Kehystämiseen

Kehystämiseen, often translated as framing, is a concept in media studies and social sciences that describes the way information is presented to an audience. It refers to the process of selecting certain aspects of a perceived reality and making them more salient in a text, in such a way as to promote a particular problem definition, causal interpretation, moral evaluation, and/or treatment recommendation. The media, through their choice of words, images, and overall narrative structure, can influence how people understand and interpret events, issues, and individuals.

Framing is not necessarily about deliberate manipulation, though it can be used for such purposes. Instead, it is an inherent part of communication. Every message, whether intentional or unintentional, carries a frame. For instance, a news report about a protest can be framed as a threat to public order, highlighting the disruptive aspects and potential for violence. Alternatively, it can be framed as a legitimate expression of dissent, emphasizing the grievances of the protestors and their right to be heard. The chosen frame shapes the audience's perception of the event, influencing their opinions and attitudes.

Understanding framing is crucial for media literacy. By recognizing the frames used in various media, individuals can become more critical consumers of information. They can identify potential biases, consider alternative perspectives, and make more informed judgments. Different frames can lead to vastly different conclusions about the same set of facts, underscoring the power of framing in shaping public discourse and individual understanding.