Framing and reframing in design: the use of an NLP-based memory model

ABSTRACT: This study introduces an NLP-based Memory Model that structures how framing and reframing evolve throughout design. Grounded in constructive and situated memory theories, it models memory as a dynamic system of activation and decay, enabling measurement of the number and semantic value of frames in design discourse. Analyses of architecture students’ sessions show framing peaks during exploration and declines as solutions stabilize. They also show semantic diversity cycles through expansion and narrowing, revealing framing as a continuous, memory-driven reinterpretive process.