Communication Shapes Reality
Media organisations influence public understanding. The words, narratives and communication strategies used in reporting shape how people perceive institutions, social developments and public affairs.
The Institute for Communication & Dignity (ICD) supports media professionals, journalists and communication specialists in developing communication that is clear, trustworthy and centred on people.
Our aim is not to evaluate individual media outlets, but to promote communication that strengthens understanding, participation and democratic dialogue.
How the ICD Can Help
Media Language and Clarity
We analyse communication structures and support the development of content that is understandable, accessible and audience-oriented.
Framing and Narratives
Words, concepts, and narratives shape how people perceive institutions, social developments, and public issues. We support the reflection on and interpretation of communicative frameworks.
Framing is the communicative placement of a subject within a truthful and understandable context that creates orientation rather than deception.
The ICD does not understand framing as a tool for influencing opinions, but as the responsible communicative contextualization of a subject. By Ethical Framing, we mean a truthful framework of orientation that protects, explains, and clarifies information without misleading people or deliberately directing their independent judgment.
Manipulative Framing
- directs perception,
- conceals relevant context,
- deliberately evokes desired emotions,
- primarily aims to influence the recipient’s judgment.
Ethical Framing
- explains context,
- makes underlying assumptions transparent,
- facilitates understanding,
- respects the recipient’s freedom of judgment.
Ethical Framing protects the meaning of a subject, defines its context clearly, and highlights what is essential without altering the content or misleading the audience.
Just as a picture frame protects, defines, and emphasizes an image, framing protects and defines the context of a subject while drawing attention to what matters most. Ethical Framing does not change the content itself; rather, it supports its clear, truthful, and understandable interpretation.
Impact of Language
Language does more than convey information. It also shapes expectations, attitudes and perceptions. The ICD examines how terminology affects different audiences.
Accessible Communication
Clear communication is a prerequisite for participation. We support the development of accessible and inclusive communication formats.
Democracy and Language
Democratic societies depend on understandable information and transparent communication. The ICD explores how language can foster trust, engagement and social cohesion.
Examples of Communication Questions
- “Unemployed people” or “people seeking employment”?
- “Burden” or “potential”?
- How does language influence public perception?
- What impact does institutional and administrative language have?
- How can complex issues be communicated clearly?
Our Approach
The ICD combines scientific perspectives, practical experience and human realities.
We view communication not merely as the transmission of information, but as a foundation for trust, understanding and meaningful participation in society.