The Psychology of Framing: How Everyday Language Shapes the Way We Think, Feel, and Act.

Abstract

When we use language to communicate, we must choose what to say, what not to say, and how to say it. That is, we must decide how to frame the message. These linguistic choices matter: Framing a discussion one way or another can influence how people think, feel, and act in many important domains, including politics, health, business, journalism, law, and even conversations with loved ones. The ubiquity of framing effects raises several important questions relevant to the public interest: What makes certain messages so potent and others so ineffectual? Do framing effects pose a threat to our autonomy, or are they a rational response to variation in linguistic content? Can we learn to use language more effectively to promote policy reforms or other causes we believe in, or is this an overly idealistic goal? In this article, we address these questions by providing an integrative review of the psychology of framing. We begin with a brief history of the concept of framing and a survey of common framing effects. We then outline the cognitive, social-pragmatic, and emotional mechanisms underlying such effects. This discussion centers on the view that framing is a natural-and unavoidable-feature of human communication. From this perspective, framing effects reflect a sensible response to messages that communicate different information. In the second half of the article, we provide a taxonomy of linguistic framing techniques, describing various ways that the structure or content of a message can be altered to shape people's mental models of what is being described. Some framing manipulations are subtle, involving a slight shift in grammar or wording. Others are more overt, involving wholesale changes to a message. Finally, we consider factors that moderate the impact of framing, gaps in the current empirical literature, and opportunities for future research. We conclude by offering general recommendations for effective framing and reflecting on the place of framing in society. Linguistic framing is powerful, but its effects are not inevitable-we can always reframe an issue to ourselves or other people.