The Framing or the Interpretation Frames Theory
The Framing or the Interpretation Frames Theory

Summary/Abstract: The article presents one of the latest theories in the field of media effect research. The origins of the theory are in Sociology (Gofmann) and in Psychology (Kahneman and Tversky) and have a broad application also in Economics. The development of the Framing Theory in Communication Science was related to the Agenda Setting Research and the research of the so called Priming Effect. The research methodology that has been used in the last twenty years to analyze the news under the Framing perspective is also presented. The analysis of public relations campaigns, especially the part of media relations, is successful using the Framing Model.

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