Kehysanalyysiä

Kehysanalyysiä, known in English as frame analysis, is a qualitative research method used to examine how certain issues or phenomena are presented and understood within specific contexts, often media or discourse. It focuses on the underlying structures and assumptions that shape our perception and interpretation of reality.

Developed by Erving Goffman, frame analysis initially explored how individuals use "frames" to organize and make sense of social interactions. In communication studies and media research, it has evolved to analyze how media outlets construct narratives by selecting certain aspects of an issue while downplaying others. This selection process, known as framing, influences how audiences perceive the issue's significance, causes, and potential solutions.

Researchers employing frame analysis identify recurring themes, metaphors, and linguistic devices within texts or conversations. These elements reveal the dominant frames being used. For instance, a news report framing poverty as a result of individual irresponsibility will likely elicit different public responses than one framing it as a systemic societal failure.

The method involves a systematic process of identifying, categorizing, and interpreting these frames. It helps understand power dynamics, ideological influences, and the construction of social meaning. By deconstructing these frames, one can gain a deeper insight into the persuasive strategies employed and their potential impact on public opinion and policy.