It's All In The Presentation

Whether it was addressed in our class conversations or assignments, or in the greater context of national and international news broadcasts, the topic of framing has developed negative connotations in the field and scholarly work of communications. Yet despite some obvious examples of the manipulation of framing techniques, I have tried to stay optimistic about the selection techniques of modern media outlets and producers. Though framing is used to communicate purposefully crafted, biased messages, I have always thought that there was merit to the process that has become vital to the modern communications environment. I tried to stay positive, but my efforts were met with a perpetual, seemingly endless stream of examples in which framing was used to advance the interests of a particular group, or to allow media producers to assert power, control, and influence over the ideas, beliefs, and actions of the audience. The shift in my opinion toward the dark side seemed inevitable. That was until this morning...

Today, myself and about twenty five fellows and faculty members of the Lehigh University TRAC Writing Program had the privilege of traveling to the United Nations where we met with the Communications Adviser for the Office of the Executive Director of the United Nations Population Fund. With twenty one years of communications experience at the United Nations, as well as previous careers in television and radio broadcast, this particular adviser is well versed in the role of framing in the global media environment. So, as our discussion turned toward the role of communications in advancing the goals of specific organizations, the topic of conversation naturally shifted to framing. I expected to hear what I have heard so many times before... that framing is distorting truth, or creating a misinformed global audience. Instead, what I heard was not only surprising, it was practical, positive, and encouraging.

As this particular communications adviser stated, the United Nations seeks to advance the interests of members nations and the global community. Yet when addressing issues in specific communities, the United Nations, or any other organization, cannot simply declare that specific practices of the country or community are outdated, unpopular, or improper. Instead, the people of the community must be presented with information that will allow them to understand why their practices are considered dangerous or unfavorable, and must be educated in ways to implement change. In this sense, the most effective communication occurs at the community level. This is where framing comes in. In order to make community members understand the views and opinions of outsiders, external forces, international organizations, information must be framed and presented in that are diplomatic, yet informative and relatable. Once information has been framed in ways that will be received by the people in question, the community can not only obtain relevant facts and details, but additionally understand the need for change, institute necessary steps, and finally practice and promote sustainable change at their own local level. All of this is achieved through the process of framing.

In class on Tuesday we discussed and alluded to the idea that producers or framers of information were acting out of their own interests. This emphasized the negative associations of framing that I previously mentioned. Today, however, I encountered an example that proved to be quite the opposite. The United Nations is an organization that seeks to advance the interests of the global community, and improve the conditions, status, and agency of people within it's represented regions. As a media producer, the UN uses framing to help advance the interests of the less empowered members of the global community. Yes, it is arguable that the United Nations uses framing techniques to influence the ideas of another group of people, however, when examined through a less critical lens, this particular case of modern framing demonstrates the ways in which the selective methods of communication can promote positive understanding, community engagement, and effective cultural change.