Message framing concerns how information is presented, including as gains or losses. Equivalence framing changes descriptions of the same outcomes; broader framing selects or emphasizes aspects of an issue. Effects depend on the audience, behavior, and context rather than one frame always being stronger.
- Entry typeKey concept
What these mean
Editorial orientation · Entry type
Key concept
Key concepts are the working vocabulary of the field: the terms that the models and tools rely on and that a decision about communication has to use precisely. Each entry defines the term and sends you to the brief or the self-guided audit where it is put to work.