Frames & Social Construction Flashcards
2 main things involved in framing
Selection and Salience
Selection
selected aspects change perspective
Salience
quality of being noticeable or important
frames change the way in which we
view things
What do frames define?
Limits: what is in and out of the image
4 functions of frames
- Define
- Diagnose
- Prescribe Judgements
- Prescribe Remedy
Sentence meaning in framing
any particular image of a frame
4 locations of frames
- Communicator
- “Text”
- Receiver
- Culture
What is in the frame of the communicator
makes judgements of what to say
tacit knowledge
things you know but you have trouble communicating
Frames in text
contains frames revealed by presence or absence of key info
receiver frame incolces
each person is guided by their own frames that influence how each decodes the message
cultural frames
source stock of commonly used frames that are available in social groups
How do frames work?
Absence and Presence: Leaving things out of the picture gives off a different interpretation
Berger and Luckman suggest that people make sense of experiences by…
construction a model of the social world, particularly through language
Social Construction of reality
every social group constructs their reality through shared experiences.
What does framing provide?
Audience autonomy and journalistic objectivity
Audience autonomy
Don’t consider how audiences might react but how they will react. Consider how the message will be reframed by the audience
Journalistic Objectivity
journalists may convey a dominant frame under pretense of “objectivity” by excluding certain frames
How to do content analysis
try to describe frames as not all negative or positive frames are equal: avoid this
Public Intellectual
a figure/face of science that public can trust
When was the golden age of science?
After world war 2 (man on the moon)
The Deficit Model
attributes public skepticism to science to a lack of understanding, resulting from a lack of information.
Assumptions of Deficit Model
that facts speak for themselves
What acts as a mediator in the communication of health and science?
Frames
The 8 Frames
- Social Progress
- Economic Development
- Morality and Ethics
- Scientific/Technical Uncertainty
- Runaway Science
- Public Accountability
- Middle Way/Alternative Path
- Conflict/Strategy
Social Progress Frame
improve quality of life
Economic Development Frame
Competition and market benefit
Morality/Ethics Frame
Religion and inhumane research