‘The Implant’

The framing theory suggests that the way in which something is presented to the audience (the frame) influences the choices they make about processing information.

Frames (also known as schema) are a concept discussed thoroughly throughout Atteveldt’s article, titled ‘Associative Framing‘. Specifically, the article looks at associative frames, which involves individuals viewing schema and linking it to a preconceived idea or belief. In order for us to interpret masses of information, we are naturally drawn to association chains already implanted within our minds – grouping people, objects or places together to better understand what we are receiving.

An example of framing can be seen throughout the media, as specific angles/perspectives are taken when constructing/sharing a news story. It’s therefore concluded that the news is not a representation of reality but in fact a reconstructed version of a story containing only a small portion of reality. The stories we hear on the news are recreated with a frame specifically tailored to their audience.


“Framing is an unavoidable and natural part of the communication and news making process” (Nisbet, 2011)



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6 thoughts on “‘The Implant’

  1. This was super interesting to read. Your post really got me thinking about the implications of framing and how it can be used so effectively that it can manipulate audiences into believing or accepting something that isn’t necessarily being used for what they are framing it as. For example, the Chinese Social ranking system which stalks and controls their population is framed in such a way to the Chinese people that they see it as a safety feature and necessity! Of course, to us this is crazy but I’m sure there must be things we are being sold on through Framing that outsiders would think is crazy too! I think a classic Aussie example would be the shoey! Though we have all be sold on it as a traditional celebration and fun experience, many outsiders simple view it as disgusting and uncultured.

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  2. You’ve really engaged with the content of the lecture and I thought you’ve made the most effective use of the short word limit to explain the complexities of framing. You’ve incorporated your own content and knowledge with the use of news reporters. I would’ve liked to see an image example of this. Loved your use of hyperlinks; it really extended your article. Your remidiation was enlightening, also really well made. As food for thought, take a look at somthing that has been unframed https://m.youtube.com/watch?v=kgaO45SyaO4
    Boston Dynamics doesn’t sell to consumers so there isn’t a need to tell the audience how to think. I personally thought Spotmini was so confronting and weird. Alien technology is always confronting and it’s astounding how Alexa, another alien concept at the time was so smoothly incorporated into the family home through effective framing.

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  3. Hey this was a really good summation on the topic of framing with great reference to how framing is undertaken by the media! You’re right in that we rely on frames to make sense of information; while the media uses frames to create engaging, and sometimes misleading news reports. The medias smart when it comes to that! I really liked your discussion about association chains, I think that the whole concept is so interesting. We all have them. When I think of teen girl I think of iced coffee. When I think of the Shire I think of people who never leave the Shire. Really interesting post, great job.

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  4. I really enjoyed your explanation of how framing works, it got me thinking about movies how we are often following the hero (the good guys/girls) but that’s only because we aren’t show the “bad sides perspective. Take Hacksaw Ridge a movie based off WWII we back the Allies over the Central Powers and in the we are shown a moment where both sides come together-

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  5. I loved reading this blog post! You have helped me understand a little bit more about the content of the lecture and the implications of framing, how framing can manipulate audiences and how framing can be seen throughout the media! The way you have discussed your points are well written with a clear meaning and your remediation strongly related to your topic, so well done! As another thought, check out this idea of framing within marketing!

    Liked by 1 person

  6. The layout of this post is very well done. Starting with defining framing in terms of communications and then giving examples it is very easy for the reader to follow along.
    The gif at the start really caught my eye and almost literally pulled me into what you were writing and you illustrate your words very well.
    Your idea about us viewing things differently because of our different mind frames is definitely good food for thought.

    Liked by 1 person

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