In recent years, the buzzword "framing" has become increasingly important for press and public relations work. “Frames" are cognitive interpretative frameworks that are formed in our brains when learning language: This means that in every communication, pre-existing knowledge structures in our brain are addressed, which connect what is said or seen with our experiences. The more frequently these interpretive frames are activated through language, the stronger and more lasting their effect. Put simply, this means that every piece of linguistic information carries certain associations rom which no one can entirely disassociate themselves. For example, if one hears or reads the term "refugee flood", the term is inevitably equated with a natural disaster – with all the thought associations connected with such disasters. Accordingly, framing can be thought of as a kind of inner map, where our experiences, perceptions and prejudices provide a direction to how we understand and embed a linguistic message. Frames therefore evaluate and interpret. Accordingly, language is never neutral. For press and public relations work, framing means that one's own publications, be they website texts, newsletters, press releases or the like, should always be checked to see what associations can be triggered with the formulations, names or images used. Framing does not only apply to the spoken or written word, but also to photos and videos. They are embedded as figurative information just as quickly and mostly unconsciously. Another important finding of the framing research: Even when certain contexts are linguistically denied, framing ensures that they are thought of together. For instance, if you write a press release in which you confront prejudices against refugees and repeat these prejudices, you still reinforce the corresponding frames. If one writes, for instance, "Our experience has shown that refugees do not come to Germany because of social benefits", then the framing leads to the fact that the connection "refugees" – "social benefits" nevertheless tends to stick in people's minds. This makes it all the more important to use positive and appreciative language in one's own publications or in one's own press and public relations work that does not cater to the preconceptions and prejudices of others. For the press and public relations work, framing means that the following recommendations should be considered:
- Framing is usually an unconscious process. In professional press and public relations work, it is all the more important to be aware of the effects of framing and to check one's own publications for this: Which terms and designations are used? Which images?
- Framing also means being as precise as possible in one's language: Clichéd or overused terms open up space for interpretations that one might have wanted to avoid with one's press and public relations work.
- However, framing is also a reason to fundamentally reflect on one's own values and the corresponding communication: What values do we want to represent with our organisation/company/association and how do we best express them linguistically?
- Framing accordingly includes the maxim that talk and action should go together – something that should be evident not least in press and public relations work.
Further links and suggested reading
Wehling, Elisabeth: “Politisches Framing. Wie eine Nation sich ihr Denken einredet - und daraus Politik macht“ ["Political Framing. How a nation talks itself into what to think - and turns this into policies"], Köln 2016
re:publica 2017 - Elisabeth Wehling: Die Macht der Sprachbilder [The power of language images]
“Ich würde auf Patriotismus setzen” ["I would back patriotism"]: Elisabeth Wehling in an interview
Framing-Check der Süddeutschen Zeitung [Framing check of the Süddeutsche Zeitung]