"Audiences see personalities on shows interacting with wild animals as if they were not dangerous or, at the other extreme, provoking them to give viewers an adrenaline rush. Mostly, the animals just want to be left alone, so it’s not surprising that these entertainers are seriously hurt or even killed on rare occasions. On one level, it’s that very possibility the shows are selling." — Chris Palmer

Whether the subject or storyteller holds the truth can be debated. Biases, emotions, and opinions are nearly unavoidable in terms of conveying a perceived truth. Framing is a powerful manipulation of such truth where the media has an interpretive hold on information.

In order to share information or meaning a modified conceptualization occurs. This modification of truth occurs when the "facts" are shared in the favored form of the media. By omitting or over-emphasizing particular elements there are unending routes truth can be avoided. Most often these routes lead to a beneficial response for media.

In the context of wildlife films, framing may be used to magnify most dramatic behaviors of particular wildlife in order to grab the attention of more viewers. By merely showing the most aggressive and brutal qualities of a species, people immediately form perceptions of a censored truth. The idea sharks are only man-eating, blood thirsty monsters is greatly visualized in media productions where shark attacks are sensationalized as a daily occurrence and only the "10 Deadliest Sharks" are featured of the nearly 400 species in our world.

The focus on mainly frightening qualities creates a conflict for the true understanding of a subject with no say in it's portrayal in life. Terror is a powerful tool in influencing the way people think. Framing to strike the most sensitive feelings of an audience is highly effective in controlling both thoughts and response to the subject. Influence over perception gives media the ability to control the response of people and in turn drastically effect the actions of our world.


Understanding the technique of framing brings to light the often hidden intentions of media. Whether something is good or bad, valued or disposable, loving or merciless can be decided by the form of framing. Shark population declines are unsurprising in a world where what you feel is manipulated by what you see. Media features destruction by sharks and what is growing is destruction of sharks. One truth is undeniable, framing influences action.

image via: http://www.dailymail.co.uk/news/article-471729/Second-Great-White-Shark-sighting-shocks-holidaymakers-Cornwall.html