This article discusses the concept of "framing" within the context of relevant communication and psychological research and considers its potential applicability to Extension science communication. Examples of research-based support for the framing of scientific issues are presented, along with a literature-based discussion of the potential benefits. The article suggests that Extension practitioners should consider framing scientific information in a manner that is important and relevant to stakeholders. Doing so can lead to improved stakeholder engagement in the information exchange process and create the potential for greater utilization of scientific information.
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Robinson, P. (2013). Effectively Communicating Science to Extension Audiences. The Journal of Extension, 51(2), Article 2. https://tigerprints.clemson.edu/joe/vol51/iss2/2