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Maxwell McCombs 

Framing

  • Information that is highlighted to be perceived as important through the use, or exclusion, of language or visuals. 

How Framing Works 

  • "Frames exert power through selective description, and omission, of certain features of a situation." ~Robert Entman 

Framing Serves 4 Main Functions 

  1. Define problems 

  2. Diagnose problem causes 

  3. Make moral judgments

  4. Suggest remedies for problems

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4 Locations of Framing 

(Callanan, 2012)

1. Communicator: makes judgements about what information should be shared 

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2. Text: details in information that guide the receiver's thinking 

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3. Receiver: interprets what information should be taken away from a message

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4. Culture: provides common frames of interpretation (Callanan, 2012)

Elements of Framing

(Riddle, 2010)

  • Selection: the stories that are shared in the media (Riddle, 2010) 

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  • Emphasis: The primary focus of the story 

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  • Elaboration: the elements used to develop the story

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  • Exclusion: what stories or aspects are not addressed by the communicator 

"Perception "
Varying Frames of Perspective

References 

  • Brewer, P. R., & Ley, B. L. (2010). Media Use and Public Perceptions of DNA            Evidence. Science Communication, 32(1), 93-117.

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  • Callanan, V. J. (2012). MEDIA CONSUMPTION, PERCEPTIONS OF CRIME          RISK AND FEAR OF CRIME: EXAMINING RACE/ETHNIC                              DIFFERENCES. Sociological Perspectives, 55(1), 93-115.

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  • Entman, R. M. (1993). Framing: Toward Clarification of a Fractured Paradigm. Journal of Communication,43(4), 51-58.

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  • RIDDLE, K. (2010). Always on My Mind: Exploring How Frequent, Recent, and        Vivid Television Portrayals Are Used in the Formation of Social Reality                   Judgments. Media Psychology, 13(2), 155-179.

Example of Framing 

(Brewer & Ley, 2010; Callanan, 2012)

The Case of O.J Simpson 

  • O.J's story became the center of media attention in 1995, after the mysterious murder of his wife Nicole Brown 

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  • Various media outlets emphasized certain elements of the case throughout the duration of the trial (Callanan, 2012)   

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  • Media deemed the case the "Trial of the Century," sparking intrigue from diverse audiences 

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