Framing Theory

As I underwent the onboarding process, I realized the immense importance of rhetoric and framing when creating social media and PR materials for non-profits. For this blog post, I'll discuss Framing Theory/Frame Analysis and its relevance to my work at MCNW.

In one application, Framing Theory argues that speakers with authority (media, organizations, etc.) focus their dialogue on a particular issue/topic. By concentrating their communication on a specific topic, they position this issue as one of importance for the audience. Frames are used to organize message meaning and ensure the message is received in the intended way by the audience. More than just telling the audience what to think about (this is the basis for Agenda-Setting Theory), they tell the audience how to think about something. The theory was first introduced by Goffman, who coined it Frame Analysis and has since been expanded. Fairhurst and Sarr compiled a list of framing techniques, including: metaphor, stories, tradition, slogan/jargon/catchphrase, artifact, contrast, and spin.

Conscious messaging is a crucial aspect of creating content for MCNW. The manner in which topics are presented and talked about both internally (within the organization) and externally (through PR, social media, other outreach) is an effort to strategically communicate the values MCNW wants to establish. As an organization focused on working with disadvantaged and underserved populations, language like "helping" and "low income" come with connotations that we don't want impressed upon our audience. For example, MCNW agenda-sets by creating a blog post about a small business owner from a marginalized population - the audience perceives this story as important because MCNW is sharing it. But how and using what frame does MCNW present it? Instead of saying, "We helped Jane Doe start her business," frame the message as "We worked with Jane Doe so she could build her business." This framing gives agency to Jane Doe and puts MCNW and Jane on the same levels of power. Instead of talking down or minimizing the work of the individuals we work with, we frame their stories in a way that rightfully portrays them in an empowered manner. This frame impacts how the audience perceives both MCNW and our clients.