The theory of framing arises in interpretive sociology and quickly moves to cognitive psychology, in conjunction with linguistics. It allows us to understand how we access a version of reality through how information about that reality is presented.

In this article we will see what the framing theory is about, what its background is, why it is important for cognitive psychology and how it has impacted on political and communication sciences.

What is framing theory?

The framing theory uses the metaphor of the “frame” to analyse how mental processes (beliefs, perceptions, common sense) are structured in relation to language, and in turn, how these can be manipulated.

In recent times, framing theory has become a popular multidisciplinary paradigm in the social and communication sciences . In particular, it has taken many resources from cognitive linguistics, which has allowed it to study how public opinion is constructed in relation to the information we receive from specific devices such as the mass media.

The framework has one of its antecedents in interpretive sociology (which proposes that the interpretation of reality that we make as individuals occurs during the interaction). The term frame (which means “frame” in English) was used by Gregory Bateson in an essay on the psychology of perception, where he says that any information defined as a “frame” is what provides the receiver with elements to understand the messages included within that frame.

Does language work as a frame?

Words allow us to communicate because when we use them, we evoke a specific idea about something (whether we are the senders or the receivers). If we say the word “apple” in a group of Spanish speakers who know about apples, we will surely share a mental image very similar to a red edible sphere. Surely if we say “apple”, we would not evoke the image of a pear or a tree.

This is so because, within our cognitive system, words fulfil similar functions to those of a “frame”; “frame” being understood as something that sets certain limits; it is an object that selects a certain information from the total information available, and presents us with only that selection. This is how frames allow us to pay attention to one thing , to the detriment of another.

In other words, like frames, words frame certain information, and allow us to recognize, assimilate and then share it.

The Frame beyond the Sender

Among other things, the theory of framing has allowed us to elaborate some explanations on how we establish communication with each other. That is, how we manage to transmit and receive signals with a certain sense. And furthermore, what role our cognitive schemes play in this process : which ideas or perceptions are evoked from which words.

According to Ardèvol-Abreu (2015), in the communicative context of framing theory, there are four elements that are fundamental to understanding how the information framework is produced. These elements are the sender, the receiver, the text and the culture.

This is so because we can situate the frame not only in the person who sends the message (the sender) and in the person who receives it (the receiver), but it is also located in the information itself and in the culture where it is inscribed. For example, the journalistic media, when presenting us with the information that interests us , frame a reality from the moment in which it is decided what will be and what will not be news .

Impact and Application in Political Science

Thus, the theory of framing refers to the creation of frameworks of language and meaning, which in turn helps us to generate moral concepts, affirm values, evoke emotions , among other psychological processes that are important for our daily interaction.

More specifically, the creation of these frameworks of language and meaning is visible in how the mass media present us with certain information related to political issues, and from this they try to frame our psychological schemes.

The American linguist George Lakoff , in one of his most popular works “Don’t Think of an Elephant”, tells us that framing is precisely about choosing the language that fits our vision of the world. But it is not only related to language, but to the ideas that are evoked and transmitted.

Lakoff develops his work on framing in political theory from asking what does the political position – for example conservative – have to do with the positions assumed with events that seem unrelated (for example abortion, environment, foreign policy), how does this gearing take place? Y… What do our own positions have to do with how we understand this gear? These are the questions that could be approached from the proposals of the framing theory.

Bibliographic references:

  • Ardèvol-Abreu (2015). Framing or theory of framing in communication. Origins, development and current panorama in Spain. Revista Latina de Comunicación Social, 70: 433-450.
  • Lakoff, G. (2007). Don’t think about an elephant. Editorial Complutense, S.A.: Madrid.