Framing as a Tool of Manipulation in Mass Media

S. Belkova

Abstract


The purpose of the article is to summarize theoretical approaches to framing, clarify its manipulative potential in modern media, and determine the features of its functioning in the digital environment.

Research methodology is based on theoretical analysis and synthesis of scientific sources, comparative analysis of approaches to framing, and generalization of contemporary studies in media communication. The study is interdisciplinary and draws on sociology, political communication, and media studies.

Results include the systematization of key theoretical approaches to framing, clarification of its functions, typology, and mechanisms. It is established that framing determines not only the content of messages but also their interpretation, shaping audience perceptions, attitudes, and behavioral responses. The study also highlights the role of framing in the digital environment, particularly the impact of algorithmic personalization and filter bubbles.

Novelty lies in the integration of classical framing theory with modern digital media research, as well as in incorporating the Ukrainian context of information warfare to better reveal the manipulative nature of framing.

Practical significance of the results consists in their applicability in journalism, media education, and information security. The findings can be used to enhance media literacy, critical thinking skills, and resistance to manipulative media influence.

Key words: framing, media, manipulation, mass communication, digital media, public opinion, information warfare, propaganda.


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DOI: http://dx.doi.org/10.32840/cpu2219-8741/2025.3(63).1

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