Framing is a theoretical concept in communication and media studies that refers to the way in which information is presented or framed to shape the audience's perception and understanding of an issue, event, or topic. Framing involves selecting and emphasizing certain aspects of a story while downplaying others in order to influence how audiences interpret and evaluate the information. This can include using specific language, imagery, or narratives to convey a particular message or perspective. Research in framing examines how different frames can impact public opinion, attitudes, and behaviors, and how various factors such as media coverage, political discourse, and individual characteristics can influence framing effects. Such research helps to shed light on the role of media in shaping public perception and decision-making.