Framing: Media Frames

Abstract

Abstract A media frame is a written, spoken, graphical, or visual message modality that a communicator, by means of a technological channel, uses to contextualize a topic, such as a person, event, episode, or issue, within a text. Frames of emphasis and frames of equivalency are the two main types of media frames. The bulk of research on media framing deals with emphasis frames. Media frames are communicated in texts situated within various topic domains, including news, sports, entertainment, and advertising. Because a media frame contextualizes a topic in terms of a value, theme, stereotype, ideological principle, or visual icon, detecting it depends on careful and systematic observation of framing devices in mediated texts. Content analysts use a wide range of qualitative and quantitative techniques that incorporate both inductive and deductive approaches in order to identify framing devices located within mediated texts.

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