Framing

Framing has two meanings. The first one pertains to information presentation, where certain aspects are accented, and others are deemphasized, imposing a particular point of view or frame of reference. A typical example is the proverbial glass, framed as “half full” or “half empty.” In other words, framing is those bits of conclusion and judgment about characteristics of what is presented that go unnoticed. The second meaning of Framing is about the adoption of a particular frame by the audience.

As people perceive and evaluate comprehensive sets of information, they build a simplified model that summarizes information they have already acquired and conclusions they have made. All new information is filtered through this model (aka schema), and different components of the situation classified according to it. If the subject is new, they will cognitively start building a new schema (Heuer, 1999) and process all dependent information they receive based on it.

While this cognitive process happens within the individual, as they are engaged in critical thinking, it is also possible to push a model - frame of reference – onto them, where the information is over-simplified and delivered, and later all additional information is streamlined to fit and reinforce the said model. This process of simplification and providing a model is called framing.

Now it becomes clear how this can be exploited for an Influence Operation. By accentuating specific characteristics and suppressing others, we can build a schema on one’s mind that aligns with our goals, so when crucial information is delivered, they will process it in a specific way. In the following section, we will see how Priming, Agenda Setting, and Framing can be combined for an optimal effect.

Recommended Reading

Heuer, R. J. (1999). Psychology of intelligence analysis. Center for the Study of Intelligence, Central Intelligence Agency.