Propaganda Technique

Framing belongs to the most subtle and effective propaganda techniques in the modern media landscape. The term originates from cognitive science and describes how the choice of certain words, images, and contexts creates an “interpretive framework” that guides our perception and evaluation of events, people, or issues. Unlike obvious propaganda, framing usually works unconsciously and appears to the recipient as objective reporting.

The power of framing lies in its ability to make the same facts appear completely different without lying. By selecting certain aspects, emphasizing specific details, and using emotionally charged terms, a cognitive framework is created that channels our thinking. Media use framing through headlines, image selection, source selection, and the order of information presentation. This technique is particularly effective because it connects to existing mental models and prejudices and reinforces them.

The psychological mechanisms of framing are based on how our brain processes information. People automatically categorize new information into existing mental schemas. Through skillful framing, media can determine which schema is activated. An event can be framed as a “crisis” or “challenge,” a person as a “fighter” or “extremist,” a policy as “reform” or “attack.” Each frame activates different associations and emotions and leads to different conclusions, even though the underlying facts are identical.

To recognize framing, it is important to pay attention to the language used, seek alternative representations of the same events, and become aware of which aspects are emphasized or omitted. Critical media literacy requires the ability to read between the lines and recognize the implicit messages conveyed through the manner of presentation.