What is framing and how do you recognize it.

We use language every day to communicate, convey messages and evoke images. Words not only carry their own meaning but are always used in a specific context. For example, think of ‘a warm welcome’ versus ‘a cold shower’. Such expressions evoke different feelings and associations. These connotations can be consciously used to convey a message in a specific way. This is called framing. Framing often occurs subtly and influences how we process and understand information. Especially in a time when information reaches us continuously, it is essential to recognise framing and to look critically at reporting. After all, language determines our worldview. In this article, you can read about what framing is and how to recognize it.

What is framing?

Framing is a communication technique in which information is deliberately presented within a certain perspective or framework. According to the Cambridge Dictionary, framing is ‘the ideas and meanings that are connected with something when it is described or discussed, so that people understand it in a particular way’. In other words: framing influences how you interpret a message through the choice of words, images and context. Certain aspects of a message are emphasised, while others are omitted. Framing is therefore an effective persuasion technique. Framing is not necessarily about incorrect information, but it can be misleading if it presents information in a one-sided way or directs emotions in a certain direction.

Another important concept in the context of framing is discourse. Framing often ties in with existing discourses. The term discourse refers to the collection of everything that has been said or written about a subject, including the language, concepts and images used. In that way, a discourse often creates a certain image of the world. An example of this is the colonial discourse, which has received a lot of attention in recent years. Historically, the West has been presented in this discourse as a symbol of progress and civilisation. Terms such as ‘developing countries’, ‘third world’ and the ‘N-word’ fit into this colonial discourse. Although the colonial era is officially over, the frames and images that accompany it live on. The use of such terms still carries a specific message and charge today, even if the context has changed.

How do you recognise framing?

Recognising framing starts with critically looking and listening. It is important to be aware of how a message is conveyed. Which words are used and what weight do they carry? Pay attention to whether the words have a positive or negative connotation. The same applies to the context or lack thereof. For example, selectively omitting certain information can convey a message differently. An example of this is that the sentence ‘bus drivers are laying down their work’ comes across differently than ‘bus drivers are striking because of low wages and poor working conditions’. When figures are used, you can ask yourself what the message would be if they were presented differently. For example, when someone says that a treatment does not work for 1 in 10 people, that sounds less positive than if that person says that 90% of people benefit from it.

Sometimes you can recognise framing because certain frames are repeated regularly, for example in the news or by politicians. The use of the term ‘asylum crisis’ is a good example of this. Politicians regularly use this, while it can often be doubted whether there actually is a real crisis. Such repetition can be an indication of framing. At the same time, repetition can ensure that people start to accept it as self-evident and true. After all, the message becomes more familiar and convincing through repetition. Therefore, it is extra important to remain critical in these cases. Furthermore, if a black-and-white comparison is made – such as ‘this or that’ or ‘this versus that’ – you can ask yourself whether there are other perspectives.

It often helps to think about what interests the conveyors of a message have in creating a certain image or reality. For example, politicians, advertisers and influencers often have their own interests. This can influence how they frame their message. Being aware of these interests enables you to place the message in a broader context and recognise framing.

Where does framing occur?

No form of communication is completely objective or neutral. Words always carry meaning and statements often fit easily within a certain frame. Framing is mainly used when trying to convince others, such as in an advertisement. An example of this is the use of the term ‘snack vegetables’. By linking ‘snacks’ to a vegetable, images are evoked of a tasty bite, which is the intention of the producers of small cucumbers and tomatoes. The term ‘battery chicken’ has the opposite effect.

Framing is also common in politics and journalism because it is a powerful way to convince an audience. Because frames often use existing associations and observations, you can easily play on the emotions of the audience. In addition, framing often lends itself to catchy statements, which journalists, in turn, like to use and which easily stick with the audience. A well-known example of this is the use of ‘migrant invasion’ by Donald Trump during his campaign, to portray migrants as an actual invasion that politicians should actively tackle. This frame increases the sense of urgency and strengthens its message.

A current example of framing occurs in the debate about Israel and antisemitism. Antisemitism evokes strong associations with the Holocaust and pogroms. In political discussions, criticism of Israeli policy regarding Palestine is regularly labelled as antisemitic. This is framing because criticism of the state of Israel does not automatically equate to hatred of Jewish people. By framing the criticism in this way, a substantive debate is made more difficult and pro-Palestinian statements are more quickly labelled as antisemitic, while they are aimed at the actions of the Israeli government. This can have a polarising effect. A complicated discussion is reduced to a black-and-white frame, which makes the discussion unnecessarily more sensitive.

Framing also occurs in discussions about the European Union (EU). For example, Dutch politician Geert Wilders said in 2013: “Brussels governs, Brussels dictates, the Dutch citizen pays, the citizen perishes” (transl. ed.). His message was clear: the EU is too controlling and burdens Dutch citizens, but they must take out their wallets. Another example of negative framing of the EU was used during the Brexit debate, namely ‘Take Back Control’. The United Kingdom would regain control over money, regulations, borders and sovereignty through an EU exit. Both frames create negative associations with the EU. The broader benefits of cooperation are not mentioned.

Of course, there are also examples of positive framing of the EU. For example, the term ‘stronger together’ is often used to emphasise that cooperation between member states leads to positive results. The title of an advisory report from the Social and Economic Council, ‘Policy Agenda European Union 2024-2029 – Stronger together in times of transitions’ (transl. ed.), for example, conveys a positive message. It focuses on unity and the power of cooperation. The same applies to the official motto of the EU: ‘united in diversity’. According to the official EU website, the motto indicates “that EU cooperation and the European pursuit of peace and prosperity are fueled by the many different cultures, languages ​​and traditions of our continent”.

The power of reframing (<– that’s a frame!)

In addition to framing, there is also reframing. This is the process of transforming an existing frame into a different perspective with new meaning. This can play an important role in revising historical interpretations or societal perceptions. An example of this can be found in the work of Margaret D. Stetz, who writes about reframing the term comfort women. This term refers to the hundreds of thousands of young girls and women who were forced to work in brothels by the Imperial Japanese Army between 1932 and 1945. The term comfort women is misleading because it trivialises the reality of large-scale sexual slavery and the young age of the victims. Stetz discusses how the language and discourse surrounding these women create a distorted image and links this to the broader discourse of young women in conflict zones. Thanks in part to new research and more conscious use of language, the victims are more often referred to as ‘comfort girls’. This reframing contributes to a more accurate picture of history. Reframing emphasises how language and context can change our understanding of events, and how reinterpretation can be essential to doing justice to reality.

As the examples above have shown, framing is a powerful tool that can be used to steer people’s thinking in a certain direction. In this article, we have seen that framing is used almost everywhere, from advertising to politics to everyday language. By recognising framing, we learn to deal with information more consciously and form a more balanced opinion. This is especially important in the digital age in which we live, where our access to all kinds of information is virtually unlimited.

Julia studies Liberal Arts and Sciences at Utrecht University, with a major in International Relations in Historical Perspective. She also completed a Bachelor’s degree in Law.

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