Framing is an important concept to understand when we want to get deeper into understanding how is the issue communicated.

Framing is how something is presented to the audience (called “the frame”). The way the information/issue is presented than influences how people perceive and process that information and what choices/opinions they make out of it. Framing is not just what about what is said but also about how it is said.

In framing the frame represents boundaries of a picture (e.g. news story) that depicts the topic presented. The picture in the frame (presented topic) is influenced by choice of words, use of metaphors, jargon, vocal devices, etc.

We actually cannot overcome framing when we communicate simply because the means for communication are always only pointing on and interpreting reality (see discussion about the term definition in Module 0). Every communication tool (text, picture, video, mathematical formula) has its limitations and dimensions. In this sense frames are abstractions that work to organize or structure meaning.

The framing is apart from type of communication tool also influenced by expected audience (e.g. children, target group of the media etc.) and purpose of communication. It will be of course influenced by biases (with confirmation bias I will present the topic in specific way to support my point of view). The framing is as you can see very powerful tool to be used for disinformation.