There’s a bear in there. And a chair as well. There are windows with frames. And perspectives to tell. There are things the news hides. This goes on world-wide. It’s playschool.
Sound familiar? We have been learning about framing since the Play School days, where we would excitedly guess whether we would be looking through the square, circle, diamond or triangle window daily. These windows show kids an alternative way of life, different to their own. Little do kids realise that there is a lot more happening through the window than what the camera chooses to show. Why do we think that the media is any different in the adult world? As shown in the required text for this week below, Social Media and News Channels frame their content in a specific way to gain the attention of the audience, and to ensure they come back for more:
News channels have a specific formula they use to convey information to viewers. We watch as the same words are used over-and-over again to describe a situation: “bombshell,” “local hero,” “this tragedy has taken the lives of .” These words appeal to our very own association chains, or index cards, that allow us to use our pre-existing ideology to make a judgement on the stimulus at hand.
As shown below in the Sound Cloud audio, one issue can have many different frames through which the story can be told. Regardless of how big the issue is, different media sources and different talent change the dynamics of the story and can alter the way that the message is received.