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Framing Theory

Framing theory deals with the structures and organization of a communication text and how they may affect the definition and understanding of issues and our social world. Framing is a process that selects and emphasizes certain aspects and perspectives of reality when presenting them in a communication text and organizes how the audience perceives, remembers, and judges them. Structure in a communication text can have humor be the organizing principle surrounding it, as often occurs in infotainment communication (or programs intended for both entertainment and information). But humor as frames need not be restricted to the increasingly popular infotainment segment and is used in other communication segments to achieve specific effects. This entry provides a definition of framing theory and explains where frames reside and ...

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