THE DIFFERENCES BETWEEN MEDIA AND STRATEGIC FRAMING OF MEDIA CONTENT
DOI:
https://doi.org/10.46793/GlasnikDN17.2.077BRKeywords:
framing, frame, media frame, strategic frame, media, reporting, media content, journalistAbstract
The increasing intertwining of politics and the media has also changed media reporting. This means that the media are increasingly no longer neutral in their reporting, but present events from the perspective of influential people. The way in which media professionals conceptualise and frame media content depends on the ideological or political orientation of journalists and editors. Framing means emphasising certain aspects of events and linking them to other social phenomena. A frame is an organising principle that determines how people perceive, identify and interpret events. Journalists use frames to organise information in written, spoken, graphic or visual form and adapt it to the specifics of the media channel. The media frame involves analysing, verifying information and presenting different aspects of the event, while the strategic frame conveys information in a tonality and frequency that suits the subjects of power, with the aim that their interpretations of the event are adopted and used for other interpretations of reality. The audience should adopt a critical attitude towards the content it consumes and demand a higher level of informedness and objectivity, because only through active collaboration between the audience and the media is it possible to create space for more transparent and...
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