ABSTRACT
Persuasive messages construct reality through framing and reframing. This chapter deals with the issues of framing by looking at the importance of metaphor as frames and frames as metaphors. Argument, perceptual, issue, and metaframes are discussed along with how framing is impacted by various elements of communication including the communicator, the text, the receiver, and culture. An important context of persuasive framing is in the news media through episodic and thematic news frames. Finally, reflexive and responsive metacommunicative frames are explored.
