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Christian von Sikorski and Jörg Matthes

As one of the most popular concepts in current research on journalism and mass communication, framing refers to the idea that actors like strategic communicators, journalists, but also audience members select some aspects of a particular issue and make them salient while other aspects are ignored. Frames refer to a specific presentation of issues or events and therefore construct reality in a meaningful but selective way. They do so by suggesting a problem definition, causal interpretation, treatment recommendation, and/or moral evaluation on a given issue, favoring a specific political leaning and course of action. More specifically, strategic communicators suggest frames that compete for public and media attention, and journalists adopt and alter these frames, which ultimately affects audience members’ individual level frames. Framing as a concept thus explains the power to construct and alter meaning. As a unifying concept, framing has the potential to bridge several areas of communication research and explain the competition of strategic positions on the side of communicators, journalists, and audience members. However, the concept is also plagued by conceptual and operational fuzziness, resulting in arbitrary and incompatible uses of the term. This limits the relevance of the framing concept to theory-driven journalism studies.