What is a Frame?

Frames are abstract notions that serve to organize or structure social meanings. Frames influence the perception of the news by the audience. This form of agenda-setting not only tells what to think about an issue, but also how to think about that issue.

Framing is a quality of communication that leads others to accept one meaning over another. It is the process by which a communication source can define and can construct a political issue or public controversy.

Elements of Framing?

According to Fairhurst & Sarr (1996) Framing consists of three elements:

1. Language
2. Thought
3. Forethought

Language helps us to remember information and serves to transform the way in which we view situations. To use language, people must have thought and reflected on their own interpretation frameworks and those of others. Leaders can and should learn Framing spontaneously in certain circumstances. Being able to do so, is related to having an insight in what the future will bring to predict Framing opportunities. In other words, leaders must make plans so that they can be spontaneous.

What are Framing Techniques?

Framing Techniques (Fairhurst and Sarr, 1996)

1. Metaphor. To give a new meaning to an idea or to a program by comparing it with something else.
2. Stories (myths and legends). Framing a subject by telling an anecdote in a vivid and memorable way.
3. Traditions (rites, rituals and ceremonies). Patterning and defining an organization at regular time increments to confirm and reproduce organizational values.
4. Slogans, jargon and catchphrases. Framing a subject in a memorable and familiar fashion.
5. Artifacts. Illuminating corporate values through physical objects (vestiges). Sometimes in a way language can not do.
6. Contrast. To describe a subject in terms of what it not is.
7. Spin. Talking about a concept so as to give it a positive or negative connotation.

What is Frame Dependence?

Frame dependence is a concept that explains the tendency of humans to respond to the situation in light of how the situations are presented. That is, people react differently to situations if they are presented in another frame. 

This tendency can be studied in purchase patterns, investment choices and other activities pertaining to life. 

Frame dependence is a concept developed by a psychologist, Danial Kahneman to explain why individuals make logical and illogical decisions.

This concept has not only impacted behavioral economics but also applicable to several other disciplines pertaining to humans. 

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