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.