Framing Theory In communication theory,and sociology,framing is a process of selective control over the individual's perception of media,public,or private communication,in particular the meanings attributed to words or phrases.Framing defines how an element of rhetoric is packaged so as to allow certain interpretations and rule out others. Media frames can be created by the mass media or by specific political or social movements or organizations.The concept is generally attributed to the work of Erving Goffman,especially his 1974 book,Frame analysis:An essay on the organization of experience. Framing Theory  In communication theory, and sociology, framing is a process of selective control over the individual's perception of media, public, or private communication, in particular the meanings attributed to words or phrases. Framing defines how an element of rhetoric is packaged so as to allow certain interpretations and rule out others. Media frames can be created by the mass media or by specific political or social movements or organizations. The concept is generally attributed to the work of Erving Goffman, especially his 1974 book, Frame analysis: An essay on the organization of experience