“Frames matter because they can foster certain understandings and hinder others. Often, all it takes is a single word or image to activate an entire frame that then determines the deeper meaning of that word or image. Once activated, frames trigger emotions, associations, values, judgments, and causal explanations. They create tracks for a train of thought. And once on that track, it’s hard to get off.” Visit this webpage to learn more about framing from the Berkeley Media Studies Group.