Apply framing theory to analyze how selection, emphasis, and exclusion shape interpretation of issues. Use this skill when the user needs to deconstruct media or organizational frames, evaluate how different frames affect audience perception and decision-making, or design strategic communication frames — even if they say 'how is this issue being portrayed', 'why do people see this differently', or 'how should we frame this message'.
Framing theory examines how the presentation of information — through selection, emphasis, and exclusion — shapes how audiences interpret and respond to issues. The same facts, framed differently, lead to systematically different judgments and decisions.
Trigger conditions:
When NOT to use:
IRON LAW: Framing Is About SELECTION and SALIENCE
The same facts presented in different frames lead to different
interpretations and decisions. A frame:
1. SELECTS some aspects of perceived reality
2. Makes them MORE SALIENT in communication
3. Promotes a particular problem definition, causal interpretation,
moral evaluation, or treatment recommendation (Entman, 1993)
There is no "unframed" message — all communication involves framing choices.
Use inductive (emerge from data) or deductive (apply existing typology) frame analysis. Common generic frames: conflict, human interest, economic consequence, morality, responsibility.
For each frame, identify: problem definition, causal attribution, moral judgment, and recommended treatment (Entman's four functions).
Assess how different frames affect audience: interpretation, attribution of responsibility, emotional response, policy preference.
Analyze which frames dominate, who promotes them, and how counter-framing operates in public discourse.
# Frame Analysis: {Issue/Topic}
## Identified Frames
| Frame | Problem Definition | Causal Attribution | Moral Judgment | Treatment |
|-------|-------------------|-------------------|----------------|-----------|
| {Frame A} | ... | ... | ... | ... |
| {Frame B} | ... | ... | ... | ... |
## Dominant Frame
- Frame: {which frame dominates}
- Promoted by: {actors/sources}
- Evidence: {frequency, prominence, resonance}
## Frame Effects
- On interpretation: {how audiences read the issue}
- On attribution: {who/what is blamed}
- On policy preference: {what solutions are favored}
## Counter-Frames
{Alternative frames, their sponsors, and competitive dynamics}
references/cascading-activation.mdreferences/frame-coding.md