The difference between frame building and frame setting lies primarily in their focus within the communication process: frame building addresses the creation and adoption of frames by media, while frame setting concerns the influence of these frames on the audience.
In communication studies, particularly within media effects research, "framing" refers to the way issues are presented and organized within media content, which can influence how the public perceives and interprets them. This concept is typically divided into two key areas of study: frame building and frame setting.
Frame Building: The Media's Construction of Reality
Frame building focuses on the supply side of media content. It investigates how frames are constructed and adopted by communicators, such as journalists, political actors, or advocacy groups.
- Definition: As per the reference, frame building deals with "how frames create societal discourse about an issue and how different frames are adopted by journalists."
- Key Questions:
- What factors influence the news media's selection and emphasis of certain aspects of a story?
- How do journalists decide which aspects of an issue to highlight or omit?
- What organizational pressures (e.g., deadlines, news values, editorial policies) or external influences (e.g., sources, political climate) shape the frames used?
- How do different news outlets or journalists choose to frame the same event or issue differently?
- Practical Insight: Imagine a debate about a new public policy. Frame building examines how a news organization might choose to frame it as an "economic stimulus package" (emphasizing benefits for growth) versus "increased government spending" (emphasizing fiscal burden). This choice reflects the journalists' adoption of a particular frame, which in turn helps construct the societal discourse around that policy.
Frame Setting: The Audience's Interpretation and Influence
Frame setting focuses on the demand side of media content, examining the effects these media-constructed frames have on the audience. It explores how individuals interpret and are influenced by the way information is presented.
- Definition: The reference states that frame setting "concerns how media framing influences an audience."
- Key Questions:
- How does the way an issue is framed in the media affect public opinion, attitudes, or behavior?
- Do specific frames lead audiences to attribute responsibility differently?
- How do different frames activate different cognitive schema in the audience's mind?
- To what extent does media framing shape an individual's understanding or prioritization of an issue?
- Practical Insight: Following the public policy example, frame setting would analyze how framing it as an "economic stimulus package" might lead the public to view it more favorably, be more likely to support it, or focus on its economic benefits rather than its costs. Conversely, if it's framed as "increased government spending," the audience might focus more on potential taxes or budget deficits.
Key Differences at a Glance
The table below summarizes the core distinctions between frame building and frame setting:
| Feature | Frame Building | Frame Setting |
|---|---|---|
| Primary Focus | The creation and adoption of frames by media/communicators. | The influence and effects of media frames on the audience. |
| Actor | Media organizations, journalists, political actors, etc. | The audience/public. |
| Process | How societal discourse is constructed and shaped. | How audience perception and interpretation are influenced. |
| Question | "How is the frame constructed and by whom?" | "How does the frame affect the audience?" |
| Direction | From communicator to message. | From message to audience. |
Interconnection
While distinct in their focus, frame building and frame setting are intrinsically linked. The frames that are "built" by media professionals are the very frames that then go on to "set" or influence the audience's understanding. Understanding both aspects is crucial for a comprehensive grasp of media's role in shaping public discourse and opinion.
