Global Regional Review (GRR) URL: http://dx.doi.org/10.31703/grr.2017(II-I).07 Fairness and Media Frames in Conflict Situations Vol. 2, No. I (2017) | Page: 86 ‒ 98 | DOI: 10.31703/grr.2017(II-I).07 p- ISSN: 2616-955X | e-ISSN: 2663-7030 | L-ISSN: 2616-955X Muhammad Riaz Raza * Sajid Mahmood Awan † Hassan Shehzad ‡ Abstract Because of the rising global awareness it is essential that the journalist fraternity value fairness, truth, meticulousness, and objectivity. The ‘framing’ ideology has been widely used in the communication field since its inception. The theory threatens the model meaning of journalism through the notion of leeway and unscrupulous drills inside the journalism industry. Empirical research has faulted framing for its ability to shape the thoughts of the readers and making it difficult for those implicated in the stories to rebuild public confidence. So the aim of this paper is provision of a comprehensive analysis of the challenges and implications of framing theory in the recent decades as well to inform the audience how framing theory is a threat to core values of journalism. Key Words: Framing Theory, Journalistic Practices, Soul of Journalism, Reassessment of Journalism Theories. Introduction Access to information by the consumers has intensified over time due to technological changes, democracy, and high literacy levels. The theory of framing as a campaign tool was first introduced scientifically by Scheufele and Tewksbury in 2007. The authors analyzed the reporting approaches used by different media channels and shared in the views of McQuail, Golding and De Bens (2005, p.23) that the media is gradually shifting from being informative on facts to being objective and strategic. The change emerged during the 80s and early 90s, and it is considered to be the most effective way of approaching controversial issues in media reports. * Lecturer, Department of Mass Communication, University of Sialkot, Sialkot, Punjab, Pakistan. † Senior Research Fellow, National Institute of Historical and Cultural Research (NIHCR),Quaid-i- Azam University, Islamabad, Pakistan. Email: smawan2222@gmail.com ‡ Lecturer, Department of Media and Communication Studies, International Islamic University, Islamabad, Pakistan.