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Framing: Difference between revisions
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'''This is a picture of a duck. Its beak is pointing to the left...''' | '''This is a picture of a duck. Its beak is pointing to the left...''' | ||
[[File:Duck-rabbit explanations.png|center|700x700px]] | [[File:Duck-rabbit explanations.png|center|700x700px]] | ||
[[File:Duck or rabbit?.jpg|alt=Duck or rabbit?|thumb|Duck or rabbit? Or both?]] | [[File:Duck or rabbit?.jpg|alt=Duck or rabbit?|thumb|'''''Figure 1.''''' Duck or rabbit? Or both?]] | ||
'''...actually it's a rabbit, looking right.''' If you haven't seen this picture before, the initial comment above will '''[[Priming|prime]]''' you to think it is a duck, where in fact it could arguably be either a '''duck''' or a '''rabbit'''. The brain determined to accept the suggested duck option as a [[Heuristics|heuristic]] rather than [[Energy frugal brain|waste the energy]] to critically assess what the author suggested. This is called framing, it occurs when information is hazy and requires brain energy to discern so you default to accept the easily suggested third party, authoritative opinion. These types of images can be considered [[Optical Illusions|optical illusions]] however, in fact the ''Gestalt'' switching is a type of psychological illusion. | '''...actually it's a rabbit, looking right.''' If you haven't seen this picture before, the initial comment above will '''[[Priming|prime]]''' you to think it is a duck, where in fact it could arguably be either a '''duck''' or a '''rabbit''' (See '''Figure.1'''). The brain determined to accept the suggested duck option as a [[Heuristics|heuristic]] rather than [[Energy frugal brain|waste the energy]] to critically assess what the author suggested. | ||
This is called framing, it occurs when information is hazy and requires brain energy to discern so you default to accept the easily suggested third party, authoritative opinion. These types of images can be considered [[Optical Illusions|optical illusions]] however, in fact the ''Gestalt'' switching is a type of psychological illusion. | |||
This heuristic gives an author the power to control what is ambiguous as fact. Without the priming you might have known that it was both a duck and a rabbit but it was presented by an author (an authority) as only the former. It is the [[perceived authority]] of the presenter which enables the efficacy of framing much like the [[placebo]] effect. i.e. doctors, in a white coat giving you a medicine has been shown to make the effect of a medicine more potent. | This heuristic gives an author the power to control what is ambiguous as fact. Without the priming you might have known that it was both a duck and a rabbit but it was presented by an author (an authority) as only the former. It is the [[perceived authority]] of the presenter which enables the efficacy of framing much like the [[placebo]] effect. i.e. doctors, in a white coat giving you a medicine has been shown to make the effect of a medicine more potent. | ||
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== Use of Framing == | == Use of Framing == | ||
[[File:McLean.jpg|alt=McLean|thumb|202x202px| | [[File:McLean.jpg|alt=McLean|thumb|202x202px|'''''Figure 2.''''' The McLean, is 91% Fat Free! Or is it 9% pure fat?]] | ||
Framing has been known as a method for manipulation for a very long time<ref>Propaganda, Edward L Bernays, 1928.</ref>. For instance, Mcdonalds has been using it to sell poor quality food to people for over half a century! | Framing has been known as a method for manipulation for a very long time<ref>Propaganda, Edward L Bernays, 1928.</ref>. For instance, Mcdonalds has been using it to sell poor quality food to people for over half a century! | ||