Frames are basic cognitive structures that guide the perception and representation of reality. When people interpret what happens in their world, they do so through interpretive structure or schemes (primary natural and social structure: people distinguish between events that are part of nature and those due to social action). For example, - how do you interpret the group of people on the cover of the book? "This relationship... is about the structure of social encounters - the structure of those entities in social life that arise whenever people enter into each other Immediate physical presence The key factor in this structure is maintaining a single definition of the situation" (1959,