The mass media wield persuasion as a primary tool to shape public opinion and action. Laura Fischer, Ricky Telg and their student Tracy Irani delve into the six types of messages that are used to persuade audiences, all of which leave footprints in how the media frames information to impact audience attitudes and behaviors. One of the techniques offered in this article as an example of framing is MediaWatch, an analysis of how information is shaped by the media to try and change public opinion. Advertisers, politicians and activists all use framing to try and shape reality.
Showing a story in a certain context a certain ‘frame’ by highlighting relevant features, leads the recipient to this certain framing and, consequently, leaves a certain imprint on their interpretation. Journalists tend to try to present a story in an even-handed, objective manner that avoids overly positive or negative frames, but that isn’t always possible, like in the case of the story above. Selecting certain words and images, and presenting a story in general, can offer either a positive or negative frame, and it will stick.
Frames, for example, positive ones connecting farmers, ranchers and other stakeholders as ‘stewards of the land’ or negative ones linking agricultural production to ‘factory farming’ abound in the media, because papers need to have perspectives to sell, and because the language used influences how the subject is seen and evaluated.
The authors explain that this psychological leverage is based on the principles of credibility, trustworthiness and common or consonant values, alongside the power of reciprocation, commitment and consistency, social proof, liking and authority, all principles articulated by the American psychologist Robert Cialdini.
The authors argue that those professionals, especially advertisers and marketers in the mass-media world where people are judgmental and ‘noisy’, must know how to frame a positive reaction. This article is a useful tool for anyone to learn more about the psychology of persuasion. First, it explains how different ways of media framing can shape perceptions. Second, by providing tools for understanding cues and values and pursuing negative framing techniques, it helps construct messages that fit with people’s values.
All in all, the power of persuasion in mass media is substantial, and by understanding the art of framing, and making use of the key psychological principles, those in charge of the communication are able to better handle the media influence, ensuring that their message is not only heard but also accepted.
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