Framing and strategic communication

Framing is probably the most popular analytical concept within communication studies. Together with Eva-Karin Olsson (Swedish Defence University) I have written an entry for the forthcoming Encyclopedia of Strategic Communication on the link between framing and strategic communication. The entry defines the concept and traces its use with a particular focus on the relevance for strategic communication. The basic attraction of framing lies in how frames provide direction for our understanding of issues through the use of certain organizing principles. Some elements are highlighted, whereas others are downplayed or left out. This influences the way that a problem is diagnosed and what remedies are suggested. Still, many different understandings and uses of the concept are found in the literature, but all have in common the idea that frames are essentially about providing meaning.

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