Final answer:
A 'frame' in sociology is a concept used to explain how people interpret social situations and adhere to expected norms. Developed by Erving Goffman and others, frames act as templates for behavior in different contexts and are instrumental in media to shape public perception.
Step-by-step explanation:
The term 'frame' in sociology refers to the concept that helps explain how individuals identify and understand social events, and which norms they should adhere to in various contexts. Developed by sociologists like Erving Goffman, frames serve as behavior templates that guide individuals on how to act appropriately within different social settings. For instance, being in a restaurant cues a certain behavior that is different than what is cued at a sleepover pizza party.
Framing interacts profoundly with cultural norms and can influence how people make sense of relationships, events, and even news narratives. In the context of media, framing is used strategically to control the perception and interpretation of information by audiences. For example, news reports might frame an issue in a way that evokes certain emotions or judgements from the public, thereby influencing public opinion.
Therefore, frame analysis becomes a crucial tool for understanding societal organization and the social construction of reality across different social movement industries and sectors, as it affects our interactions and interpretations within any given situation.