The art of media framing

News is not only about reporting facts. It is also about how those facts are presented to the public. The media, often consciously and (only) sometimes unconsciously, frame stories in a way that shapes our perception. By presenting facts in a certain way, they influence how we understand events, situations and social issues. In order for us to become more aware of this influence, we need to understand what media framing is and how does it work.

What is media framing

Media framing refers to the way in which news and information that this news carries are structured to influence their interpretation. The same event can be shown, that is, framed in several ways depending on the choice of words, emphasis and context. Framing is not necessarily about deception. This is mainly about the selection and presentation of facts, which are then understood in a certain way, depending on how they are set in particular context.

For example, let's consider two different headlines about the same event:

- Thousands of people demand justice in a peaceful protest

- City disrupted as protesters flood the streets

Both titles describe the same event, but each of them will (surely) evoke different emotions and reactions from the audience. The first one portrays the protest as a legitimate demand for justice that, one might say, calls for understanding, while the second headline implies chaos and disorder, and may provoke, at the very least, anger or rage in the audience. From this simple example, one can clearly see the power of media framing.

How framing affects public perception

Framing affects how we perceive problems, people, situations, but also regulations, laws, economics and politics. Some ways to influence public opinion are:

- Agenda setting: The media decide which topics are important by highlighting them in different ways. From their place in the news (whether the story is shown at the beginning of the breaking news or is "buried" somewhere in the middle or end of the segment) to emphasizing certain aspects while downplaying others.

- Emotional impact: The choice of words can evoke fear, sympathy, anger or trust.

- Political and social bias: Framing can subtly promote certain ideologies without directly expressing an opinion.

A classic example is news from economics or economic policy. Again for comparison, we will analyze these two ways of reporting the same statistic:

- Unemployment rate falls by 5% as economy recovers

- Millions still unemployed despite economic growth

The first headline emphasizes progress, while the second one emphasizes remaining struggles — both are factually correct, but they frame the information differently.

Types of media "frames"

The media can frame different stories in different ways, but several general types can be distinguished:

- Framing the conflict: The focus is on the conflict, rather than its resolution.

- Human interest framing: Focusing on personal stories to make the issue more relatable and directing the audience to feel empathy.

- Economic framing: Emphasizing financial consequences rather than social impact.

- Framing responsibility: Attributing the blame to individuals, institutions or policies, instead of looking at the possible solutions.

How to recognize media framing

It is very easy to give in to the media and its subtle manipulation. However, in order to protect ourselves, we need to critically analyze the messages we receive through the media. To get familiar with framing in the media, it is necessary to ask several questions:

- What language is used? Are certain words emotionally charged?

- What was left out? Is there missing context or more detailed background that could change the meaning of the story?

- Whose perspective is emphasized? Are multiple viewpoints represented?

By practicing media literacy, we can avoid the situation in which narratives passively shape our opinion and eventually the very essence of who we are. Instead, we manage to deal with the information that reaches us in more critical and responsible way.

Media framing is an inevitable aspect of news, but awareness is key to responsible information consumption. The next time you read or watch the news, take a step back and ask yourself: How is this story framed and how does that affect my understanding?