MEDIA AND CULTURE: Frame analysis for the reception study

Abstract

The frames are organizational structures, cognitive operations, as that the narrative matrices resorted by media genres, these are part the substrate of the culture that transmitters and receptors share. “Framing studies” or “framing theory” are closely linked to political issues. Studies of the “framing effect” are inscribed in the tradition of the theory of the effects, but pretend configure a differentiated model over other models, especially the agenda setting and priming.

The article argues that the notion of Frame analysis finds its foundations in the sociology of Erving Goffman who, beyond Bateson, develops the cinematic metaphor applied to everyday life. It indicates that the framing research is interrogated by the way how issues and discourses are constructed as well as the meanings that unfold there. These studies complicate the text-audience relationship, because it takes into account the interaction with the memory of the audience or its possibility of resistance readings. These studies provide a productive articulation, both theoretical and methodological, with reception studies and their development from cultural studies.