Introduction
People are used to thinking that their actions and behavior are always conscious and rational, but hundreds of studies of cognitive processes in the psyche prove otherwise. With the help of unobvious and straightforward, at first glance, tricks, it is possible to influence opinion. The same data can be perceived differently when framing is used competently – a seemingly harmless term that can manipulate consciousness.
At the same time, framing is often used for a sounder understanding or setting the accents in the story. For example, the framing techniques in the documentary Amazon Empire help viewers comprehend Amazon’s rapid growth implications and potential costs. Framing is a tool that enables unraveling the tangled threads of the corporation’s remarkable success story and delivers a key message to everyone: any rapid rise has risks and potential costs.
The Role of Framing in Shaping Perception
The effect of framing on perception is not a recent phenomenon but something that has been debated for decades. In his famous 2005 speech, Steve Jobs lectured about connecting the dots as an allegory for combining random events into a meaningful drawing that briefly summarizes a whole life (Albert et al., 2023). It is the essence of framing used in the documentary. Instead of using dots, the narrator helps the audience connect disparate facts and beliefs coherently through statements and questions.
Storytelling and Empathic Listening as Persuasive Tools
The first element and immediate step applied in the documentary is empathic listening, accomplished through first-person narration. It is this specificity of storytelling that is decisive in the process of conveying a message (Tabesh et al., 2019). It contributes to the fulfillment of several tasks at once: the first is the disclosure of the other person’s thinking, on which the entire further process of persuasion is based. Secondly, as the numerous studies on the phenomenon of reciprocity and vetting, such as the 1971 Dennis Regan experiment, show, listening carefully to the other person creates an obligation to respect what is displayed (Jain, 2019).
The author emphasizes the dangers throughout the film, analyzing successes and failures. For example, a passionate desire to meet the client’s needs threatens a breach of confidentiality. These moments are filled with brightly colored, emotionally charged facts, with the right interpretation to enhance their significance. The opposing information about unprecedented success is presented with questions that make one think about one’s shortcomings.
Interviews and Expert Opinions Highlight Amazon’s Impact
Moreover, the film uses interviews to reveal the real meaning of the consequences of Amazon’s growth through the opinions of respected experts. Journalists, writers, and even Amazon employees are integral to the documentary, adding critical jigsaw pieces to the overall perception of the company’s history. These stories reveal the factual background of the corporation, from its business practices to its impact on different industries and their implications.
The unprecedented success of Bezos is evident, but the unhealthy working conditions in the warehouses and tax problems are the factors the interviews shed light on (Snowdrop Solution, 2022). The heat, the grueling pace of work, and the emphasis on speed rather than worker safety are not the complete list of factors one learns about a corporation. Every success has a price, which is the idea that sticks in one’s mind powerfully after watching the interviews of people with a direct hand in the story of Amazon’s unprecedented rise.
Visuals and Graphics Enhancing Understanding of Risks
Graphics and visuals are equally important in the context of this issue. According to the study on the processing speed in the human visual system, the brain needs only 150 milliseconds to process an image (Albert et al., 2023). Illustrations, diagrams, and icons will not replace text and meaning, but combining them can speed up and facilitate the processing of information by the user. It is exactly what happens while watching a documentary; the graphs and pictures primarily draw attention to the issue of security as one of Amazon’s most vulnerable categories (Snowdrop Solution, 2022).
The use of visuals raises concerns about some of Amazon’s businesses, including artificial intelligence devices. These visuals enhance viewers’ understanding of the scope of Amazon’s operations. What is shown on the screen evokes a sense of unease while fostering an understanding of the need to be especially careful with personal data.
Case Studies Illustrating the Costs of Rapid Corporate Growth
All that is admirable about Amazon is that which should likewise be feared. Through case studies, the filmmakers convince the audience of this assertion. The documentary provides case studies that illustrate the impact of Amazon’s growth on various stakeholders (Snowdrop Solution, 2022). The ruthless destruction of small businesses by a giant corporation has devastating consequences. At the same time, the numbers affected by the company’s dominance are impressive (Snowdrop Solution, 2022).
Framing shows how a growing monopoly destroys everything in its path, with the question of taming a corporation that controls even law enforcement technology still unanswered. Studies of the consequences of this scale of monopoly point directly to the dangers of growing power (Snowdrop Solution, 2022). It is the ultimate element of framing, which convinces us that every success must be paid for.
Conclusion
Therefore, the framing elements show the other side of the Amazon story. The interviews, visuals, and case studies emphasized the lesser-known facts of the company’s expansion process. They help the viewer understand Amazon’s rapid growth side effects and potential costs.
Harmful working conditions, accusations of not paying taxes, and the brutal destruction of small businesses are only a small part of the existing controversies in the success story. Amazon has an unregulated power that certainly poses dangers to both the company and other market players. It is this idea, the formation of which is achieved by framing, that is firmly fixed in the minds of the viewers of the documentary.
References
Albert, J. S., Carnaval, A. C., Flantua, S. G., Lohmann, L. G., Ribas, C. C., Riff, D., & Nobre, C. A. (2023). Human impacts outpace natural processes in the Amazon. Science, 379(6630), 50-53. Web.
Jain, E. (2019). Love or Loss: Effective message framing to promote environmental conservation. Applied Environmental Education & Communication, 18(3), 252-265. Web.
Snowdrop Solution. (2022). Amazon empire: The rise and reign of Jeff Bezos. Frontline Documentary. [Video]. Youtube. Web.
Tabesh, P., Tabesh, P., & Moghaddam, K. (2019). Individual and contextual influences on framing effect: Evidence from the Middle East. Journal of General Management, 45(1), 30-39. Web.