Frame Control

The ability of an individual or group to shape the perception of an issue or topic by setting the narrative and determining the context for the debate. A “frame” is the way in which an issue is presented or “framed”, including the language, images, assumptions, and perspectives used to describe it. Controlling the frame can give immense social and political power to the actor who uses it because the narratives created or distorted by frame control are often covertly beneficial to the specific interests of the individual or group that has established the frame. As an example, politicians advocating for tax cuts or pro-business policies may use the phrase “job creators” when referring to wealthy corporations in order to suggest their focus is on improving livelihoods, potentially influencing public perception in favor of the politician’s interests.