Media Framing

            Much like a picture frame can crop out or cover up part of a picture, possibly removing some detail, the framing of any piece of media can significantly change its meaning, as is the case with many news stories.

            Framing can be characterized as the deliberate association of one or more ideas with a piece of media. These carefully selected linkages play a large role in helping to maintain hegemony among consumers of media by essentially forcing a particular viewpoint upon them. With careful word choice, camera angles, or cropping (among other techniques), an editor of media can make two similar pieces have completely different meanings. A positive can be turned into a negative, and vice versa, with the simple changes of a few words, pictures, or clips of video. Essentially, the way an editor or producer frames a piece of media goes a long way in terms of how the public perceives that media and what they will take away from it.

             A recent example of news framing can be seen in the media’s handling of the BP Oil Spill in the Gulf of Mexico. As seen in the CNN News screen shot to the right, BP is referred to as just that, “BP,” the name that it has been going since 1998.  This is in direct contrast to how statements released to the media by President Obama called the company by its original full name, “British Petroleum.” The name stuck and media outlets began using this name as opposed to just BP. This BBC News article explains how the British greatly took offense to these remarks. Essentially, documents released to the news media from the US government are using framing to try and make Americans see this oil rig blowout as a foreign, British problem. This framing, by simply using an older, outdated term for BP, associates this disaster with Britain as a whole, rather than just one company. Obama insisted that his comments were not anti-British, and while that may be true, his media statements have already been released. The framing and linking had already been sent around the country and world. All of a sudden, Britain had dumped oil in the gulf, not just BP.

          Overall, framing is a very powerful tool. The media can change and manipulate a story to give the view that they want. All it takes is the simple manipulation of a few words, pictures, or clips of video to make this happen.