Internet paradigm III: Framing and the Construction of Perception

Everything we see from the news to restaurant menus to advertisements have been framed. The people in charge of producing the media presents it with an angle; a frame. When it comes to things like advertisements, the framing is most likely going to be directed at a target audience.

For example, this ad here is targeted at people trying to save money or budget. The text, images and colours have all been used to frame the poster in a way that screams its affordability. Even the title “loose change menu” suggests that you wouldn’t even miss the money you spent to purchase the item.

Despite one of their advertisements claiming all you need is a burger, Macca’s also uses framing to create a ‘perfect meal.’ This advertising plants the image in peoples mind that they wont be satisfied until they have the full combo, burger, fries and a drink.

As you can see Macca’s have used different framing techniques to first draw people in with their loose change menu so they can then encouraging them to spend more money once they arrive.

We as individuals also develop our own way of framing things as we grow up. This impacts how we perceive things. throughout childhood we begin to form little connections as we expand our knowledge and experience the world. Overtime repeating patterns stabilise in memory as association chains, kind of like a spiderweb. Our schema continues to develop and change as we fit new ideas into it.

Let’s tie schema back to the Maccas ads. If I grew up going to Maccas with my family and only ever getting a burger on its own, I would probably be a lot less inclined to fall for the ‘perfect meal’ advertising and would rather feel satisfied with purchasing just the two dollar burger. On the other hand if most of the time I went to Maccas I got a meal, or, if I rarely went to Maccas, I would be much more inclined to fall for the framing techniques used in Macca’s advertising.

These techniques and ways of thinking impact us in so many ways. Next time you are on Tiktok, watching the News or out at a restaurant, see if you can pick out the way things have been framed. You might be surprised!


Mitew, T 2021, ‘Internet paradigm III: Framing and the Construction of Perception, online lecture, BCM112, University of Wollongong, viewed 12 April 2021,<>

McCombs School of Business 2019, ‘Framing | Concepts Unwrapped’, viewed 17 April,<>

Fledge, S 2017, ‘Framing Theory: How The News Shapes The Way We Think’, viewed 17 April, <>

4 thoughts on “Internet paradigm III: Framing and the Construction of Perception

  1. Hi Sophie! I love your idea of relating framing in the media to framing our childhood. McDonalds was also a good example of framing within advertising and I’m definitely going to be looking out for framing in my surroundings.


  2. Hi Sophie,
    The link with this week’s topic of framing works well in your examples of McDonald’s advertising within the media. The connection with an individual schema relating to how people perceive certain frames is also made evident with the McDonald’s example, which is interesting. In my blog, I focused on the specifics of framing using the human brain. I further explain how propaganda is used to manipulate an individual through the news and media, especially in the legacy media format. I found this article thought-provoking – It focuses on the effects of media framing using examples of terrorist attacks in the news, I hope you find it as interesting as I did.

    Liked by 1 person

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