Framing as part of communication theory is not the same as what it is in telecommunications and economics. Framing is the process by which media contextualizes content, especially in news.
The effect of framing is to restrict meanings received and structure the interpretation.
The references to framing from telecommunications and economics should be shifted to their appropriate heads. They are interesting, but misleading at this link.
From linguistics: Frame Semantics / FrameNet -- http://framenet.icsi.berkeley.edu/~framenet/Papers.html