Framing is a concept which is commonly used to understand the media effects. It is regarded as the extension of agenda setting theory which prioritize an issue and makes the audience think about its effects. The framing is based on the idea of how media base an event or an issue within a particular field of meaning which plays an important role in people’s decision making procedure.
Framing is used to represent the communication aspect which leads to the people’s preference by consenting one meaning to another. Framing stimulates the decision making process by highlighting particular aspects by eliminating the others. For e.g. the newspaper frames the news within a particular viewpoint. This can change the perception of the issue among the readers.
Framing is an important aspect where an issue can be highlighted to make sense of the events. It can regulate the audience’s perception and also the acceptance of a particular meaning. As media plays an important role in the people’s perceptions, the negative framing can create a huge impact upon the people. For e.g. the sensitive issues that are coming in the media have been framed diplomatically by not supporting any principles and thus the people can make their own decisions. But a biased media can frame an issue negatively and can influence the mass. Intuition and careful interpretation of the audience are inevitable when it comes to framing. Media is a powerful tool and so the content must be framed with values as it influences and controls the audience.
The journalists select the news stories influenced by many factors such as news values, editorial policies, and interaction with the creamy layer of the society. These factors build the frame. With the interaction between the media and the preconceptions of the people, Framing plays an important role in how the particular issue is been presented before the people and how they perceive it.
Framing can be used for effective communication in all fields of media and other organizations. It is mainly applied in understanding media effects. Effective communication among a mass can be done with well-organized framing of meanings and issues. Politicians can frame their vision effectively so that the public can understand its significance and accept it.
Newspapers prioritize the news items and highlight according to policies of the agency. The journalists decide the frame in which the information is presented accordingly. If a journalist reports on a pollution problem from a local river, it can be reported in the native’s perceptive; where the problems faced by the people living nearby the river is highlighted, the perspective of the company causing the pollution; highlighting the advantages of how the company can help In development and employment opportunities, and from an outsiders perspective; highlighting the pros and cons of the industry and also taking into account the problems faced by the people. Each report can influence the mass in a huge manner and mostly the media stands diplomatically.