Framing: An Epistemological Analysis

Abstract

The goal of this paper is to define framing as a basic form of knowledge. Starting point is a discussion of a variety of different approaches to and classifications of frames and framing as provided in the literature. The outcome of this discussion is that the confusion we can observe with regard to these concepts results from the fact that researchers are mostly ambivalent about some crucial questions that should be answered in order to get a clear understanding of frames and framing: (1.) Are frames cognitive structures or something that is present only in our language? (2.) Is framing an unconscious activity or is it possible to frame something at will? (3.) Do we have access to our own frames and framing practice so that we can choose between different frames? (4.) Are frames holistic structures involving a person's complete belief system, or are they particular sets of opinions, or attitudes, concerning limited fields of experience? (5.) If frames are particularistic cognitive structures, how can their interaction with other particularistic cognitive structures be explained, and how can we distinguish them from other cognitive structures like strategies, routines, scripts, opinions, beliefs, values, and attitudes?