Framing is probably the most popular analytical concept within communication studies. This entry defines the concept and traces its use with a particular focus on its relevance for strategic communication. The basic attraction of framing lies in how frames provide direction for our understanding of issues through the use of certain organizing principles. During framing, some elements of issues are highlighted whereas others are downplayed or left out. This influences the way that a problem is diagnosed and what remedies are suggested. Many different understandings and uses of the concept are found in the literature, but all have in common the idea that frames are essentially about providing meaning.