Framing (social sciences)

The one with the media effects approach of Agenda Settings linked term Framing ( English) or framing describes the process of embedding of (political) events and themes in subjective interpretation framework through mass media actors and political public relations, colloquially " box thinking" or " in a (Food ) called set grid ". Here, a specific ( political) issue is mediated by selective emphasis and accentuation, as well as attributing certain characteristics to the audience on a certain way. The topic is embedded in the social situation, defined as problems and possible causes and associated problem-solving approaches are presented.

The "frames" are emotional and normative occupied, mostly unconsciously mediated basic ideas of the people, society and policy issues and form the background or framework for political public relations.

" In so far as it is possible the media, [ ... ] attention flows to steer on publicly relevant objects, [... ] they win a over Thematisierungs and theme structuring effects far beyond potency: put not only issues, they also require the official policy and insert do certain actions at hand. "

A distinction is made between diagnostic framing, which focuses on the representation of problems and blame, prognostic framing in the context of problem solving and strategies are proposed and motivationalem framing, which refers to the mobilization of participants and sympathizers. Other typical frames (after Semetko and Valkenburg ) are the subdivisions in conflict, human interest, economic consequences, moral judgment and responsibility. If so led the discussion about the cuts in social spending, for example, in politics, so this debate can be as follows " Geframed ": Either the conflict ( the political actors but also other interested persons, such as trade unions or charities) is displayed, the of life and the problems of Sozialhilfeempfängers ( human interest ), the economic consequences (for both receiver as well as government), by a moral assessment ( How much money do you need to survive? ), or by managers are sought ( inflexible labor market, unmotivated job seekers, etc.).

Also, the framing, ie the linguistic context in which factual information is embedded can affect the mood and motivations of a counterpart. For example, information can be formulated quite differently and thus very different reactions ( The most famous example: "The glass is half full" vs. "The glass is half empty ."). But even during a therapy you can have the same content differently pack ("This therapy works in 90% of cases " vs. "This therapy works in 10% of patients not at all" ). Through a more positive formulation here a better patient cooperation can bring.