Dean&Francis

Doi: 01.0031/j.Interdisciplinary.2023.06.001

Framing as a concept: a literature review on its development, and

application with the example of content analysis

Haotian Wu

Abstract
Despite its broad application in media communication and public management, Framing has been characterized as
theoretically and empirically vague and has led to operational problems from the uncertainty of theoretical concepts. In
this paper, I compare the definitions of the development process of farming chronically. I conclude with practical and
precise instances to illuminate the benefit of comprehending the media mentioned above effects fully. And the goal here
is to identify and make explicit explanations of the framing effect and to suggest a universal understanding of it and the
benefits of comprehending it more thoroughly.
Keywords:framing theory, audience autonomy, journalist objectivity, content analysis.

1. Introduction the United States that dominates the press coverage of

foreign affairs. The cold war frame underlined some
According to Entman and Robert. M, for journalists, foreign events as problems (e.g., civil wars). The frame
Framing is their occupation to discover some parts of identified the source (nationalist insurgents), offered
the problem in reality and make it more outstanding in moral judgments (rampant aggression), and recommended
people's minds to enable their audience to understand the approaches (U.S. support for the other side)
definitions given by a certain medium, to make a worldly Following Scheuelfe's interpretation. As he explained, this
interpretation estimation, and to suggest a possible is not an indication that the report's authors can fabricate
solution” (Entman 1993) . From his statement we can their narratives and manipulate the audience's minds.
discern that Framing is the concept around “promoting” Rather they can try to retell the fact easily, which means
to achieve the goal of intensifying the image of a particular that it's more comprehensible for the minds of the mass
event and accompany the selected fact with subjective audience(Gans 1979). Another way to put it is to use the
interpretation, evaluation, and recommendations. different modes of presentation, the Framing, to make it
Particularly, he underscored the subsequent narratives. understandable to the public concerning their schemas.
Dietram A. Scheufele & David Tewksbury claim that The above definitions on the frame itself of the previous
the word Framing is for the reporters to pass on the writers diversified on the perspective of the subject
information to their audience group to connect to matters, the information producer, on the one hand, and
their subconscious mindset. (Tewksbury 2007) in his the information receiver, on the other hand. However,
construction, we could easily detect the nuance between there are numerous studies on the conceptions of Framing.
the above statements since the latter emphasizes the Numerous studies have combined Framing with other
“underlying schemas” .in other words, Scheuelfe's definitions, such as agenda-setting or priming (Iyengar
perspective is more on the side of the information received 1987). McCombs, Shaw, and Weaver (1997) argued
and suggests potentially critical components to presumed that Framing is connected with agenda setting and a
impacts on information processing. temporal extension of agenda setting itself. Interestingly,
Under Entman's construct, a successful media text is some studies also proposed other connections between
supposed to contain the four aspects of frames, that is, agenda setting, priming, and Framing. Dietram A &David
define problems to determine what a causal agent is doing suggested that priming is an extension of agenda setting,
with what costs and benefits. Identify the issue, which but Framing is distinctively different. (D. A. Tewksbury
entails locating the factors responsible for it, and provide 2007) They concluded their findings based on different
solutions, including therapies for the issues at hand and information processing models, such as the memory-based
explaining why they are effective. (Entman 1993) accessibility model for agenda-setting and priming and
And a case to the point is the “cold war frame” in
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the connection-based applicability model for Framing. the water in the bottle already fills up halfway, research
Perhaps, due to the discrepancies of terminological from social science indicates that only a small portion
conceptions, other research illustrating framing effects of the audience will interpret it as being only filled up
is useless to the field. (Scheufele 1999) and in the next halfway. However, there is a gap for us to narrow; that
secession, I will introduce the benefits of clarifying the is, if intellectuals are going to proclaim that the multiple
understanding of frames. meanings deciphered by the audience exert an influence
in the process of counter-framing, the researchers,
2. Benefits of clarifying Framing as a therefore, may have to prove that the multiple-meaning
concept deciphering process is another way to counteracting the
Comprehending frames can shed light on various empirical impact of their initial dominant meaning and this side
and normative debates, primarily because the framing process is not a consequence of other factors other than
concept draws our focus toward the intricacies of how the text and dominate meaning itself but influence from
a communicated text wields its influence. The present the conditions of the environment. Such as a concentrated
discourse delves into the instance of mass communication, group secession where one member dominates the whole
positing that a shared comprehension could establish discourse or an interview protocol that is extremely
Framing as a research paradigm. In this context, a suggestive to other members of the discourse who are
research paradigm is conceptualized as a comprehensive being dominated (Budd 1990)
theoretical framework that underpins the majority People can, of course, source their facts and ponder on the
of scholarly investigations into the functioning and connections between texts and the mode of presentations.
consequences of a given system of ideas and behaviors. But Zaller (1992), Kahneman, and Tversky (1984)
The application of the framing paradigm has the potential suggested that people's cognition mechanisms are not that
to yield comparable advantages in various fields of study, actively accurate and open regarding political issues and
such as political science, social psychology, cultural public governance. Therefore they are highly prone to the
studies, and sociology, among others. These may include impact of the framing processes; in other words, how the
the examination of public opinion and voting behavior, journalists build up their narrative exercises a gigantic
cognitive processes, and investigations into class, influence on how people understand the issue and which
gender, and race. Theoretical debates in the field of mass part of the issue they will pay special attention to, and on
communication could benefit from a shared and clear which they are not. (Zaller 1992)
comprehension of the concept of frames, as illustrated in 2.2 Journalistic objectivity
the following examples.
Reporters may adhere to the guidelines for “objective”
2.1 Audience autonomy reporting while using a dominating framing that
In understanding the abstract definition of Framing, it inhibits the majority of viewers from giving a scenario
is necessary to have a basic knowledge of the dominant an impartial assessment. However, due to the lack of
meaning, which closely correlates with the multiple common understanding of Framing, the craftiest media
meaning that may arise from the process of deciphering manipulators may impose their dominant frames on the
messages by the audience. (Fiske 1987). Considering news (R. M. Entman 1993). If educated properly, people
the viewpoint of Framing, people are willing to pay may realize the existence of scattered opposing facts
the most intensive amount of attention and perhaps a and challenge the dominant frame. Therefore, it requires
thoughtful consideration to the part of the text that has journalists to construct news that is equally salient and
been granted the dominant meaning. As readers of the accessible to the common mass.
media texts, if they assume certain meanings inherited in Nonetheless, this is also in the history of the American
the communication text as a predominant one, this usually Press when it comes to the debate about journalistic
is equivalent to the idea that the meaning is profoundly objectivity. After the world war, people were fully aware
and thoroughly congruent with the text itself and the that news was never equivalent to facts since there were
subconsciousness or mindset of the audience. so many fabricated “facts” during the war to serve
Using a framing paradigm serves as a warning to the purpose of propaganda and to inflate the people's
researchers against the extraction of transient elements confidence in the faith in “ultimate victory.” So, what
from a message. Subsequently, it demonstrates how is the proper way to rebuild the ethics already being
they could potentially be construed in a manner that challenged? And what is the convincing way to acquire
contradicts the dominant meaning. When the text frame sufficient and reliable knowledge? The New York Times
employs multiple methods that reinforce the notion that editorial editor Walter Lippman suggested a plausible
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solution: to mark detachment and avoidance of personal of these methods elicits a 40% level of endorsement,
distortion as a top priority as news ethics when it comes to while the remaining two generate 50% and 60% levels
practices; in other words, the narrative is to report equally of approval, respectively. The notion that a 60 percent
on both sides and to respect each frame equally. (Boudana approval rate constitutes the most democratic course
2011) of action cannot be considered axiomatic due to the
Under this construct, for instance, it is of no use for an cyclical majority predicament, as posited by Riker (Riker
unreliable source of media to state that “Stalin is dead” 1986). This predicament renders majority rule unfeasible
because the audience is already aware of the conceptional when dealing with multiple intricate options. Equally
difference between news and truth and can also derive significant is the endeavor to ascertain the opinion that is
from another more reliable source of information most closely in line with the authentic sentiments of the
about the other fragmented frames on the related issue. public among the variously presented perspectives, which
Therefore it's likely that they will interpret the piece of seems unattainable as it necessitates a consensus among
news as, say, “ Helsing says that Stalin is passed away, competing elites and citizens regarding the most precise,
“and subsequently, the newspaper may be obliged to equitable, comprehensive, and other such attributes of
assume the responsibility to claim that “Stalin is alive a frame. The implementation of a framing paradigm
rather than dead.” has the potential to shed light on if not completely
2.3 Content analysis resolve, fundamental enigmas in the realm of normative
democratic theory.
On the issue of how to understand the media text, the Defining Framing has a key impact on the precision and
priority should be placed on how to make a rational clarity of a research problem. By defining Framing clearly,
sense of frames; in the process of analyzing the text, the researchers can accurately understand and define the
analysis is supposed to be guided by a framing theory to research problem, avoiding ambiguity and subjectivity.
avoid errors like confusing all the positive or negative A well-defined Framing method helps the researcher
words or phrases equally important .it's a common identify the key elements, scope, and purpose of the
misunderstanding to just simply add up all the judgments problem, thereby ensuring that the problem statement is
in the text to produce a comprehensive report. However, unambiguous.
the key is to discover and utilize the relation between the When looking at the impact of social media on adolescent
dominant meaning clusters and the subconscious mindset mental health, one well-defined Framing might focus on
of the audience. Content analysis without a framing social media use about self-esteem. In contrast, another
paradigm may often yield results that are inaccurate Framing might focus on social media use for depression.
representations of the media information that the majority By defining Framing clearly, researchers can define the
of audience members are absorbing. (M. 1993) focus of the research, provide a specific research goal, and
2.4 Public opinion and normative democratic avoid ambiguity and inconsistency in the definition of the
society problem.
According to Zaller's (1992) analysis, Framing is a crucial Moreover, Defining Framing helps researchers make
element in the democratic process as it is wielded by informed decisions about choosing and performing
political elites to shape the discourse around issues. The research. Different Framing methods and tools may be
frames utilized can ascertain the definition of “public required for different framing methods. By defining
opinion,” which may differ according to Zaller's Framing clearly, researchers can choose the method
perspective. Empirical data from surveys and voting that best suits the research problem and ensure that the
outcomes may reveal a distinct public opinion. His research is consistent and reliable.
hypothesis and those of Kahneman and Tversky appear When studying public attitudes toward climate change,
to cast serious doubt on democracy itself. If elites can one well-defined Framing might choose a quantitative
determine the major manifestations of “true” public survey method, while another Framing might choose a
opinion available to the government (via polling or voting) qualitative interview method. Defining Framing will help
by shaping frames, what is true public opinion? In light of a researcher determine the type of data to be collected,
the susceptibility of empirical evidence to framing effects, sample size, survey tool, and data analysis method to
how can democratic representatives respond appropriately ensure the reliability and repeatability of the research.
to public opinion while maintaining sincerity? Furthermore, A clear definition of Framing is essential for
Assuming that there are three distinct approaches to the interpretation and interpretation of research results.
presenting a particular matter, it is observed that one Framing can affect the understanding and inference of the
result. By defining Framing clearly, researchers can link
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the result to the research question and purpose, providing can help advance academic research and provide more
deep insight and understanding. valuable guidance for practice and decision-making in
When looking at the impact of healthcare policy on patient related fields.
satisfaction, one well-defined Framing might focus on the
relationship between the reduction of healthcare costs and 3. Conclusion
patient satisfaction. In contrast, another Framing might The notion of Framing holds significant importance
focus on the relationship between the quality of healthcare in numerous fields of study that employ it, the current
services and patient satisfaction. Defining Framing will help endeavor, limited by spatial constraints, presents
researchers avoid subjective bias and wrong interpretation a preliminary contribution on frames rather than a
and ensure the result is accurate and reliable. conclusive statement. This article only highlights the
In addition, Defining Framing can improve the potential for the field of communication to establish a
effectiveness and efficiency of academic communication fundamental body of knowledge through its diverse range
and help researchers better communicate and collaborate of approaches, which could subsequently be applied
with peers and academia. Framing provides a common to research paradigms that contribute to broader social
language and understanding framework that allows for theory.
smooth communication.
When presenting research at a conference, a well- Reference
defined Framing term will help researchers articulate the [1] BoudanaSandrine. 2011. “A definition of journalistic
research question, purpose, and important finding so that objectivity as a performance.” Media, Culture & Society, 4: 385-
the audience can better understand the significance and 395.
contribution of the research. Defining Framing clearly also [2] BuddEntman, R. M., & Steinman, C.M.,. 1990. “The
helps researchers write papers and reports to ensure that affirmative character of U.S. cultural studies.” Critical Studies in
MassCommunication, 169-180.
information is clearly communicated and that Framing is
[3] EntmanM., & Rojecki, AR. 1993. “Freezing out the public:
used effectively. Elite and media framing of the U.S. anti-nuclear movement.”
Notably, Defining Framing has important benefits in the political communication, 151-167.
field of communications. By accurately defining and [4] EntmanM.Robert. 1993. “Framing: Toward Clarification of
interpreting the Framing of a problem, a researcher can a Fractured Paradigm.” Journal of Communication, 12 月 1 日 :
improve the accuracy and clarity of the research problem, 51-58.
choose the right research method and tool, interpret [5] FiskeJ. 1987. Television culture. New York: Routledge.
GansH. 1979. Deciding what's news. New York: Pantheon
and interpret the research result, and effectively convey
Books.
and communicate it in academic communication. A [6] Iyengar& Kinder, D. R.S.,. 1987. News that matters:
detailed discussion of these aspects will help researchers Television and American opinion. Chicago: University of
maintain an objective and specific academic level in Chicago Press.
communication. [7] M.Robert. 1993. “Framing: Toward Clarification of a
Another benefit of defining Framing is gaining insight and Fractured Paradigm.” Journal of Communication, 12 月 1 日 :
understanding of the object of study. Framing provides 54-57.
a specific perspective and interpretation framework that [8] RikerH.W. 1986. The art ofpolitical manzpulation. New
Haven: Yale University Press.
enables researchers to focus on a specific aspect of the
[9] ScheufeleDietram A.by. 1999. “Framing as a Theory of
problem and get a more comprehensive and in-depth Media Effects.” Journal of Communication.
insight from it. [10] TewksburyA. Scheufele & DavidDietram. 2007.“Framing,
Framing can be thought of as encoding and decoding Agenda Setting, and Priming: The Evolution of Three Media
the real world. Different Framing methods give different Effects Models.” Journal of Communication.
meanings and understandings to the subject of the study. [11] TewksburyA. Scheufele& DavidDietram. 2007. “Framing,
By defining Framing clearly, researchers can choose and Agenda Setting, and Priming: The Evolution of Three Media
Effects Models.” Journal of Communication, 9-17.
apply the appropriate framework to accurately interpret
[12] ZallerRJ. 1992. the nature and origins of mass opinion. New
and understand all aspects of the research object. York: Cambridge University Press.
In summary, another benefit of clearly defining Framing is
gaining insight and understanding of the research object.
By choosing an appropriate Framing perspective and
explanatory framework, researchers can focus on specific
problem aspects to obtain more comprehensive, in-depth,
and rich research insights. This deep understanding