and the messages often include recommendations from leading people.
A good example of this is the media in America. FOX News and CNN both have completely different ways of framing. They both frame from a different political point of view. FOX News from a Republican perspective, CNN with a Democratic perspective. This became very clear, especially during the 2020 elections. Indeed, both news channels had their own hero and villain. The image below shows how they used framing to Trump.
Conflict framing is used when reporting, you guessed it, conflicts. This mainly concerns disagreements between individuals, countries or organizations. This involves sharing impartial information.
One example where this way of framing occurs in the media is when reporting a war. The information that is shared is impartial. Nevertheless, the journalist will undoubtedly frame it. It's more subtle, but it's still present.
This focuses on describing individuals and groups affected by a problem or event. This can be a tool to draw attention to something.
An example of this is a non-profit organization that has a pr campaign launches to recruit more members. The focus of this campaign is on a group of people affected by a natural disaster. The media write about this group of people in detail. The media tell the story behind this group and use images that reflect their current situation.
Presenting a problem in such a way that the responsibility is placed on an authority, group or individual. This may be because they are responsible for resolving or causing this issue.
An example of this: a new movie is coming out. However, the production did not go very smoothly. Catering was not properly arranged and several employees became ill from eating. The media are taking this up. In principle, it is not the fault of the film studio, but of the caterer. Nevertheless, the media places the responsibility on the studio. This way of framing creates negative publicity.
This way of framing consists of emphasizing the economic consequences that a particular event will have on the target group, for example on a country or another individual.
An example of this is the blocked Suez Canal in 2021. There was a lot of talk about the economic consequences in the media. There was mainly talk about the economic consequences for the Netherlands, such as the price of oil and goods that could go up.
Interprets an event or problem in the context of religious principles or moral precepts. By framing with this context, you can evoke emotions in specific target groups. This way of framing in the media can be very sensitive.
We see this reflected in the pro-life and pro-choice movement. Pro-life stands for anti-abortion. Using framing, they both give a different twist to the message, but the message is still the same. If you compare the literal meaning of both movements without context, they both sound good. After all, 'Pro' sounds more positive than 'anti', because who is against living or making choices? Both movements have views that are framed from a moral as well as a religious context.
For organizations, framing in the media can make a lot of difference. How your target group and the media are press releases or setting up and publishing PR campaigns can have a lot of impact. So it's important to use framing in content marketing and PR. By consciously thinking about how you communicate, you can steer the media and your audience in the right direction. Two examples of media framing:
In 2014, Albert Heijn introduced the misfits. These are bags of fruit and vegetables that look 'different' but are still great for use. The word “misfits” evokes a form of pity because misfits are left out. By capitalizing on this feeling, Albert Heijn was able to sell something they wouldn't normally do. The media took this up well and used responsibility framing to encourage the target group to buy these misfits. This is how the misfits became a success through framing in the media.
After research the Inspection Service of Value showed that it was actually not so sad at all was. When this study came out, the idea of responsibility framing immediately worked out a lot less well for the supermarket chain.
Another example of media framing is the British royal family. The way the British media talk about Meghan Markle is a current example. Meghan's love for avocados, for example, was linked to human rights violations. This is because avocados are grown under bad conditions for the environment and people. Kate Middleton ate avocados as a cure for her morning sickness. There was nothing else wrong with that. Here you can clearly see that a different way of framing is being used by both royals.
In PR, it is important that you express what you want to say in the right way. Even more important is how you want to say it. Words are very powerful so choose them carefully. The same goes for the images and stats you share.
If you decide to use framing, include these three points:
You want your frame to evoke an emotion in your target group. To do this, you identify the common values of your target group and organization and use them. This makes it easier for your target group to empathize with your message.
Use reliable sources and statistics. If you don't do this, it's fake or incomplete news.
Framing must be recognisable to your target group. This is how you create more credibility.
Framing does not have to be used as excessively as in the examples mentioned, it often goes unnoticed. After all, it can be very subtle aspects that change and control the meaning of your topic. By formulating a message just a little differently, your message can get a completely different setting and response. So it really comes down to the details. Just pay attention when you read the newspaper or watch the news. After reading this blog, you will notice more often when framing has been used in the media.
