Framing Theory is a communication concept that explains how the presentation of information influences people's perceptions and interpretations. It suggests that the way a story is structured or the context in which it is presented can shape audience understanding and attitudes. For example, media coverage of an event can highlight certain aspects while downplaying others, affecting public opinion.
This theory is often applied in various fields, including media studies, political communication, and advertising. By focusing on specific frames, communicators can guide audiences toward particular conclusions or emotional responses, ultimately impacting decision-making and behavior.