Advantages and Disadvantages of Media Framing - Assignment Example

Media Framing Introduction Frames provide a coherent understanding of a particular news event because they use larger structures of social meanings such as narratives, metaphors, myths, and beliefs that are shared within a social culture. The concept of framing is associated with the agenda-setting structure of tradition though it expands the focus by looking into the essence of the issue as well. The basis of media framing is the press looks into the certain events and then puts it within a context of meaning. Framing is a highly important topic because it has a large impact on society. At its core, media draws the public's attention on the topics they want; in essence, the journalist selects the topic that people give priority to. Media framing may be most evident in the news; you can observe it in the way the news is presented and which news items are given priority. Thus, it can be said the media framing refers to how the media plans, organizes, and presents the news items to the audience; and how the audience interpret what they had been provided. Frames are abstract concepts that serve structure social implications. Framing Theory Contrary to the popular perception of rational choice theory wherein people strive to make the most rational decision, the framing theory propose that how the facts are presented (the "frame") will greatly have an impact on the choices a person makes. Framing not only lets us tells us what to think, it also influences how we think about a particular issue. It is important to remember that while "framing" can sometimes be seen as a biased form of communication; it is not really bad per se because it is an inevitable part of being human. Fairhurst & Sarr (1996) propose that framing has three elements including language, thought, and forethought. They also expound that there are many framing techniques including: 1. Metaphor – giving an idea new meaning through comparison with something else 2. Stories – includes legends and myths; used to make a subject memorable 3. Traditions – reproducing values 4. Slogans and jargon – framing through a familiar fashion 5. Artifacts – illuminate values through physical objects when language cannot 6. Contrast – describing a subject by defining what it is not 7. Spin – talking about a subject by giving it a negative or positive connotation Four Types of Frame Alignment In order to understand media framing deeper, it is important to look into the four types of frame-alignments which include frame bridging, frame extension, frame amplification, and frame transformation. Frame bridging – it basically involves linking two or more complementing ideologies but structurally unrelated frames about a certain issue. It also relates to the linkage of movements to "unmobilized sentiment pools or public opinion preference clusters" of individuals who have the same views and grievances through they lack the necessary organizational base. Frame extension – symbolizes a movement's attempt to involve more participants by extending the limitations of the frame to include views, sentiments, and interest of their target audience. Frame amplification – also known as the "clarification and invigoration of an interpretive frame that bears on a particular issue, problem, or set of events." The interpretive frame basically revitalizes beliefs and values. Frame transformation – it becomes essential when the proposed frames had not resonated with the audience Compare and contrast frames used by the two stations and websites in discussing the issue. I believe that the topic of the 2008 US Presidential Elections of utmost importance at this point in time. This is the reason why I chose the topic for this study. Aside from discussing the political issues involved for the elections and its implications for the future of the United States (ie. with regards to Iraq policy, economic policies, and international diplomacy), I also decided to focus on the two presidential candidates themselves: Barrack Obama and John McCain. Different news channels and websites have contrasting views on these two candidates. And with these views comes different types of reports and media framing as well. In this regard, I have chosen four sources to study. The two news channels I used to watch included CNN and Fox News. 1. CNN News The news story The CNN News Channel decided to focus particularly on the issue of race. They reported the views and statements of Barrack Obama regarding the McCain campaign. Barrack was quoted as saying "they seem to be focused on a negative campaign. What I think our campaign wants to do is focus on the issues that matter to American families." And to quote Obama on his statement, he said that his opponent aims to make voters "scared" because he doesn't look anything like part presidents; this is a reference to him being black. He is seen telling the American audiences that McCain does not have answers to the challenges facing the nation today. He claimed that this is the reason why the McCain campaign focuses on negative campaigning. But the CNN news story goes on to air the view supporters such as former Ohio Secretary of State Kenneth Blackwell who said, "it was sort of like a political prophylactic. Obmama was anticipating that the race will be an issue, although John McCain has worked very, very diligently to make sure that race is not the issue." Media framing From this news story, we can observe that CNN is letting the public know the specific views of Barrack Obama with regards to racism. But the news items put this particular piece of news into a larger piece of context. For example, CNN pointed out that this was not the first time the senator had made comments along the same lines because he was saying the same things during the Democratic presidential primary. I believe that the specific media framing used in this news story was frame bridging. This was because CNN was tying two complementing ideologies such as racism and cultural beliefs. At the At the end, the audience cannot help but come to the conclusion that race is a very sensitive issue and they cannot help but feel sympathetic and impressed with Obama because he is running the presidential race despite the fact that he is black. 2. Fox News The news story Fox news reported how the McCain camp has "mocked" Senator Obama as celebrity candidate because of all the he has been receiving. They took their campaign a step further when they launched a web video which depicted Obama as a "global savior". One Obama line particularly stood out because Obama was quoted as saying that "a light will shine down from somewhere. It will alight upon you. You experience an epipathy and you will say to yourself, I have to vote for Barack. McCain said that this particular video is not part of negative campaigning as what his opponent has been claiming. He said that he was injecting a sense of humor on the political campaign. Media framing It seems that the media is giving Obama all the attention because he seems to be history-in-the-making. That is, he is the first presidential candidate who seems to have a good chance of winning. The Fox News story though did just the opposite by focusing its attention on the McCain campaign. Fox seems to be using the frame transformation type of media framing particularly because the McCain camp has shifted gears from being a sensitive candidate because of the race issue to injecting humor and subtle criticism of the Obama camp. The two websites I chose to use for this study included the Washington Post Website and Yahoo! News Website. 1. Washington Post Website The news story The Washington Post website concentrated its report on McCain's criticisms of Obama's cancelled hospital visit to the military. The Washington Posts post quoted a senior McCain adviser as saying, "the attacks are part of a newly aggressive McCain operation whose aim is to portray the Democratic presidential candidate as a craven politician more interested in his image than in ailing soldiers." The essence of this news report is in the allegations that Obama wanted to have a media entourage to videotape the visit but that he cancelled the campaign when he discovered that this was not possible. Meanwhile, the Obama camp denied these allegations by saying that there was never any intention to take the media to the planned visit. There were simply concerns among Pentagon officials that it might be improper for Obama to visit the said military hospital. Washington Post also reported that the McCain camp had produced a commercial where Obama was seen going to the gym but he had no time to visit wounded troops. The Obama camp refuted this statement though because it claimed that the footage came from a stopover in Kuwait. Media framing The media framing technique that was used for this particular news story was "spin"; that is, giving something a positive or negative connotation. It is important to take note though that the spin technique did not actually come from the media itself (the Washington Post), it simply reported what the McCain camp was claiming. However, in doing so, they became part of media framing that influences people's perception. 2. Yahoo! News Website The news story The Presidential Campaign is taking a turn for the worse as the campaigns from both parties become increasingly negative. Both camps are blaming each other for this development with McCain accusing his rival of placing politics because Obama had been using his race as an issue ever since the beginning of his campaign. Obama was quoted as saying that he "doesn't look like all other presidents on the dollar bills" which has an apparent implied meaning of his being a black candidate. Upon knowing of this remark, the McCain camp said that this comment was "divisive, negative, shameful, and wrong." The McCain camp manager said that "We are not going to let anybody paint John McCain, who fought his entire life for equal rights for everyone, to be able to be painted as racist." Media framing In the Yahoo News website article, there were several types of framing techniques used. For example, the Obama camp used metaphors; he compared himself to past presidents in order to drive home a point. He wanted to emphasize that if he becomes a president, he will be the first black president. This metaphor also contains contrasts by defining Obama in terms of what he was not, a white person. For instance, in the recent election “the female candidate” or “the black candidate” frame cropped up frequently. Does one channel use one particular frame with regularity? From what I observed over the past few months, CNN has been using these particular media frames for some time. Statements like the "first female presidential candidate" and the "potentially become the first black president" usually crop up. Although there is nothing wrong with this depiction; because, after all, it is accurate, repeating it unnecessarily might cause some unwanted consequences on the consciousness of the viewers. It is understandable that the journalists involved in writing these news reports might be awed by history being made even as he writes since it is the first time for a female white candidate and a black candidate to compete for presidential nomination. However, more than catchy taglines, popular storytelling, and captivating headlines, it is the responsibility of the journalist not only to be accurate in his reporting, he should also focus more on issues that will have an impact on the lives of his viewers. For example, instead of focusing too much on Obama as a black president, they should put more attention on his political stance. They should find out his views over the war in Iraq, the current economic downturn, and the unemployment rate of the country. These issues are more important compared to comparing Obama and Hilary Clinton with regards to the "frame" that the media has put them in. What are the consequences (political, social, etc?) of that frame? Use other theories that you’ve learned that address consequences (e.g., cultivation analysis, stereotyping, etc.) As was discussed above, using media frames are not really bad in itself because it is an inevitable part of human communication. But when media frame is used to suit a certain agenda, it can have an adverse impact to society. In the issue of framing a candidate as the "female candidate" or "black candidate", its consequences in politics are apparent. While both candidates might benefit from their frames being as they are "unique" from the rest of the previous presidents, it might also work against them over the long run. For example, if Barack Obama decides to adapt laws that are advantageous to blacks, the white community might use this against him and claim that he is a biased person and a racist. The same can happen to Hilary Clinton if she gives priority to women over men. Media frames can be bad for society when used inappropriately as well. It can entice people into making judgments without sufficient evidence or without looking into the bigger picture. Aside from its political implication, other consequences might also arise from these actions. Media framing can cultivate stereotyping in society; it will break down the efforts in communication and understanding because people immediately categorize others into "frames" and putting them into these boxes will do no good and may even incite conflict if not addressed properly. Conclusion Framing is highly useful in today's society where fast information is necessary. Media frames provides a context by using stories, anecdotes, metaphors, and other framing techniques to enable viewers to understand the news story easily. It is important to realize though that even though it is an effective method, framing is usually subject to the own opinions of the journalist who created them. Also, media frames, while useful in some instances, discourage further study and analysis. People will simply look into these "media frames" for guidance without looking at the bigger picture. Viewers need to understand where to draw the line between believing what they see on the media and what they need to find out for themselves. Though media framing has its advantages and disadvantages, no one can deny that it will be a technique used for many more years to come in the mass media and beyond. Its impact on society is great and it may be irreversible unless the media makes it its priority to deliver accurate, relevant, and beneficial messages to its viewers. References: Daniel, D. (2008). Who Started It? McCain, Obama Camps Trade Barbs. Retrieved August 2, 2008 from http://news.yahoo.com/s/ap/20080801/ap_on_el_pr/campaign_race The State of the News Media: An Annual report on American Journalism. (2007). Retrieved December 17, 2007 from http://www.journalism.org Wilkinson, J.S., Grant, A.E., & Fisher, D.J. (2008). Principles of Convergent Journalism. Oxford University Press. Shear, M. & Balz, D. (2008). McCain Charge Against Obama Lacks Evidence. Retrieved August 3, 2008 from Washington Post Website: http://www.washingtonpost.com/wp-dyn/content/article/2008/07/29/AR2008072902286.html?referrer=digg Value Based Management Website. (2008). Focusing Attention Within a Field of Meaning Using Frames. Retrieved August 3, 2008 from http://www.valuebasedmanagement.net/methods_tversky_framing.html Read More