Besides, Bateson inspired scholars to ask various types of questions about the Framing Theory, although his work provided an incomplete, albeit informative, picture about the middle range theory. To be specific, firstly, as an interdisciplinary scholar, Bateson often concerned himself with borderline topics. Such matters as his own interdisciplinary identity, lack of middle range theory contributions and spatiotemporal context of ″effect being the primary concern″will profitably be taken on board by this paper.
By charting its much-awaited chronology, the paper identifies and labels three stages alongside the general theme including prehistory stage（1955-1973）, sociological redirection stage （1974-）as well as communication studies redirection stage （1990s）, with particularly close attention paid to the silence on ″non-media effect framework,″ ″non-mass media framework″and ″cultural framework″behind the evolution of the Theory. While Bateson's work breaks new ground as his conception of ″framework,″ ″meta-communication″ and ″relational communication″represents a pioneering attempt harnessing the literature pertaining to the Framing Theory, the silence on Bateson can be justified for several reasons. To shed light through a theoretical avenue on the mysterious silence regarding Bateson who actually led the way in the development of the Framing Theory, this paper, drawing on both original document analysis and secondary data analysis, attempts to follow the mainstream logic of the Framing Theory and to provide correspondingly an outline of its development.
On the contrary, few studies have been carried out with the primary aim of exploring non-media effect framing, to the best of our knowledge. In effect, media-effect framing has a strong presence asa fertile source of new perspectives and substantial contributions in the contemporary culture of framing theory, leading to writings on relevant strategies being well-presented across scholarly publications. Broadly, the term ″framing″ comprises a set of concepts ranging from nature phenomena unaffected by human activities, psychological principles and subjective processes underpinning both individual and organizational events, to explanatory strategies favored by social organizations in certain contexts, while the term, if narrowly defined, can also be stated in terms of distinct media-effect frames articulated and emphasized in a strand of communication scholarship. The landscape of the Framing Theory has seen a number of significant changes with regards to how″framing' is perceived by communication academics over the past 60 years and a narrowing-down process is said to exist where the definition moved away from the″broad' sense to the″narrow' sense. However, the theory lacked an entry within the indexes of most textbooks till 1974 when Goffman's work on Frame Analysis: An Essay on the Organization of Experience began to gain prominence as a canonical book in relevant studies, which, from social science circles' vantage point of official history in the present, is the generally recognized launch pad for the Framing Theory. The Framing Theory constitutes a topic of active research with a relatively long-standing effort, which looks back upon a 60-year history from 1955 when the eminent anthropologist, Bateson， proposed, for the first time, the concept ″FRAME″in his path-breaking study 'A Theory of Play and Fantasy'， to 2015 when the present study was still in its infancy.
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