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“Framing” by Doug Macadam: In the social sciences, framing is a set of concepts and
theoretical perspectives on how to organize individuals, groups and societies, and their
perception of reality. It includes mass media sources, political or social movements, political
leaders and other organizational stakeholders. As a framework in mind, it is the interpretations
and simplifications of mental representations of reality (Doug 53).Depending on the audience
and what type of information is presented, framing as a communication can be positive or
negative. It could be understood as part of the process to simplify reality. This is by focusing on a
subset of the relevant aspects of a situation, or a problem- either as part of the equity, or logically
equivalent alternatives. In the case of “equivalent frame” the information has similar facts, but
the context in which the perception is dependent is different.
According to Doug, the effects of synchronization can be seen in many applications in
journalism. With the same information, which is used as a base, the “frame” can alter the
perception of the issue surrounding the subject, without changing reality. Under the
communication about politics or the media, a frame packs a rhetorical element defined to
encourage certain interpretations and to discourage others. Members of political parties, for
example, try to create a problem, whose solution seems to favor their own political orientation.
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In the framework of social theory, framing is a system of interpretation, a collection of
anecdotes and stereotypes, that people depend on to comprehend events. They build a series of
“filters” of mental, biological and cultural influences, and apply the filters to make sense of the
world. Doug insists that framing is an important part of sociology, in the study of social
interaction between people. “Frame is an integral part of the transport device and data processing
in the study.” Framing techniques that can be used in a way that the services are intended to
reduce the ambiguity of the subject, and to ensure intangible contextualization of what they
already know to connect the information.
The role of the media in SCLC’s fate: The media coverage is to fight against the fact that some
