Framing — the art of presenting information and manipulating the mind
If you say “the glass is half full,” it sounds optimistic. But if you say “half empty,” it sounds pessimistic. That’s how the framing effect works: it changes our perception, even if the facts remain the same.
Today we will discuss the framing effect and understand how it is used to manipulate news.
The framing effect is a cognitive bias in which the way information is presented (formatted) influences how an individual interprets it and makes decisions. The term is most often associated with research in the field of behavioral economics and the psychology of decision-making, however, the effect itself is widely used in various areas of life.
The framing effect became widely known thanks to the work of psychologists Amos Tversky and Daniel Kahneman. Their 1979 paper, “Prospect Theory,” first introduced the world to concepts related to the influence of context on decision making. In 1981, Tversky and Kahneman conducted a study in which participants were presented with essentially identical situations, but worded differently — in a positive or negative light (for example, the number of people saved or the number of people killed in an epidemic). This study showed that the form of presentation of information significantly affects the choice and perception of the decision, even if the options themselves are essentially the same.
How the effect works.
1. Frame selection. When information is presented, you can choose different angles or frames to present it. A trivial example would be to describe a glass as half full or half empty.
2. Impact on risk and benefit perception. Framing effects influence how people evaluate risks and outcomes. If a decision is presented in terms of “losses,” it may be perceived more negatively than if it is presented in terms of “gains.”
3. Psychological framing can influence emotional responses and motivation. For example, framing a task as an opportunity for growth instead of a difficult task can inspire a positive attitude.
4. Loss aversion. People tend to avoid potentially negative events. This means that decisions formulated to minimize losses may be preferable.
5. Decision Making: The framing effect can change people’s decisions in health care, finance, politics, and other areas.
Where and how the framing effect is used
- Marketing and advertising: Advertising messages are formulated to emphasize the benefits or positive aspects of a product or service, while avoiding negative framing that may create a more pessimistic perception in consumers.
For example: “GMO-free” and “Natural product” — both statements mean the same thing, but the first one causes anxiety, and the second one — trust.
- Public opinion. In politics or public debate, framing is used to emphasize one’s view on an issue. This can make a politician’s position more attractive to the audience.
For example: “Protests against the government” and “Mass popular demonstrations for change” — the presentation and final impression depend on the position of the media.
- Healthcare: In the context of framing, health messages place greater emphasis on the positive aspects of treatment or prevention to inspire patient trust and support.
“The vaccine protects against severe forms of the disease” (emphasis on benefits) or “Without the vaccine, the risk of complications is higher” (emphasis on fear).
- Education: When teaching students, presenting information in context can improve understanding and retention of the material.
“Homework is a must” (pressure) or “Homework will help you consolidate the material” (motivation).
- Psychology and personal development: Individual interactions such as coaching use positive framing to encourage changes in thinking and behavior.
“You can’t handle it” (demotivates) or “It hasn’t worked out yet, but there’s room to grow” (stimulates development).
- Information wars. The dissemination of specially prepared and even false information and the distortion of real facts in order to influence the enemy so that he independently makes decisions that are beneficial to the attacking side.
“Corruption scandal” (accusatory) or “Investigation into possible violations” (formally neutral).
As we can see, the framing effect is quite applicable in almost all areas of information exchange. Therefore, it is important to be vigilant and ethical when using framing techniques to avoid manipulation and distortion of information. In the following material, we will consider specific examples of using the framing effect to present information and learn how to resist this type of influence.