How framing theory conceptual media

Full Answer Section

     

• Influence: Media frames can subtly influence public opinion on various issues. By emphasizing certain aspects and downplaying others, media can "push" audiences towards specific interpretations or solutions.

Key Concepts of Framing Theory:

1. Selection and Salience: Media outlets choose which information to present (selection) and then emphasize specific aspects within that information (salience). This selection and emphasis shape the frame and influence how audiences perceive the issue.
2. Competing Frames: There can be multiple frames for any issue. Different media outlets or individuals might present contrasting frames, highlighting different aspects of the same issue.

Central Proposition of Framing Theory: The central proposition is that the way information is presented (the frame) is just as important, or perhaps even more important, than the information itself in shaping audience perception and judgment. Episodic vs. Thematic Frames:

• Episodic Frames: Focus on specific events or stories, often emphasizing emotions and personal experiences. They tend to lead to blaming individuals or specific actors.
• Thematic Frames: Focus on broader underlying causes and systemic issues. They tend to lead to blaming larger systems or institutions.

For example, an episodic frame for a crime might focus on the criminal's background and blame them as an individual. A thematic frame might focus on social factors like poverty or lack of opportunity and blame societal conditions. Accessing Frames:

1. Schema Activation: Prior knowledge and existing beliefs activate frames to interpret new information.
2. Experiences: Personal experiences can shape which frames are most readily accessible.
3. Cues in the Text: The way information is presented (language, visuals) can cue specific frames.
4. Social Influence: Exposure to how others frame an issue can influence our own frames.

Criticism of Framing Theory: One criticism is that framing effects may be weak or inconsistent. People might not always be susceptible to framing, and other factors like pre-existing beliefs can play a stronger role. Framing Theory's Evolution: Framing theory has expanded beyond simply emphasizing the power of media to acknowledge the role of audience agency. People can actively resist or reinterpret frames presented by media. Race-Coded Issues and Attitudes:

• Race-Coded Issues: Issues where racial aspects are not explicitly mentioned, but racial stereotypes are subtly activated. For example, welfare reform discussions might use coded language about "inner cities" or "single mothers," which can trigger racial biases.
• Impact on Attitudes: Race coding can activate negative stereotypes and lead to biased judgments and policy preferences. For example, people might be less supportive of social programs perceived as benefiting racial minorities.

Johnson et al. Study on Empathy and Hurricane Katrina: The study found that white Americans showed more empathy and policy support for white victims of Hurricane Katrina compared to Black victims. This suggests racial bias can influence how people respond to tragedies, potentially hindering aid efforts for minority groups. Sensational Stories and Perception: Sensational stories with dramatic narratives and emotional appeals can grab attention but may distort our understanding of an issue. Focusing on extreme cases or graphic details can distract from the bigger picture and lead to inaccurate perceptions of the actual prevalence or nature of a problem.  

Sample Answer

   

Framing Theory and Media Influence

Here's a breakdown of how framing theory explains media's conceptualization, effects, and influence:

1. Framing Theory and Media:

• Conceptualization: Framing theory suggests media doesn't simply present information; it "frames" it by highlighting specific aspects, using language, visuals, and story structure. These frames influence how audiences understand and interpret the information.
• Effects: By shaping how people understand issues, framing can influence their attitudes, opinions, and even behaviors. For example, framing a crime story as a random act of violence versus a gang-related incident can evoke different emotional responses and opinions.