Wikipedia explains framing as:
A frame in social theory consists of a schema of interpretation — that is, a collection of anecdotes and stereotypes — that individuals rely on to understand and respond to events. In simpler terms, people build a series of mental filters through biological and cultural influences. They use these filters to make sense of the world. The choices they then make are influenced by their creation of a frame. Framing is also a key component of sociology, the study of social interaction among humans.
The page discusses framing and its science in various contexts with useful examples. However, it does not discuss framing in science. I'm quite sure that the way that research questions and contexts are posed is relevant for their perception in selling science. Would be interesting to see some studies about that.