Analisis Framing dalam Riset Public Relations

Abstract

This paper aims to give description about how to use frame analysis in Public Relations
(PR) research. The author use two framing models: Entman and Pan & Kosicki. The
object is organization official statement about particular issue. Frame analysis method
rarely used in Public Relations research. This methods commonly use in journalism
study, to analyse the news in media. Meanwhile, the key word of framing is the social
construction of reality. Organization can make social construction of realty in their
official statement. In acacemic term, frame analysis in PR research is useful to know
how organization positioned themselves in particular situation. Other benefit is use
to evaluat whether the organization frame is conformable with the public opinion
or agenda setting media or not. In practical term, frame analysis give benefit for PR
practitioner to create the message that can be undserstood by public, also give positive
image for organization.