Framing.
Dictionary.com defines framing as the act, process, or manner of constructing anything. Hmm… that sounds familiar. The media has been known to do a lot of framing, have we not? Whether it is social or political issues, framing is just something we learn how to do along the way. But why must we have to frame a topic just to get the public to see our view? Can we not simply present the facts openly and hope that the public truly understands without having to slightly manipulate how they view them? Of course we can’t!
This probably explains the mistrust the public has for the media does it not? Why should they [the public] trust us [the public relations professionals] if all we seem to do is manipulate the frame so they see things our way? They shouldn’t; thus it presents the need for a change.
As future public relations practitioners, I think we should come up with one set frame. A set frame that is clear and concise. Granted, yes, we work on behalf of our client and yes it is our job to do what is best for that said client, but can we not do it openly and honestly? The facts should never change, after all they are indeed facts – and a fact is a fact is a fact, period.
So instead of just throwing away the facts when they don’t fit whatever frame someone else deems necessary, let’s throw away the frame or manipulate it to fit the facts. I wouldn’t want my thoughts, emotions or views tainted because someone didn’t like the truth. They say truth hurts and the facts don’t lie… so are we lying when we change the facts and not the frame? Hmm... I’m starting to think so.
Why should the media have to frame you ask? If the media doesn’t, the audience might not understand or care. I believe that framing is necessary for an audience to make topics relate respectively to each individual and make them comprehend the subject better.
ReplyDeleteAlthough there are some people that will use framing to manipulate a situation, not everyone will. Most examples of framing that I have witnessed were to relate to the audience or explain a point more thoroughly.
For example, for our group projects in PRRS, our topic is ecological sustainability. My team knows that when you hear those words, you most likely won’t know what on earth that means; so we were advised to FRAME it. Frame it so our classmates will understand and comprehend the message. We also want to bring the message home so we will frame ecological sustainability to where it means something to specific to each student.
I believe it’s not what you say, but how you say it.
Lately I have been asking myself the same questions, is framing ethical? While I do think its somewhat necessary, framing can be unethical, depending on the context. You’re right as public relations practitioners we do have a responsibility to our clients, but we also should have ethical standard. It is important for us to use our judgment, to know when it is ok to use framing and when its just wrong.
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