As such, it conveys what is relevant to any given issue, and what is not. The frame is a construct of messages and messengers, of soundbites and symbols, of pictures and narratives. These elements add up to a powerful message that connects to people's values and reasoning. Because of the effects of framing, it is important to consider the kind of news you want to make, not merely how much of it you can generate. For example, If tobacco is not viewed as a public health problem, only a problem of individual heath choices, publicizing new research findings on the disease toll of tobacco, the growth in Teen-age smoking rates, or the corrupt behavior of the transnational tobacco companies, etc. will not signal to the public that governmental action must be taken unless tobacco use is seen as a issue which must be addressed by political leaders.
Frames evoke conceptual models.
Frames determine whether policy solutions will be accepted or rejected. Frames signal responsibility. People reason metaphorically. In speculating on the impact of any given news frame, it is useful to understand the larger model that is being called into play by the way the news is presented to the public. If smoking is seen as behavior responding to the individual's psychological needs, or the effects of the teenagers immediate social environment, then curbing tobacco advertising will not be seen as a solution to the teen-age tobacco use problem.