Framing Theory

Framing theory is concerned with how when people talk about issues, they highlight certain aspects of the issues and make them more salient than others, leading to a particular interpretation. Framing theory has been used in a whole range of[Page 330] academic disciplines. While it originated in psychology and cognitive theory in the 1970s, it was introduced in sociology by Erving Goffman and in media studies by Gaye Tuchman and Todd Gitlin. During the 1990s and 2000s, there was a dramatic growth in papers on framing, in communication studies in particular. Framing has also been discussed in management literature as well as in public relations. These two literature strands typically emphasize how managers or public relations practitioners can engage in strategic framing to lead and/or ...