The Media Agenda

This week for our blog entry we have been instructed to talk about media agenda. So, in this entry I will focus on Framing.

Firstly, what is framing? Framing is a form of Agenda Setting which is a very useful tactic which the media use on their publics. According to the University of Twente “a frame refers to the way media and media gatekeepers organize and present the events and issues they cover, and the way audiences interpret what they are provided. Frames are abstract notions that serve to organize or structure social meanings. Frames influence the perception of the news of the audience, this form of agenda-setting not only tells what to think about, but also how to think about it.”


Framework in my opinion is a very crafty and underestimated technique used by the media. All forms of media use it to let people form a guided opinion which matches that of the media. The media navigates their audience through a number of methods to bring them to agree with them without them coming to the realisation that they have been persuaded. Cutting Edge PR shares that Framing can be broken down to 6 different methods:


  • Metaphor – to give an idea a new meaning by comparing it with something else.
  • Stories (myths and legends) – to frame a subject by anecdote in a vivid and memorable way. For instance, some managers tell and retell stories of how teamwork helped pull their organization through in tough times.
  • Traditions (rites, rituals and ceremonies) – to use to define and reinforce organizational cultural values. For instance, certain activities (some humorous and some serious) traditionally done during annual strategic planning conferences.
  • Slogans, jargon and catchphrases – to frame a subject in a memorable and familiar way.
  • Artifacts – to illuminate corporate values through objects that strike a chord with employees. For instance, a current best-selling product compared with an outmoded product from an earlier time.
  • Contrast – to describe a subject in terms of what it is not.
  • Spin – to talk about a concept in a way that gives it a positive or negative connotation.



Employee Communication: Framing can help you communicate strong messages. 2013. Employee Communication: Framing can help you communicate strong messages. [ONLINE] Available at: [Accessed 20 May 2013].


Framing. 2013. Framing. [ONLINE] Available at: [Accessed 20 May 2013].


2 thoughts on “The Media Agenda

  1. Pingback: Media Frames | Critical Issues Blog

  2. Very well constructed post, I liked how you focused on framing a presented it clearly using a definition. I also think it is an underrated topic that has great potential if explored.

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