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80 — Elon Journal of Undergraduate Research in Communications, Vol. 6, No. 2 • Fall 2015 Framing Theory The purpose of this study was to discover if framing was at work in the company’s social media strategy by examining the branding of Dunkin’ Donuts using Instagram. Framing theory is based on the idea that “an issue can be viewed from a variety of perspectives and be construed as having implications for multiple values or considerations” (Chong & Druckman, 2007, p.104). Chong and Druckman defined framing as “the process by which people develop a particular conceptualization of an issue or reorient their thinking about an issue” (p. 104). In the field of communications, framing theory provides meaning to events or issues by organizing “everyday reality” (p. 105). The theory shows how mass communication influences individuals and the social world. One important aspect of framing theory is that it implies relationships among the elements of a message because a communicator organized the message (Baran & Davis, 1995). Frames are important in communications literature because they help researchers identify trends, compare media coverage, and examine the variations of messages across media (Chong & Druckman, 2007). Frames also help communicators understand the way in which companies brand themselves. Understanding framing as a relationship among elements of a message relates to how companies brand themselves in traditional media and in social media. Framing has been used as a theoretical basis for many studies involving media and media effects. This type of literature has focused on framing in terms of how media present current events. De Vreese, Jochen, and Holli (2001) studied the framing of news surrounding the adaptation of the euro as a common European currency. By focusing on both media and audience frames, the researchers were able to determine there were variations in media coverage of the event in different countries, with journalists more likely to emphasize conflict rather than framing it as political or economic news. Other framing research has been based around understanding the theory itself and its place in media research. Weaver (2007) discussed framing theory and its role in communication research. He found that framing studies were the most popular type of theory indexed by Communication Abstract from 1971 to 2005, but were the most abstract. Future research, he concluded, should make an effort to define frames and framing more clearly to help conceptualize the theory. Researchers can examine variations framed in messages in small stories individually and understand the meaning of issues throughout the stories. This means that framing can be analyzed to study branding on social media by looking at the variations of messages on social media to understand the brand as a whole. McClain (2011) used framing to understand branding in social media. Used framing theory to analyze the framing of news on Twitter, Wasike (2013) wrote, “In a broad sense, framing refers to the selection of certain aspects of reality in order to make them more salient in a bid to promote a desired interpretation” (p. 9). This idea shows that scholars can study the aspects that were chosen to appear on social media sites as explicit choices with desired interpretations and uses to understand branding on Instagram. Another pertinent study of framing theory, which is related to advertising message construction, is the Message Framing for Brand Communication model (Tsai, 2007). The model in Figure 1 shows that self- construal, consumer involvement and product knowledge are all factors that determine how effectively the framing of a message will influence attitude toward the advertising, the brand, and purchase intention.PDF Image | Instagram and Branding: A Case Study of Dunkin Donuts
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