Prouving Framing Isn’t Just Art: How France’s Media Landscape Shaped National Identity —

Sarah Moreau

France remains a nation where language carries weight, and nowhere is this more evident than in its de facto media-driven framework of framing — a subtle but powerful force that influences public discourse, political perception, and cultural memory. While often seen as neutral conveyors of information, French media outlets actively shape how society interprets reality, guiding attention through editorial choices, narrative emphasis, and visual presentation. This article explores how framing — deeply rooted in France’s journalistic traditions and institutional norms — acts not merely as aesthetic technique but as a structural pillar in the formation and reinforcement of national consciousness.

### The Essence of Framing in French Media Framing, defined as the selection and emphasis of certain aspects of a story to highlight particular interpretations, permeates every level of French journalism. Unlike a passive transmission of facts, it operates as a curatorial mechanism, determining what news is visible, how it is presented, and which voices are amplified. As media scholar Élise Dubois notes, “In France, framing is less about manipulation and more about selection — a deliberate yoir (leier) between information and interpretation.” This subtle distinction underscores that framing is inherent to media function, not inherently deceptive.

From daily news broadcasts to in-depth newspapers, framing influences how audiences perceive political events, social movements, and historical moments. For example, coverage of mass protests often varies significantly between outlets: one may emphasize “civic unrest” and public disorder, while another highlights “democratic demand” and “civil courage.” These narrative choices do not invent facts — they shape emotional and cognitive responses.

“The frame you use defines the question asked,” observes Laurent Martin, editorial director at *France Culture*.

“It determines what’s deemed urgent, legitimate, or even true in the collective imagination.” ### Historical Roots: From Press Councils to Public Responsibility The tradition of structured framing in France has deep institutional roots. Established in the early 20th century, the Press Councils set ethical guidelines that implicitly encouraged responsible framing — aiming to balance freedom with accountability. This legacy established a culture in which media outlets, though diverse in ownership and ideology, have long operated under an unspoken code: shaping narratives with care to serve the public interest, not just commercial or political agendas.

Over time, *la presse* evolved alongside France’s democratic experiments, responding to events like post-war reconstruction, decolonization, and the rise of globalization. Each era saw shifts in framing priorities — from national pride in the *Trente Glorieuses* to critical scrutiny during the *cohabitation* years, and more recently, heightened attention to migration and identity.

“Framing adapted with the society,” explains historian Philippe Jarlan.

“It preserved continuity in how we tell our stories, even as the facts have changed.” ### Key Framing Techniques in the French Media Several recurring strategies define how French journalism constructs meaning: - **Language and Tone:** The choice between neutral descriptors and emotionally charged terms — e.g., “manifestation” vs. “insurrection” — leans heavily on framing. - **Source Selection:** Media outlets prioritize certain experts, officials, or citizens, subtly guiding credibility and perspective.

- **Visual Emphasis:** Image selection — such as featuring police in helmets vs. peaceful demonstrators — constructs visual narratives that provoke specific emotional reactions. - **Narrative Arcs:** Stories unfold along familiar arcs — hero vs.

villain, progress vs. threat — that resonate with cultural storage and collective memory. - **Contextual Layering:** Presenting current events within broad historical or socio-political trends helps audiences situate events, reinforcing continuity or change.

Each of these techniques acts as a lens, filtering information not to distort truth but to highlight dimensions deemed essential.

“It’s not about telling a different story,” says invitation director Margot Leroux of *L’Obs*. “It’s about showing the same events through a prism that makes their deeper significance impossible to ignore.” ### Media Framing and Political Discourse Political reporting in France offers a clear example of framing’s real-world consequences.

During election campaigns, coverage of candidates shifts dramatically depending on media outlets. Le *Monde* may frame a populist leader’s appeals to sovereignty as a challenge to European cooperation, while *BFMTV*, a 24-hour news channel, might emphasize “democratic backsliding” or “media bias.” These frames influence voter perception more than policy details — research from *Cevipof* confirms that audiences often internalize the framing rather than scrutinize facts. Moreover, framing extends beyond individual figures: debates on pension reform, immigration, or secularism are consistently framed with specific moral lenses — hierarchy vs.

equity, tradition vs. progress — shaping the public’s evaluative framework.

“When you frame a debate as a battle between generations, you invite judgment not just on policy but on values,” notes political analyst Nathalie Dupont.

“The question becomes not only ‘what policy?’ but ‘what kind of