A woman sitting at a cluttered desk in an office, looking at the camera. The desk has papers, a notebook, and writing tools. The background features a window and shelves.

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.

Man smiling and holding a basketball, wearing a white t-shirt with a graphic and a beige cap, in a room with warm lighting, and other people in the background.

“This is Michael Jordan”

A basketball player in a red uniform jumps to the basket, holding a basketball in his right hand, casting a shadow on the blue court, with the hoop and backboard visible above him.

“This is Michael Jordan the greatest basketball player of all-time. ”

Same Man different frame…

A group of people gathered outdoors, smiling and cheering. A woman in the center, holding a Pepsi can, is interacting with the crowd. The atmosphere appears lively and festive.

“PEPSI”

You can become aware of how our everyday experiences and media content lead us to develop and apply frames.

A woman in casual clothing interacting with a police officer on a city street, with several police officers and motorcycles in the background.

“ALL YOU NEED IS A PEPSI TO SOLVE POLICE BRUTALITY.”

Same commercial different frame…