Framing Notes - Framing 15:12 I.Framing A.Whatisit !OMG...

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Framing  15:12 I . Framing A. What is it? Explains how reality is communicate Shapes how to think about reality Agenda setting-glass has water in it! OMG! Framing-Glass half full vs. half empty Words, images, etc. evoke mental representations, interpretations, feelings/emotional  responses.  Framing effect - refers to changing someone’s attitude or behaviors based on how  information is communicated. Cultural values and norms Ex. Sherman-framed him out to be a “thug” and all this nonsense which wasn’t true. Just  normal sportsman ship. He was someone most people didn’t have an opinion about until  the media put the label thug. People started thinking of him negatively.  B. Types of Frames 1. Positive/Negative- “highlights of last nights game” “some incidents from one team”  Either positive or negative.  2. Equivalency
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  • Spring '08
  • Cheong
  • basic idea, different needs, Equally strong cases, Tension Release, normal sportsman ship.

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