Kehystämisellä

Kehystämisellä, often translated as framing, is a concept in communication and social psychology referring to how information is presented to an audience. It involves selecting certain aspects of a perceived reality and making them more salient in a communication text, in such a way as to promote a particular problem definition, causal interpretation, moral evaluation, and/or treatment recommendation. The way an issue is framed can significantly influence how people understand and react to it.

In essence, framing is about choosing the lens through which an issue is viewed. This can involve highlighting certain details while downplaying others, using specific language or metaphors, or appealing to particular values or beliefs. For example, a political policy might be framed as either a "tax relief" or a "tax cut for the wealthy," eliciting different public responses. Similarly, a news story about a protest could be framed as a "disruption of public order" or a "peaceful demonstration for change."

The effectiveness of framing lies in its ability to shape cognitive processes, influencing what individuals pay attention to, how they interpret events, and ultimately, what conclusions they draw. This technique is widely used in political discourse, media reporting, advertising, and interpersonal communication. Understanding framing is crucial for critically analyzing information and recognizing how it might be used to persuade or influence perceptions.