Read the text and put the correct parts of the sentences below into the gaps. One number is extra.
Write one number in each gap.
What kind of image do we have of the world?
In communication, there is a fundamental rule: how something is said and by whom – the "narrative context", or frame – determines how something is understood. To take one example, if a sensational piece of news is printed in a reputable broadsheet newspaper, we are more inclined to believe it than if it is reported in a tabloid.
This observation was made by Erving Goffman, who described this form of interpretation as "framing". [ ], we know that it is art even if it looks like a stick figure drawn by a child. This is because we have learned to recognise the frame of "modern art". Another example: if we go to a restaurant, we know how to behave — how to interact with the waiter, how to handle a knife and fork, and what to do with the menu. We know this because we know the frame "restaurant". In his seminal work "The Presentation of Self in Everyday Life", Goffman uses the imagery of theatre and acting to describe human social interaction. He believes that we each adapt our behaviour to each frame and are therefore a different person in each situation. This means that there is no such thing as authenticity. We are one person when we are at work, another when we talk to our parents and [ ].
Psychologists Daniel Kahneman and Amos Tversky famously showed how different ways of phrasing frames affect people's responses to a choice. This logic is used to great effect in advertising. For example, two yoghurts are on sale: one is "90% fat-free" and the other is touted as having a "10% fat content". Although both yoghurts contain equal quantities of fat, people tend to choose the yoghurt advertised as "almost fat-free", because the frame for the yoghurt purports that it is a fat-free, healthier product. The bottom line is: we seldom make rational choices.
There are no objective or authentic messages. Everything that is being communicated is always framed. [ ], try to understand the frame.
quite another when we are lost in a foreign city and have to communicate with strangers
if you want to decode a message
if you go to a museum
if we look at a picture in a museum