Goffman als basis voor frame-analyse en framingonderzoek | Amsterdam University Press Journals Online
Volume 22, Issue 2
  • ISSN: 1385-1535
  • E-ISSN: 1875-7324


Goffman, frames and framing research

Fred Wester

Somewhere in the last 15 years the English word ‘framing’ came to be used in the Dutch language, mostly in the context of politics or media, to define a communication strategy. It refers to the use of specific phrases, words, or images that focus on specific characteristics and connect positive or negative connotations to a subject in discussion. The frames we may find in management reports and media are related but different from the general term ‘frame’ that Goffman used in his book Frame Analysis (1974). In this article, Goffman’s perspective is presented using his study Gender Advertisements as an example and the differences are discussed with the media framing perspective.


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Keyword(s): frames; framing research
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