Keretirányelve

Keretirányelve, also known as "frame of reference" in English, is a concept in linguistics and communication studies that refers to the set of assumptions, beliefs, and values that influence how individuals perceive and interpret information. These frames can significantly impact the way messages are conveyed and received, shaping the understanding and response to communication.

The term was popularized by Erving Goffman in his 1974 book "Frame Analysis," where he argued that people use frames to make sense of their social world. A frame can be thought of as a lens through which events are viewed, influencing how they are perceived and understood. For example, the same news event might be framed differently in a positive light by one source and in a negative light by another, depending on the underlying assumptions and values of each source.

Keretirányelve can also be applied to various fields, including politics, media, and marketing. In politics, for instance, political campaigns often use specific frames to influence public opinion. In media, journalists and news outlets may use different frames to present the same story, affecting how audiences perceive it. In marketing, companies use frames to shape consumer perceptions and preferences.

Understanding keretirányelve is crucial for effective communication and critical thinking. By recognizing the frames at play, individuals can better evaluate the information they receive and make more informed decisions. It also highlights the importance of transparency and honesty in communication, as frames can be manipulated to influence outcomes.