Abstract

Framing is a message presentation strategy that calls attention to certain aspects of information while simultaneously taking attention away from others. There are two types of framing, equivalency framing and emphasis framing. Equivalency framing presents information that is logically the same but differs along some presentational dimension. Emphasis framing examines how emphasizing different dimensions of the same topic can result in varying opinions and perceptions. Some critiques of framing research include inconsistencies in conceptualization and the lack of clarity surrounding the cognitive mechanism that explains framing effects. Some models have addressed this concern by attempting to explain when and how framing effects occur.