Many issues people view as important would not be as prominent if it weren'tor framing. Framing allows mundane issues to become pressing issues.
According to the “The Psychology of Climate Change Communication,” "framing is the setting of an issue within an appropriate context to achieve a desired interpretation of perspective."
It has the power to attract an audience who normally wouldn’t listen to the arguments of an issue. It applies common interests and personal aspects of life to reach people in a new way.
“The Psychology of Climate Communication” also mentions that the intention of framing is not to deceive or manipulate people, but to make an issue more understandable. People would not listen to something they are not interested in or believe is true. When an issue is framedm, it gives an individual a reason to care.
Public relations professionals really take advantage of the technique of framing, especially in campaigns. The focus of a campaign is the way an issue is framed. Once the focus is established, all the other elements are able to across smoothly.
I look forward to applying framing to assignments that I will come across in the future, because it makes an enormous difference. One example of framing that we spoke of in class concerned taxes. Most people generally care about taxes, but it wasn’t a big deal to some. However, taxes were framed as “tax relief,” giving the impression that taxes were a form of oppression. Tax relief became a vast topic in the recent elections.
Framing is an efficient tool to attract an audience because of its subtleness. Framing is almost unconscious and hard to pick apart because it flows so well with an issue. This was one of the main problems I faced while learning the concept of framing. Everything made sense to me. I didn’t think an issue wasn’t important until someone tweaked it. I just believed the issue in general was significant. This is why framing is great at explaining a perspective and getting the central point across.
