Framing is a fairly basic concept that deals with how the media portrays things for the public eye. The framer chooses what the public sees, who they see, and how they see it. For example, a documentary maker could very easily frame a documentary on the fashion industry, portraying the industry as a fun and exciting thing to be apart of and how interesting fashion in itself is. That documentary maker, through her framing, could very easily leave out how bad people are potentially treated, how models starve themselves for a job, etc. But to the public's eye, the fashion industry rocks because of how she framed it.
I found a commercial that was recently produced for the New York State Department of Health's new campaign for breastfeeding (http://bit.ly/a0YYJn). Is it just me, or is does this commercial give you the heebie jeebies when you watch it? The framers of this commercial combine a money-saver (don't have to buy formula if you breastfeed) and a weight-loss technique. Who wouldn't want to do that? Maybe someone who shouldn't be breastfeeding. Maybe someone who shouldn't be going on a crash diet right after they've given birth. But to a young woman who has just given birth and is ready to lose the baby weight, this seems like the perfect option.
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