Framing, as a theoretical concept, emerged from agenda setting–the notion that media coverage does not tell the public what to think, but it does have an effect in telling them what subjects to think about. (3)
Framing took agenda setting beyond audience salience and added that media coverage also indicated how that subject was to be approached by the audience, the acceptable range of terms, connections, and interpretations […]
Framing also has roots in cognitive theories about how the human brain works. (6) It ties into schema theory, the idea that the synapses of our brains do not purely save and store facts. Instead, our brains link related ideas in associative patterns; ideas fitting patterns more easily find room than those with no existing “hook” to hold them.
Ideas need the right frame to have a lasting impact.
A frame must find a common “hook” in order to take up its new residence.
