Framing Theory, Mass Media, And Conflict
• Stories (myths and legends): To frame a subject by anecdote in a vivid and memorable way.
• Traditions (rites, rituals and ceremonies): To pattern and define an organization at regular time increments to confirm and reproduce organizational values.
• Slogans, jargon and catchphrases: To frame a subject in a memorable and familiar …show more content…
Individual frames in political communication are “information processing schemata” versus media frames as “a central organizing idea or story that provides meaning to an unfolding strip of events” (Scheufele, 1999, p.106). Media versus individual frames are challenged because they view how media is used from journalists to put their angle on a story. It works independently from individual frames which effect how much responsibility the audience puts on the receiving the news story (Scheufele, 1999). Journalists set the importance of the framed information according to the specific audience. Frame setting is “concerned with the salience of issue attributes” (Scheufele, 1999, p.116). Conclusively, this article recommends that apart from setting a useful model for determining how frames are set, communication researchers need to continue to approach the framing theory differently than already established research (Scheufele,