Framing, Branding and Public Images This essay discusses the value of the concept of framing for international actors and public relation consultants. Why is it important to understand the construction of frames and images in the news discourse? To illustrate the linkage between images, framing and branding the definition of these fundamental terms is required. Based on their knowledge, beliefs and experiences individuals create images of their environment that influence their behavior. Images are permanently exposed to messages and thoughts. The meaning of a message is the change which it produces in the image (Boulding, 1959, p. 7). ” Individuals adopt inputs that emphasize their current image easily and tend to reject inputs that require change. Images are influenced by subjective values that define what is good or bad. Identical parts of individual or “private images” of members of a society create a common sense that can be defined as a “public image”. Frames can be seen as packages of information that enable individuals to extract, organize and interpret the signifying elements of their experiences to construct the meaning of it.
Framing intends to influence individual’s judgments and decisions on public issues by proving information with a systematic focus on certain aspects. The main actors (policy makers, media and audience members) are connected by the public discourse that is an integral part in the shaping of public images. Framing analysis is a model that can be applied to analyze the construction of a public discourse and helps to understand how images are influenced by the way they are framed by the media. Branding is a planed process that aims to connect certain (positive or negative) attributes with specific goods, services or actors.
The process of branding includes the identification of current public images, the definition of target groups and the development of communication strategies that connect the international actor with the selected attributes. A relevant factor for the success of brand development is the persistent reprise of a memorable core message to achieve a change in the image. A major intention of public relation consultants is to provide communication strategies to clients that create a beneficial public image to support them in gaining their objectives.
The concept of framing is a valuable tool to understand how public images are “framed” in the news discourse. It can be used to analyze how preferences of target groups are influenced by communication strategies of various actors. In this process the concept of framing can be applied to examine the communication policy of opponents in order to develop successful counter strategies. Framing is both an opportunity and a threat. It is a complex and powerful tool that must be used on the basic of ethical principles. Framing has a wide range of application.
It can be applied to enhance the common welfare but I can also be used for agitation to achieve political ends that do not comply with human rights. It is important to be aware of that. References Boulding 1959 . “Introduction”. In The Image. New York. Vail Balou Zhongdang & Kosicki 1993. “Framing analysis: An approach to news discourse”. Political Communication. 10. p. 46-59 Gamson & Modigliani, 1989. “Media discourse and opinion: A constructionist approach”. America Journal of Sociology, 95, 1-37 in Pan & Kosicki 1993. Framing analysis: An approach to news discourse”. Political Communication. 10. p. 46 Gitlin 1980. “The whole world is watching: Mass media in the making and unmaking of the new left. Berkeley, CA: University of California Press in Pan & Kosicki 1993. “ Framing analysis: An approach to news discourse”. Political Communication. 10. p. 46 Goffman, 1974. “Frame analysis: An Essay on the organization of experience”. New York. Harper & Row in Pan & Kosicki 1993. “Framing analysis: An approach to news discourse”. Political Communication. 10. p. 46