Framing can be seen as a fundamental concept in understanding human perception of reality. A frame can be described a perception, point of view, spin or propaganda. Our interpretations of external stimuli are reliant on a frame built from previous experiences and knowledge stored in memory.

When looking at framing within media it is important to understand that the consequences of any phenomenon become radically different as changes are made to what is predominately displayed, what is repressed and especially in how observations are classified (Edelman, 1993).

Edward Bernays was a famous pioneer in the field of public relations and propaganda. He is best known for his 1929 campaign where he promoted female smoking by branding cigarettes as feminist “Torches of Freedom“.