In the social sciences, framing comprises a set of concepts and theoretical perspectives on how individuals, groups, and societies, organize, perceive, and communicate about reality. Framing involves social construction of a social phenomenon – by mass media sources, political or social movements, political leaders, or other actors and organizations.
Read more; https://en.wikipedia.org/wiki/Framing_(social_sciences)
Tversky, A., & Kahneman, D.. (1981). The framing of decisions and the psychology of choice. Science
, 211(4481), 453–458.
Plain numerical DOI: 10.1126/science.7455683
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“The psychological principles that govern the perception of decision problems and the evaluation of probabilities and outcomes produce predictable shifts of preference when the same problem is framed in different ways. reversals of preference are demonstrated in choices regarding monetary outcomes, both hypothetical and real, and in questions pertaining to the loss of human lives. the effects of frames on preferences are compared to the effects of perspectives on perceptual appearance. the dependence of preferences on the formulation of decision problems is a significant concern for the theory of rational choice.”