Framing Theory

Project 2

Course Name: Mass Communication Course Code: MSJ11211 Project Type: Mask Making Project Name: Framing Theory Project Date: Spring 2022

Project Description:

This project was developed for the course Mass Communication MSJ11211 as an individual assignment in Spring 2022. The task involved creating a conceptual mask to visually represent Framing Theory and its influence on audience perception. The idea was selected to explore how media shapes narratives and controls interpretation through selective presentation. The mask symbolized distortion, emphasis, and omission in media messages, reflecting both traditional and new media contexts. The project connected theoretical concepts with creative expression, using symbolism to demonstrate how information is constructed and consumed, especially within political communication and evolving media landscapes in Bangladesh and beyond.

Project Justification:

This project aligns with the learning objectives of the Mass Communication course by applying theoretical knowledge to a creative medium. It helped bridge the gap between abstract concepts like Framing Theory and practical interpretation through visual storytelling. By designing the mask, the project demonstrated how media framing influences public opinion, agenda setting, and cultural understanding. It also addressed the transition from traditional to digital media and its impact on audience perception. The exercise strengthened critical thinking about media ethics, bias, and representation, fulfilling the course goal of developing analytical and expressive skills to evaluate real world communication practices effectively.

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Framing Theory

Framing theory suggests that how something is presented to the audience influences the choices people make about how to process that information. The media not only fixes the agenda, it sometimes fixes the perception of the people.Because of this, when ordinary people start giving their opinion on a topic, they are divided into groups. If it is a political topic, it becomes more serious.

"Framing theory aims to identify schemes in which individuals perceive the world. The roots of framing theory are often attributed to the sociologist Erving Goffman who argued that interpretive designs constitute central elements of cultural belief systems. Goffman called these interpretive designs frames that we use in our day-to-day experience to make sense of the world. Frames help to reduce the complexity of information, but serve as a two-way process"- Binus University,16th July, 2016. However, one of the important areas of framing theory is media research in journalism and political communication.

The definition of convergence refers to two or more things coming together, joining together or evolving into one. Convergence in communication technologies means that different kinds of communication technologies are coming closer to each other. For example, magazines, radio programs, TV shows, and movies are now available on the Internet through laptops, iPads, and smartphones. As technology advances, convergence of media changes to keep up.

Framing theory from traditional media to new media is much more useful. Because of the easy availability of the internet now everyone is involved with new media. So it is easy to reach the target audience in a very short time.In recent times, people are turning towards new media.Because it is easier and more effective. But not all new media has yet gained the trust of the people.But now many traditional media are upgrading themselves over time to new media.Media may not tell us what to think, but media certainly tell us what to think about.The media always has control on common people. We can only know what they want to tell us. So the media will never want ordinary people to know something that will be bad for them.In the Pakistan era and the first two decades of Bangladesh, the media sector was dominated by political parties. But corporate groups took control in newspaper business in the post -1990.In 1889 there were 72 Daily newspapers published in Bangladesh. In 1993 the number of newspapers grew to 203. Besides, before the nineties, there was not much news except daily events and political issues. But after the 90s, it has changed a lot. We have become acquainted with new types of news.So it can be said that the nineties is the golden age of the expansion of newspaper business in Bangladesh.

Nowadays the local tv channels are facing a huge number of challenges including .1.Rising of online News portal ,2.Good Internet connection ,3.Threats,4.Lake of sponsorship ,5.Low budget Content . 1.Rising online News portal - The demand for TV is decreasing day by day due to the increase in online news portals. Due to which TV channels are facing threats. Several channels have already been shut down. 2-Good Internet connection - The main driving force of the TV channel is the audience.With high speed internet service, audiences are now flocking to online news. No one wants to sit in front of the TV for hours now. 3.Threats- Local TV channels cannot ensure the safety of the workers. They have to work in the midst of various political and social adversities. That is why now people are turning away from TV. 4.Lake of sponsorship - As TVs are losing popularity, sponsors are also cutting back on TV channels-which is the biggest threat to the channels. 5.Low budget Content - As a result of the sponsors turning their backs, the channels have to make low budget content. By doing so, their popularity is declining day by day.

News Framing Effects is a guide to framing effects theory, one of the most prominent theories in media and communication science. Rooted in both psychology and sociology, framing effects theory describes the ability of news media to influence people’s attitudes and behaviors by subtle changes to how they report on an issue.In framing theory the audience is always mass people. However, in some cases there may be differences. Framing theory is actually a manifestation of agenda setting theory.Framing is the presentation of visual elements in an image, especially the placement of the subject in relation to other objects. Framing can make an image more aesthetically pleasing and keep the viewer's focus on the framed object. It can also be used as a repoussoir, to direct attention back into the scene. It can add depth to an image, and can add interest to the picture when the frame is thematically related to the object being framed. Suppose a newspaper/television has received an allegation of some crimes against an MP. But they suppressed it without broadcasting it on their channel. In this case, the news platform has hidden the information. Of course, their interests may be involved here. But it is never a good practice.

Mass media presents the culture of a nation or group to another. Nowadays the media also helps us to engage with other people around the world. So now we can feel and observe different cultures at a time. If we like food / music from another culture, we unknowingly start practicing it in our daily life. On the other hand, the opposite can happen. Mass media can also have a bad effect on society.

Culture is the behavior, beliefs, social values and attitudes of a particular group of people. Culture strongly influences the mass media. Culture provides media with sources for content. The TV / radio of an area must have an impression of the culture of that area. The media can not escape cultural influence.

The fire at the Sitakunda container depot in Chittagong, is it just an accident?Not only in Chittagong, but in the whole country in the last two or three days about 3-4 fire incidents have occurred.

The media in Bangladesh is promoting all these incidents as sporadic accidents. But think about it, when did so many fires happen in the country at once?Never. The media is showing us that we are one as a nation. When there is danger, we all deal with it together. Yes, that's right. But the real truth has to be told to the people. We have to find out who is involved or who is responsible for this fire.

Remember the Neem Tali slum? How many people died in the fire? Do you know the number of dead till today? Such a big incident happened, how many people were burnt to death but not a single case was registered in the police station.Only a GD has been made in the police station and that too has been under investigation for 10 years!

The media was supposed to be the voice of the mass people.The media will use framing theory, because framing is important in a subjective presentation. But that is to say, it can never be the job of the media to achieve the interests of others by feeding useless news to the common people.

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Learnings:

• Understood how Framing Theory shapes audience perception and interpretation
• Learned to translate theoretical concepts into visual and symbolic representation
• Gained insight into media bias, agenda setting, and selective storytelling
• Developed creative thinking through conceptual design and execution
• Improved ability to connect traditional media theories with new media realities
• Recognized ethical concerns in media framing and information control
• Learned the importance of keeping backup copies after losing project materials
• Strengthened critical analysis of media narratives in political and cultural contexts
• Enhanced ability to communicate complex ideas in a simplified and engaging format

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