I.3. Framing in Interpersonal Communication and Negotiation

I.3. Framing in Interpersonal Communication and Negotiation

Continuing on the previous chapter about interpersonal communication, this chapter will introduce a very important element of interpersonal communication: Framing. Framing is a concept that can be used in interpersonal communication in general and in negotiations in particular.

Frames are subjective and personal structures implemented to limit and make sense of various information we receive. They clarify and help to organise situations to be able to extract and focus on the most relevant information.

Important note: How framing is different from perception biases?

Perception biases occur at a “higher” level than framing. Perception biases filter information before it reaches the conscious zone in individuals. Framing on the other hand is a selection of information among the conscious ones, to be used for a defined purpose.

If we use conscious (or not – as a result of habits for example) frames in how we evaluate and perceive the world, they can also be utilised in presenting information to others. And this is in fact probably the most interesting use of frames in communication. The concept of framing is at first a bit challenging to grasp, so here are a few practical examples of how frames are used, and how you in fact already use frames without necessarily realising it!

1. A simple frame

Is the glass half full or half empty? One frame can convey a positive message (half-full), the other a negative. But it all depends on the situation. If you are trying to finish a horrible drink, you might prefer to hear it’s half empty rather than full. And the opposite is true if you’re enjoying your favourite cocktail. The point is: depending on a situation is framed, different information and “feelings” are conveyed, as the focus point shifts.

2. Buying a car

As a buyer you most likely have a few criteria you are looking for when buying your next car. It could be a car which cost is below a certain level, it could be a body type (sedan, wagon etc.), a particular brand, or any other criteria. We describing to the dealer what you are looking for, you are framing the problem in a certain way, based on the most important criteria (your focus points). Now, with that example, we see that framing can have several layers. Indeed you could be looking for a Toyota Sedan under $40,000, a ‘stack’ of 3 frames. Of course, you could also be looking – as one of my friends did – for any kind of car as long as it is purple!

Now, if you’ve ever bought a car, you have probably noticed how dealers use framing. This is generally done by drawing your attention on points that have little importance for you. It can be things such as the fancy sound system of the car, of the incredibly convenient cup holders or the new alloy wheels together with the electronic sunroof. In this particular case, framing is used a supporting tool to justify a high price tag. Drawing your attention to details you hadn’t considered in the first place can prove efficient in making you believe that there is more than what you are looking for – although these are things of little importance for you!

I hope you can relate to the “buying a car” example. It is also very useful to underline the power and importance framing plays in negotiation. Someone aware of the importance of frames and able to use them correctly can draw considerable power in negotiations and communication in general. It is a very powerful tool to get others to focus on points particularly important for you and is a way of doing it that brings little conflict leading to the development of good relationships. As outlined in the buying a car example, it is also a very strong tool to use in negotiations.

I encourage you to reflect on this, and I will see you for the next chapter.