Framing

For my senior campaigns class, my group is working on a campaign for the College of Liberal Arts and Social Sciences(CLASS) at Georgia Southern. This week, we studied what theory would best fit with our campaign.

Framing theory has a large influence over the mind of consumers. “The basis of framing theory is that the media focuses attention on certain events and then places them within a field of meaning” (Framing). Framing theory can create an image or brand in the mind of the consumer. Framing theory uses experiences to create a thought process that tells the consumer how to think about something.

Originally based from the agenda-setting theory, which told the consumer not what to think, but what to think about, the framing theory has more influence on how the consumer thinks about it. “The way in which the news is brought, the frame in which the news is presented, is also a choice made by [the reporter]” (Framing). In the case of the College of Liberal Arts and Social Sciences (CLASS), the framing theory could be the bases of a campaign in order for them to brand themselves in the mind of the consumer.

Consumers grow through experiences. This is how their “frame” forms. If CLASS frames its image in such a way that the consumer is responding positively, more positive feedback will be received. CLASS can take the framing theory and use it as a basis to frame the image it wants to become. Once CLASS brands itself in the mind of the consumer, more people will at least be aware of the college. Once people are more aware of the college, CLASS can brand itself in prestige over the other colleges at Georgia Southern.

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March 2, 2010. PR Connections, PRCA 4335.

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