Frame building in Contemporary Media

Mass Media actively builds the frames of situation by which the audiences understand and argue public events. Media frames generally serves as working schedule for journalists to focus quickly on their classified information and to deliver efficiently towards their target audiences. Frame building in Media has extensive consequences if the agenda setting is linked with political perception. Framing is prejudiced by the setting of a context selection and the way in which the presentation or the embedded question is worded. People through their lifetime, experience and build series of psychological & emotional areas. The perception of the surrounding world is sensed through these areas. The choices they then make are influenced by their frame or emotional mind set. It will not be an overstatement to say that, the most important effect of the mass media is its ability to mentally organize and regulate our world for us. Audience thoughts are likely to be inclined to the way the news media frame contemporary issues, or the International media circulates news with a particular agenda, because unlike native issues, foreign news is usually beyond a person''s direct experience. The mass media and technology have been key players in shaping and dissemination of world affairs. Thus, in an age of information technology, the mass media serves as an entity of its own and the global media has the power to be the arbitrator of conflict between race, culture, and ethnicity by portraying a balanced and objective framing of global events. This paper will examine the media''s role as political "frame builder", in light of freedom of speech, ethics and human rights doctrine. It will review the consequences of framing effects on contemporary world events. Frame building is an important responsibility of today media towards its role of a mediator of peace process.