Abstract
According to Chong and Druckman (J Commun 57:99-118 2007), the "framing effect" is a phenomenon that occurs when even small changes in an issue's representation cause large changes in people's opinions. Being a cognitive bias, the framing effect encourages people to disregard their own viewpoints and decide in favour of options, represented in surveys (or articles) with positive or negative connotations. It leads to misrepresentation of findings, which contravenes the accuracy of scientific research. This paper intends to analyse the frame "Discrimination" in relation to the cases of public health (namely vaccination status discrimination) in order to find out which frame dimensions and options can influence people's opinions on these issues, and to which extent these perspectives can be liable to changes due to the framing effect method. The analysis of social discrimination cases demonstrates how different manipulative technologies form a negative opinion towards the out-group members in public.