Framing and Health Communication

Framing is a technique used by health communicators to shape how a message is received and interpreted by its audience. Framing is used to refocus the audience's attention to certain aspects of a message and to create a particular perspective. For example, a health communicator might use framing to highlight the positive aspects of a disease prevention program while downplaying the potential negative impacts. Framing can also be used to influence people's emotional reactions to health messages, such as creating a sense of urgency around the issue. Framing is an important tool for health communicators as it enables them to craft messages that are more effective in promoting positive health behaviors.