What is framing? Is it another word for spinning?
Framing is a strategic approach to communication. According to an article written by The FrameWorks Institute Strategic Frame Anaylisis, framing "refers to the construct of a communication-its language, visuals and messengers and the way it signals to the listener or observer how to interpret and classify new information."
So, framing is not to be confused with spinning. Framing allows a message to connect and reinforce ideals that are complementary to the reader.
Chris Mooney speaks of Susan Nall Bales in the article "Breaking the Frame." Nalls is the president of the FramWorks Institute and is attributed with creating the idea of "strategic frame anaylisis." Framing allows a message to connect and reinforce ideals that are complementary to the reader. Nalls believes that as people we have "frames" that are set ideals, judgments, etc., that dictate our outlook and opinion on an array of concepts.
Public relations practitioners especially use framing tailor-fit their messages for their publics. This takes research and careful attention to social science. The idea of framing is especially important because in order for a public to act on a message or agree with it, its members must first identify with it. This is key to good public relations.
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I agree, and I also must say that I used to be guilty of getting framing mixed up with spinning. At first glance the definitions seem to run together, but I think you summed up the differece in the last two sentences. A PR professional cannot reach a public using a message that is packaged wrong. While spinning is misrepresenting the facts, over exaggeration and in some cases flat-out lying, framing is simply exposing a different point of view. I think you've touched on that. Great job!
ReplyDeleteWonderful explanation of what framing is, the definition is clear cut and lets you know that it is totally different from spinning. I think that framing is a great tool that public relations practitioners should use and know how to use properly.
ReplyDeleteI find that the more I learn about framing, the easier it is for me to find its use in campaigns and other public relation tactics.