Framing (social Sciences), including: John Stauber, Sheldon Rampton, George Lakoff, Judith Butler, Daniel Kahneman, Amos Tversky, Erving Goffman, ... Kuypers, Dietram Scheufele, Prospect Theory

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More info: A frame in social theory consists of a schema of interpretation - that is, a collection of anecdotes and stereotypes-that individuals rely on to understand and respond to events. In simpler terms, people have, through their lifetimes, built series of mental emotional filters. They use these filters to make sense of the world. The choices they then make are influenced by their frame or emotional filters.