Framing IntroductionWhat is a frame? A few definitions of frame

Robert Entman“to frame is to select some aspects of a perceived reality and make them more salient in a communicating text, in such a way as to promote a particular problem definition, causal interpretation, moral evaluation, and/or treatment recommendation”

Todd Gitlin“frames are persistent patterns of cognition, interpretation, and presentation, of selection, emphasis, and exclusion, by which symbol-handlers routinely organize discourse”

Stephen Reese“frames are organizing principles that are socially shared and persistent over time, that work symbolically to meaningfully structure the social world”

Framing IntroductionWhat is a frame? Frames and scripts

Marvin Minsky (The Society of Mind, 1989)

“Our idea is that each perceptual experience activates some structures that we'll call frames – structures we've acquired in the course of previous experience. We all remember millions of frames, each representing some stereotyped situation like meeting a certain kind of person, being in a certain kind of room, or attending a certain kind of party”

Framing IntroductionWhat is a frame? Frames and scripts

Roger Schank (Language and Memory, 1980)

“Scripts are really just prepackaged sequences of causal chains. Some causal chains are used so often that we do not spell out enough of their details for an understander to make the connections directly. Scripts are a kind of key to connecting events together that do not connect by their superficial features but rather by the remembrance of their having been connected before”.

FramingGoffman. Picture frame

Goffman “El borde del marco es una construcción pero sólo la ve quien la construye”

Picture frames (experience frames): doctor in XX or doctor in XVIII.

Readily readable expressions. Lower the uncertainty.

Would you bury the survivors of: 1) a plane accident? (67%), 2) a bike accident? (20%).

Lakoff: “Do not think of an elephant”

FramingQuantitative Analysis

a) Computer-assisted Content AnalysisKeywords identifying frames

Bosnia and Croatia employed Ruder-Finn Company to link Serbia with concepts such as:[serb], [ethnic cleansing], [concentration camp]

They create the Holocaust frame

FramingQuantitative Analysis

b) Frame MappingCo-occurring set of terms

Wetlands issue in USA:CONSERVATION ADVOCATES

PROPERTY OWNER ADVOCATES

Natural Farmers, farmRiver, Earth Rights, ownersWildlife, species AgricultureConservation, protect Regulations, lawsHabitat, ecosystem CompensationThreatened BusinessResearch, rare RanchersBird, migratory, fish Private

FramingIssue Frames. Abortion

Each frame forms a total interpretative package that makes sense of the issue and suggests a course of action.

PRO-CHOICE FRAME

1. Women's rights(healthcare, contraception, sexuality education)

2. Fetus, embryo

3. Scientific evidence

4. Choice, freedom

PRO-LIFE FRAME

1. Baby's rights (don't mention women's rights, eject the frame Women's rights vs Fetus' rights)

2. Baby, unborn child, pre-born child

3. Moral and religion

4. Life, Infanticide, murder(do not go negative, not anti-abortion but pro-life)

FramingHow to create an issue frame: the theory of evolution

SCIENTIFIC EVIDENCE SO FAR

Charles Darwin's Theory of Evolution by means of natural selection

EVOLUTION FROM CREATIONISM WORLDVIEW

Just a theory (meaning Opinion)Gaps yet to explain

So humanity has no purpose at all?

CREATIONISM FROM CREATIONISM WORLDVIEW

Scientific theory as wellIntelligent design

World created by God for a purpose

In the education system, only scientific theories must enter schools

According to creationists, children should be taught both theories at school. In order to promote this, they create an effect that can be summarized by the expressions “the two sides for every story” and “truth must lie somewhere in between”

FramingHow to create an issue frame: the Holocaust

HISTORICAL RESEARCH SO FAR

Holocaust: a genocide perpetrated by the Nazis during WWII against jew population and other minorities such as homosexuals,

gypsies or soviets causing a total amount of 11-12 million dead

HOLOCAUST FROM JEW WORLDVIEW

Agrees with the historical research

HOLOCAUST FROM REVISIONIST WORLDVIEW

Zionist exaggerated the number of deaths

There was no Holocaust

In the media system, scientific theories must prevail

According to revisionists, Media should show both sides of the story. This way, the truth must lie somewhere in between the Zionist explanation and the revisionist explanation

FramingLakoff. Prototypes

What comes to our mind when we think about a fish?

Yes we may think on a canary, a parrot, a lovebird, an eagle...

No we do not think on a penguin, an ostrich

Whales and dolphins are mental fish!!

FramingLuntz. Reframing Las Vegas

“gambling”(Until 1970s)

Organized crimeProstitution

STDLudopathyAlcoholismBankrupcy

“gaming”(Until 2000s)

FunFamilyKids

Healthy playSecurity

More info: http://www.lasvegassun.com/blogs/kats-report/2011/oct/05/look-back-advertising-magic-what-happens-here-stay/

“what happens in Vegas, stays in Vegas”(2000s)

Break the code Good Morning

I'm Monica R&R

FramingLuntz. Greenwashing

“drill for oil”

prospectorsoil platforms

Blackdirty

selfish

“explore for energy”nature

explorersIndiana Jones

Conquest of the WestGreen and blueInternet explorer

http://www.iberdrola.es/webibd/corporativa/iberdrola?IDPAG=ESWEBCONEMPGRANEMP

FramingGreenwashing

When the use of a natural product is aligned to a need for a gentle effect it will be perceived more positively than when the need is for strenght and

durability (Luchs et al, 2010)

Baby's shampoo Ecological tyres

The 7 sins of greenwashing. 2009 Report

FramingQualitative Analysis

Metaphors. George Lakoff.

1. Structural Metaphors

2. Orientational Metaphors

3. Ontological Metaphors

FramingQualitative Analysis

1. Structural Metaphors

argument = war

* indefensible claim * win the argument* attack the weak point * strategy* right on target* demolish the argument

FramingQualitative Analysis

1. Structural Metaphors

time = money * run out of time * thank you for your time* invest my time * to save time* a waste of time

discurrir= hilo* retomar el hilo * al hilo de * nudo * hilo conductor* atar cabos * tramar

FramingQualitative Analysis

2. Orientational Metaphors

happy up = sad down * I sank * I'm feeling down * cheer me up * gives me a lift

conscious up = unconscious down* wake up * feel asleep * get up * under hypnosis

FramingQualitative Analysis

2. Orientational Metaphors

FramingQualitative Analysis

3. Ontological Metaphors

Personifications* el cáncer no me suelta * la inflación se come mis ahorros * los hechos hablan por sí solos

Metonymies* The Times hasn't arrived at the Press Room * I see new faces in the room

FramingQualitative Analysis

2. Ontological Metaphors

FramingQualitative Analysis

3. Ontological Metaphors

2 ways to conceptualize Time:

Time is an object that moves toward us* adelanto la boda * lo que queda por venir * la semana que viene * llegará el día en que

Time is a line and we move along it* dejo para más adelante la boda * entramos en los 90 * nos acercamos a las navidades