[Download PDF: No2_iMekong_FramesFramingandReframing]
“A frame is more than a message.”
A Frame is an organization of perception towards a particular occurrence. Frames are often used interchangeably with many other terms, such as claim, angle, point of view, perspective, discourse, and assumption of an event or a thing. For this factsheet, “frame” refers to a central claim of a particular reality.
Frames usually help an audience understand a particular situation in a particular way. Frames require supporting factual and relevant evidence. Powerful frames are based on a solid basis of logical and compelling evidence, and they must make sense to their audience.
Framing is a process to shape your message for your audience to have an understanding about something in a more specific way. Frames follow an objective; for example, a message can be framed to mobilize its audience to take action.