De Facto Advanced Level Course

This resource exemplifies how equivalence and emphasis frames work. Follow the two videos from the hotspots and see if the concept becomes clear to you. Remember, we define equivalence frames where there are two (or more) "statements which are logically equivalent, but phrased differently". With these two videos, the "phrased differently" part is can refer to worded statements, or visual statements (graphs, posters, ads)

We also know from science that different phrasing causes individuals to alter their preferences when presented with two versions of the same logical statement. This is notoriously used in political communications.

Equivalence and emphasis frames often merge, since with emphasis frames people make different judgements depending on which aspect of a statement was intentionally emphasised by the author.