overframing

Overframing is a communication phenomenon in which an issue is presented through an excessive or conflicting set of frames, or where framing is applied so intensively that the core message becomes obscured. It is distinct from framing itself, which aims to guide interpretation by highlighting certain aspects of a topic; overframing occurs when the number or complexity of frames undermines clarity, coherence, or persuasive impact.

Origin and usage: The concept builds on framing theory, including work by Goffman and Entman, which describes how media, leaders, and institutions select features of a complex reality to emphasize. Overframing warns that too many frames, or frames that compete with one another, can confuse audiences, induce cognitive load, or trigger biases. The term is discussed in fields such as journalism, policy communication, marketing, and risk communication, where clarity and credibility are essential.

Effects and strategies: Potential effects include reduced message clarity, audience disengagement, inconsistent interpretation, and increased skepticism toward the source. Mitigation strategies include adopting a single, clear frame when possible, aligning frames with audience values, limiting the number of frames, testing messages, and maintaining consistency across related communications. In practice, overframing is often a balance between completeness and simplicity; effective communication conveys essential context without distracting from the main point.