Agenda framing, also known as issue framing, is a process by which the media influences the public's perception of an issue by emphasizing certain aspects of it while downplaying others. This can be done through the selection of specific words, images, and narratives.
Essentially, agenda framing involves:
- Setting the agenda: The media influences which issues are considered important by the public.
- Shaping the public's understanding: Media frames influence how the public thinks about and understands an issue.
Here are some key distinctions between agenda setting and agenda framing:
- Agenda setting focuses on what issues are important, while agenda framing focuses on how those issues are understood.
- Agenda setting is a broad theory that can encompass a variety of media effects, while agenda framing is a more specific theory that focuses on the influence of media narratives.
Examples of Agenda Framing:
- Climate Change: One frame might focus on the economic benefits of renewable energy, while another might focus on the environmental consequences of climate change.
- Immigration: One frame might emphasize the economic benefits of immigration, while another might focus on the threat of terrorism.
In short, agenda framing is a powerful tool that can be used to influence public opinion. It's important to be aware of the frames that are being used by the media so that we can make informed decisions about the issues that matter to us.
