what is frame theory
(Compiled for Management 360). The Basics. Framing theory and the concept of framing bias suggests that how something is presented (the frame) influences the choices people make. This idea is important because it is contrary to the central concept of of rational choice theory.he elements of the Communication Frame include: A message, an audience, a messenger, a medium, images, a context, and especially, higher-level moral and conceptual frames. The choice of language is, of course, vital, but it is vital because language evokes frames moral and conceptual frames.