Message Framing and Constructing Meaning: An Emerging Paradigm in Mass Communication Research

Abstract

This chapter analyzes the influence of framing research on the advancement of a meanings paradigm also known as constructionism. Framing models have been useful during the past 2 decades to help explain how people construct meaning by drawing upon stored knowledge or schemas to interpret news and information. Media or message framing refers both to the process of selecting and the manner in which information is presented. News messages may be framed either episodically, as a case study, or thematically, in which general or abstract concepts are presented and emphasized. Schemas, attitudes, and beliefs of professional communicators may influence the ways in which media messages are framed. Journalistic framing involves identifying a problem, assigning responsibility, considering ethical or moral implications, and recommending a solution. Audience or individual framing occurs when people process information in the context of their own schemas. Framing studies often employ multiple methodologies to analyze the messages that are produced and reception processes that occur among audience members. Thus, analysis of the framing literature is important in understanding how both the media and the members of the audience play active and vital roles in the process of constructing social reality. Examples of journalistic and audience framing processes are presented to illustrate how framing operates. Implications for the future are discussed.