Explained: What is framing and why is it now so important?

The term framing has long been defined scientifically, but is now known to a wider audience as it plays a significant role in the culture of discussion - and especially online.

Communication and psychology: framing is currently on everyone's lips.

Framing describes the power of formulations: Depending on how they are shaped, they can reinforce very different statements and thus influence the opinion of the reader or listener.

What is framing and how is it used?

Framing is currently important because of the heated political culture that has spread to society. For example, in online discussions, framing is often mentioned when talking about statements.

• Framing can be used specifically to steer the audience's opinion in a certain direction. Basically, framing can always take place, even unconsciously, because every statement can lead to a certain interpretation.
• It is about associations: Per framing, certain emotions can be subtly triggered without being explicitly expressed. This has always been an important tool in politics (and rhetoric in general), which has gained even more importance today.
• Framing can be done both positively and negatively, in terms of the associations associated with it. For example, opponents of environmental protection talk about "climate hysteria", which has a negative connotation.
• Generally, metaphors play an important role in framing, as figuration is very effective for conveying information. The talk is therefore often of "Metaphoric Mapping".

With framing experts from several fields, starting with the social sciences to communication sciences and psychology. Framing ultimately takes place (in the recipient) mostly unconsciously and is a good example of how complex the brain actually works.