Framing-Greece-See for yourself,feel for yourself

Framing is based on the assumption that how an issue is characterized in news reports can have an influence on how it is understood by audiences. Framing is often traced back to roots in both psychology and sociology (Pan & Kosicki, 1993).For more information about framing click here.

An example that can be used in order to explain and examine framing is the financial crisis in Greece.International media,with the use of “News Values”(Galtung,Ruge 1965) created the narrative  of Greece’s crisis.Greece was presented as an unsafe country, full of problems, with lazy and corrupted citizens.Furthermore it was presented as a country with high rates of violence and lack of hospitality,for whome Greece has been famous for many years.The News Values which were used where the following:

  • Frequency
  • Negativity
  • Conflict
  • Data(selected)
  • Competition
  • Predictability
  • Reference to elit nations-persons

Some examples of the way that Creece was presented in the international press are the following:




As Greece’s international image was really affected in a negative way,the Borough of Crete, decided to make a campaign in order to attract tourists , by totally changing the framing of the country.This campaign was an effort in order to attract more tourists but mainly,it was an effort  to reconstruct the international image of Greece.

The spot of this campaign is the following:

In the spot that it is attached at this post, there is an example of a tourist who visited Crete, accompanied by his wife. The tourist remains preoccupied by listening to the international news about Greece,and by reading similar articles about the situation of the country.Someone who watched the spot can clearly hear audio material about the way that Greece was presented : “Violence is that we are left with”, “Greek hospitality became a thing of the past”, “This hospitality is being lost to anger and dissapointment”, “Tourists are choosing to stay away”. The tourist kept being focused on these news rather than seeing the reality: The framing of Greece at this specific spot is based on the fact that even though  is that  the  country of course faces problems but the basic values are still alive and Greek people are trying hard to conform to the situation as it.Day by day, the tourist realizes that the reality of the media is different from the original.

In this campaign there were also used some of the “News Values” such us:

  • Personalization
  • Unexpectedness
  • Meaningfulness

The campaign was quite successfull as the rates of tourism increase year by year. Also, the national image of the country has been improved, as the situation is more stabilized.


1 Comment

  1. I love the juxtaposition of what he’s hearing vs what he’s seeing here. “Athens is literally burning” heard with the image of someone tanning, “violence” with a kiss, “chaos” and a lack of hospitality with relaxed and friendly locals at the harbour. This is such a great illustration of the framing and storytelling topic. I really like how at the end he starts ignoring the negative stories – his framing of Greece has changed through experience!

    (It was also nice to see some sunshine on this cold day…the ad worked – I want to go to Crete now!!)


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