Erving Goffman
Frame Analysis Theory
We constantly make quick, socially meaningful interpretations of situations, objects, and people. we do this by routinely imposing frames these interpretations to enable us to easily move through daily life and experience it cognitively and emotionally.
“This is Michael Jordan”
“This is Michael Jordan the greatest basketball player of all-time. ”
Same Man different frame…
“PEPSI”
You can become aware of how our everyday experiences and media content lead us to develop and apply frames.
