Framing theory, also known as "framing" in English, is a key concept in psychology that helps us understand how the way information is presented can influence our perception, interpretation and decision making . This theory suggests that the way a problem or situation is presented can influence the way people perceive it and make decisions about it.
Origin of Framing Theory
Framing theory was developed by psychologists Daniel Kahneman and Amos Tversky in the 1970s. Kahneman and Tversky conducted a series of research that demonstrated how human beings do not always make decisions rationally, but are influenced by contextual factors, including the way information is presented.
Types of Frames
There are several types of frames that can influence how we perceive information:
- Framing of gain and loss: Presenting the same information in a positive (gain) or negative (loss) way can influence our decisions.
- Framing attribution of responsibility: The way in which responsibility is assigned in a situation can influence how it is perceived and acted upon.
- Risk framing: The presentation of the risks of an action can influence whether we decide to take that action or not.
Impact on Decision Making
The framing of information can have a significant impact on how we make decisions. For example, if a drug is presented as "with a 95% success rate" rather than "with a 5% failure rate", people are more likely to choose the first option over although the information is the same in both cases. This phenomenon is known as the framing effect in decisions.
Applications of Framing in Everyday Life
The theory of framing is applied in numerous contexts of daily life, from advertising and marketing to politics and education. For example, in advertising, the way a product is presented can influence whether consumers perceive it as desirable or not. Likewise, in politics, the way an issue is presented can influence public opinion and the decisions of leaders and voters.
Effects on Public Opinion
The media and social networks are especially adept at using framing to influence public opinion. The choice of words, images and approaches in the presentation of a news story can skew the public's perception of a particular topic. For example, the way a political event is reported can influence how a candidate or political party is perceived.
Framing in Education
In the educational field, the Framing also plays an important role. The way concepts and information are presented in the classroom can influence student understanding and retention. Teachers can use effective framing strategies to facilitate learning and improve student motivation.
Conclusion
In summary, framing theory is a fundamental concept in psychology that teaches us It helps to understand how the presentation of information influences our perception and decision making. Recognizing the importance of framing in various aspects of everyday life allows us to be more aware of how we are influenced by the way information is presented to us and gives us tools to make more informed and rational decisions.