Have you ever heard the saying, "there are three sides to every story"? Well in the world of communications this is a fact that is well-known and exercised through the art of Strategic Frame Analysis. In an article by Chris Mooney entitled Breaking the Frame, "Framing" is defined as "an approach to communications research and practice that pays attention to the public's deeply held worldviews and widely held assumptions." These assumptions were tested and determined to have an effect on social views and public policies. Framing benefits in that it breaks down mainstream views on certain pubic issues and creates an opportunity for alternative points to be heard. Because of framing, the public isn't only subject to one side of any idea or public issue, but rather a variety of frames can be noticed.
One general example of framing (but a dire threat and impending threat to society) might include opposing viewpoints on climate change. Large executives and organizations -- benefiting from the further use of (carbon producing) oil or coal -- might use public relations tactics to release messages that reinforce society's existing reliance on fossil fuels. They might cater to smaller societies who are heavily reliant upon these resources and only release certain facts that go against the notion of climate change. The end message is "Humans cannot service without this resource." On the other hand, advocates that the notion of climate change is in fact real might produce messages showing evidence that the phenomena is happening, exhibiting pictures of the polar ice caps, temperature rise of the ocean and carbon levels in the atmosphere. They might explain and create a link between wide-spread changes in weather (not necessarily just warming) and assist non-believing portions of the public in recognizing that there is a connection.
Whatever the case, both sides would present different viewpoints of the argument in hopes of reinforcing certain beliefs and steering public opinion.
As a public relations practitioner as well as potential driver of the media message, it is our job to ensure that society gets a well rounded of social and political issues. Information from the media helps to create deeply rooted judgements and ideas that will likely withstand for much of their lives. These opinions will steer their way of thinking, determine how their view the world and even nudge them towards key choices in their lifetime. The decisions may be political, social or personal, but all in the same can alter the direction of our society. So whether we realize it or not, the masterminds behind the media message carry a lot of power! ............
What ideas or opinions do you hold that may have been steered due to framing?
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1 comments:
Well said Bryna. I liked that you incorporated an example of framing. You elaborated on the concept of framing which allowed for the reader to further understand what framing is and how it's used. Framing truely is a strategic approach to communication, writers of framing are targeting those public that identify with their belifs in hope that they will reinforce those viewpoints. This takes detailed research, time, organization and of course money. I just wish oil companies as you metioned, would spend more time on good or better public relations. Yes, our country and lifestyle depend on oil and coal, however companies should spend time acknowledging the advantages and disadvatages of these resources.Companies then can use framing and other public relations tactics to appeal to both publics who depend on oil and coal and those who are opposed to its use. Here, companies have the advantage of saying,yes we are using these resources that are potentially dangerous at this time, but we are also working to make them better and safer for consumers. That's good public relations.
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