MEDIA LANGUAGES

CODES, CONVENTION, and the FRAMING

THEORY
Looking at the glass in the context of news reporting

Glass half-full, glass half-empty. Source: Richard Duszczak

How are headlines framed?
WHAT IS FRAMING?
Framing is a dynamic,
circumstantially-bound process of
opinion formation in which the
prevailing modes of presentation in
elite rhetoric and news media
coverage shape mass opinion

Framing is an angle or perspective,

from which a news story is told.
 FRAMING EFFECTS
Framing effects refers to
behavioral or attitudinal
outcomes that are not due
to differences in what is
being communicated but
rather to variations in how a
given piece of information is
being presented (or framed)
in public discourse.
https://polishedspeakers.wordpress.com/2016/03/29/framing-priming-
presidential-campaign-ads/
 WHY IS FRAMING IMPORTANT?
Understanding that people are influenced by
framing can make us focus on how we
present information we want others to
accept and act on. Knowing that people are
drawn to framing that highlights certain
gains can help us present our work in this
fashion, making it more attractive and
effective. When managing or collaborating
with other people, it is important to
remember the importance of how we
present our message or position. More
effective framing may allow us to better
leverage our point of view. – Melissa Raffoni
 MEDIA IS A BIG BUSINESS!
Media is a big business. Different news and
entertainment organizations invest in human and
material resources to inform, entertain, and educate
audiences, consumers, or users of information. Their
creative people are trained to get the best stories, take
the best camera shots and sound, and use available
technologies and gadgets to deliver the news or produce
media products. The articles, programs, and special
effects that we read, see, and experience, are produced
using the creatives’ trained lenses and frames.
 MEDIA IS A BIG BUSINESS!
They basically create a new world view or media reality
that is different from the real world to grab attention
through production techniques. They use these codes
and conventions as techniques to gain ratings, and in the
process, make profit. All these are media constructions.
It is therefore important to learn how to read between the
lines and analyze stories critically as to how they are
shaped and produced.
- Jose Reuben Alagaran II
HOW TO AVOID IT?
1. Be more involved on an issue
(How invested are you in an
issue? )
2. Think through our choices
concerning an issue and try to
become more informed on it
3. Provide rationales for our
choices (Engage in more
detailed mental processing)
This issue could be framed in numerous ways
POSSIBLE FRAMES
- Absence of Peer-review process
- Curriculum revamp (Introduction of
MIL subject)
- Expertise of Authors/Sources in
question
- Fight against Infodemic/Information
Disorder
- “Never Again, Never Forget”
Political Narrative against the
Marcoses