Frames are basic cognitive structures that guide the perception and representation of reality. When people interpret what is happening in their world, they do so through the framework or patterns of interpretation (primary natural and social framework – people distinguish between events that are part of nature and those that are due to social action). For example, - how do you interpret the group of people on the cover of the book? The immediate physical presence of this structure is the key factor in maintaining a single definition of the situation." (1959,