Cognitive psychology approach proceeds with analyzing the personal level. Cognitive psychology also includes social psychology under it. Human cognizance needs a context to understand and analyze for elements. It might not be able to do so without the right amount of contextual presentation. Any form of information given to the human brain will be mapped with existing representations or connections and these will then be reasoned and analyzed before being updated. A similar scenario is also possible in the context of media representations. It can be seen that media representations also work with framing in ways where contextual representations is presented. The contextual representation could either be the history of a case or it could be the case as presented to the people of particular state or nation. These forms of contextual information are a very essential part of framing. Here the main consideration is given to which of the frame could be considered for disposing and structuring the messages such that they reach an audience better. These studies in the psychological level are presented in frames of reference from Sherif and prospect theory from Kahneman and Tversky. Sherif (1935) posits that individuals’ determination and cognition are not only impacted by psychological factors but also must occur in a proper reference frame. Psychology is also individual and social and most of these developments also proceed from a contextual frame of reference or origin. As Lippmann (1922: 55) argues, “we pick out what our culture has already defined for us, and we tend to perceive that which we have picked out in the form stereotyped for us by our culture”, so just as the individual’s individual and collective social psychology might overlap, there is also overlapping created in the existence of the frame. It appears that in effect that frame in individual level could impact the existence of the media frame. Kahneman and Tversky consider how a set of same natural messages impact selections and what the evaluations of such selection could be when such a message is present in different ways. In this context it is necessary to consider the elements of the individual and the society as they obviously impact on the framing.