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Framing and Meaning Software, Strategy Elicitation Software (Strategic Analysis, Management); Framing (F) is focusing the attention of people within a field of meaning. Tversky and Kahneman should be seen as the founders of framing theory, although Fairhurst and Sarr actually coined the term. Contrary to the central concept of of rational choice theory (people always strive to make the most rational choices possible), Framing theory suggests that how something is presented (the “frame”) influences the choices people make. Frames are abstract notions that serve to organize or structure social meanings. Frames influence the perception of the news of the audience, this form of agenda-setting not only tells what to think about an issue (agenda-setting theory), but also how to think about that issue. F is a quality of communication that leads others to accept one meaning over another. It is the process by which a communication source defines and constructs a political issue or public controversy. F is an important topic since it can have a big influence on what people think! Try the first example on the right to test if you can withstand framing... Framing is not per se a bad thing and in fact is an unavoidable part of human communication. We find it in the media as events are presented within a field of meaning. We find it in politics as politicians attempt to characterize events as one thing or another; we find it in religion, and we find it in negotiating when one side tries to move another towards a desired outcome. Finally it can also be used by leaders of organizations with profound effects on how organizational members understand and respond to the world in which they live. It is a skill that most successful leaders possess, yet one that is not often taught. According to Fairhurst & Sarr (1996) F consists of three elements: 1. Language, 2. Thought, and 3. Forethought. Language helps us to remember information and