FramingTheory

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Spin Framing Technique 

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All About Perceptions

In today’s world, mainstream media displays suicide bombings and terrorism being done by Muslims however in reality, that is not always accurate. This engages the viewers in perceiving that all Muslims are violent psychopaths when it is quite untrue!!!

The social constructionist view that social institutions and the elites who lead them are able to dominate the social world by propagating frames serving their interests.

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Primary, Dominant or Reality

In frame analysis, we have the capacity to constantly reframe our experience from moment to moment. According to Goffman, we do this by firmly committing ourselves to live in what we experience as the primary, or dominant, reality-a real world in which people and events obey certain conventional and widely accepted rules.

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Representation of Women in ADs

According to Goffman, ads are hyper ritualized representation of social actions; they are edited to highlight only the meaningful actions.

Advertising using the sex appeal of women to attract the attention of man to teach or reinforce social cues may have consequences. Goffman expressed how women in many ads were presented as less serious and more playful than men; their bodies are placed in playful positions and are dressed in revealing clothing which signals a willingness to take direction from a man.

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Talk about upshifting and downshifting! #HillaryClinton and #DonaldTrump are constantly arguing! However, at the end of the day they must be civil with each other.

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#upshifting #downshifting #framingtheory

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Upshifting and Downshifting

When we move from one set of frames to another, we downshift or upshift....meaning, we reframe the situation so we can experience them as more or less serious!

Example:  when you joke around with your friends but then one of them gets hurt and the argument becomes more serious.....you both downshift!

According to Goffman, daily life involves countless shift frames and these shifts are negotiated using social cues; some cues are conventional and universal.

For instance, couples often develop a very complex set of cues to signal when to upshift or downshift their interaction during the course of a conversation many upshifts and downshifts can occur based on subtle changes in voice, tone or body movement.

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Social Cues

According to Goffman, we are always monitoring the social environment. Examples of this could be: ----------> When you see a show in a theater, you rely on several conventional cues to determine when a shift on scene takes place.

-The curtains rise when a scene begins and falls when it finishes

-Other clues could be subtle shifts in lighting and music tempo can often signal changes as lights dim and music becomes ominous, we know danger threatens

Movies display many of the conventions Goffman believed we use cognitively during our everyday lives. His theory implies that we learn social cues through every day interaction and from observing how they are used in media content.  

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A Canadian-born sociologist and writer, Erving Goffman was considered to be the most influential American sociologist of the twentieth century. He was the 73rd President of the American Sociological Association, contributing his study of symbolic interaction and social theory to others. He studied the sociology of everyday life, social interaction, the social construction of self and social organization (framing) of experience. 

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Expectations and Framing

Framing comes along with expectations based on previous experiences, whether derived from media messages or direct personal experience. These expectations can be resistant to change, even when they are contradicted by readily factual information and can arouse strong emotions of hate, fear or love. Expectations often get applied by us without our conscious awareness.

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