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In the social sciences, framing comprises a set of concepts and theoretical perspectives on how individuals, groups, and societies organize, perceive, and communicate about reality. Framing involves social construction of a social phenomenon - by mass media sources, political or social movements, political leaders, or other actors and organizations. It is an inevitable process of selective influence over the individual's ''perception'' of the meanings attributed to words or phrases. It is generally considered in one of two ways: as ''frames in thought'', consisting of the mental representations, interpretations, and simplifications of reality, and ''frames in communication'', consisting of the communication of frames between different actors. One can view framing in communication as positive or negative - depending on the audience and what kind of information is being presented. Framing might also be understood as being either ''equivalence frames'', which represent logically equivalent alternatives portrayed in different ways (see framing effect) or as ''emphasis frames'', which simplify reality by focusing on a subset of relevant aspects of a situation or issue.〔 In the case of "equivalence frames", the information being presented is based on the same facts, but the "frame" in which it is presented changes, thus creating a reference-dependent perception. The effects of framing can be seen in many journalism applications. With the same information being used as a base, the "frame" surrounding the issue can change the reader's perception without having to alter the actual facts. In the context of politics or mass-media communication, a frame defines the packaging of an element of rhetoric in such a way as to encourage certain interpretations and to discourage others. For political purposes, framing often presents facts in such a way that implicates a problem that is in need of a solution. Members of political parties attempt to frame issues in a way that makes a solution favoring their own political leaning appear as the most appropriate course of action for the situation at hand. In social theory, framing is a schema of interpretation, a collection of anecdotes and stereotypes, that individuals rely on to understand and respond to events.〔 Goffman, E. (1974). Frame analysis: An easy on the organization of experience. Cambridge, MA: Harvard University Press. 〕 In other words, people build a series of mental "filters" through biological and cultural influences. They then use these filters to make sense of the world. The choices they then make are influenced by their creation of a frame. Framing is also a key component of sociology, the study of social interaction among humans. Framing is an integral part of conveying and processing data on a daily basis. Successful framing techniques can be used to reduce the ambiguity of intangible topics by contextualizing the information in such a way that recipients can connect to what they already know. == Explanation == When one seeks to explain an event, the understanding often depends on the frame referred to. If a friend rapidly closes and opens an eye, we will respond very differently depending on whether we attribute this to a purely "physical" frame (she blinked) or to a social frame (she winked). Though the former might result from a speck of dust (resulting in an involuntary and not particularly meaningful reaction), the latter would imply a voluntary and meaningful action (to convey humor to an accomplice, for example). Observers will read events seen as purely physical or within a frame of "nature" differently from those seen as occurring with social frames. But we do not look at an event and then "apply" a frame to it. Rather, individuals constantly project into the world around them the interpretive frames that allow them to make sense of it; we only shift frames (or realize that we have habitually applied a frame) when incongruity calls for a frame-shift. In other words, we only become aware of the frames that we always already use when something forces us to replace one frame with another.〔 This example borrowed from Clifford Geertz: ''Local Knowledge: Further Essays in Interpretive Anthropology'' (1983), Basic Books 2000 paperback: ISBN 0-465-04162-0 〕〔 Goffman offers the example of the woman bidding on a mirror at an auction who first examines the frame and surface for imperfections, and then "checks" herself in the mirror and adjusts her hat. See Goffman, Erving. ''Frame Analysis: An essay on the organization of experience''. Boston: Northeastern University Press, 1986. ISBN 0-930350-91-X, page 39. In each case the mirror represents more than simply a physical object. 〕 Framing is so effective because it is a heuristic, or mental shortcut that may not always yield desired results; and is seen as a 'rule of thumb'. According to Susan T. Fiske and Shelley E. Taylor, human beings are by nature "cognitive misers", meaning they prefer to do as little thinking as possible.〔Fiske, S. T., & Taylor, S. E. (1991). Social cognition (2nd ed.). New York: McGraw-Hill〕 Frames provide people a quick and easy way to process information. Hence, people will use the previously mentioned mental filters (a series of which is called a schema) to make sense of incoming messages. This gives the sender and framer of the information enormous power to use these schemas to influence how the receivers will interpret the message.〔Entman,Robert "Tree Beard". Framing: Toward Clarification of a Fractured Paradigm. Journal of Communication; Autumn 1993, 43, 4, p.51〕 抄文引用元・出典: フリー百科事典『 ウィキペディア（Wikipedia）』 ■ウィキペディアで「Framing (social sciences)」の詳細全文を読む スポンサード リンク
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