Theories Of Framing

Framing is a theory that is used by the media that focuses on certain events and then places them within a field of meaning (Johnston & Sheehan 2014, p. 401). Hallahan, (1999) expresses that framing helps shape peoples perspectives of how they view the world and its issues. Therefore, framing is suggested to be most beneficial to public relations because it presents information in frames, which influences the audience’s to see an issue in a particular way. Moreover, frames are intended to purposely address a certain aspect of reality that has become a public issue. In sum framing seeks to bind together the issue by carefully choosing information, ideas, judgment, claims and values into a compressed noetic narrative vivid memorable way that …show more content…
This can be further confirmed by applying the following theories of excellence theory and framing to a recent media issue and evaluate how these theories have been implemented by the media/public relations. Currently the drug ice has become somewhat of an epidemic in Australia, this problem has been identified by the Australian government who seek to stop its use through creating an anti Ice campaign that communicates the negative attributes associated to the drug. In relation to this issue, public relations where summoned to spread the message to the general public in hopes to communicate the side effects that ice yields on individuals. This campaign was only made possible by implementing theories of public relations to ensure a successful …show more content…
As mentioned previously excellence theory works on four main models. For the purpose of this subject two of the four models were relevant “press agentry and one -way communication”. Press agentry works on gaining attention through stunts, particularly by the media. Although press agentry is generally understood through stunts to gain attention, evidently the ice epidemic has gained a notable amount of attention by natural causes. The drug destroying lives is attention grabbing enough therefore peoples personal stories have been communicated to grab the press/medias attention. The next model incorporated in this campaign is one-way communication. This model focuses on communicating through one- way communication platforms such as broaches, news releases websites and posters. The government’s national drug campaign depends on one- way communication. Relying on broaches, news releases websites and posters to convey its message to audiences/stakeholders (Johnston & Sheehan 2014, p. 400-401 & Australian government