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The article analyzes the frame as a tool for creating a new picture of reality for the successful manipulation of public opinion. The frame is defined as a construct, designed to change the view of consumers of a media product depending on the political situation. The article presents the author's distinctions of Western (America and Western European countries) and post-Soviet (Russia) framing, each of which is used to create a mass media product and new meanings in the information field.The effect of framing can function in the mass media as a natural social construct, but the frame, studied in the article, is artificially created for the deliberate political manipulation of an individual's ideological picture.It is pointed out the difference between the frame effect and the Agenda-setting theory, which greatly simplifies the task of defining an artificial frame, because the agenda-setting theory means political influence on the mass media and indicates the possibility of creating a frame in a separate publication.The functional purpose of the author's table is to separate the frame forms according to the features of the political structure of the countries. The main criteria for the separation of the post-Soviet and western frames were the following indicators: technical features, the place of the frame in the information space and, in fact, the type of frame.The Internet has become a separate indicator for determining the technical impact on the frame. The criteria for analyzing its role were the speed and quality of the provider's services, which influenced the access to the network and the amount of created content in the virtual space.Illustrating in detail the aspects of creating various types of framing by geographic index, we can distinguish various social constructs that build the reality of different countries, so that we can examine in more detail a number of ideological trends that have been formed artificially in order to manipulate the society.Key words: frame, framing effect, post-truth, news frame, information field, bots. ; У статті проводиться аналіз фрейму як інструменту творення нової картини дійсності для успішної маніпуляції суспільною думкою. В роботі фрейм визначений як конструкт для змінення уявлень споживачів медійного продукту залежно від потреб політичної сили. Робота містить авторський поділ фреймінгу на західний (Америка та країни Західної Європи) та пострадянський (Росія), кожен з яких використовується для творення масмедійного продукту та нових смислів у інформаційному полі.Ключові слова: фрейм, ефект фреймінгу, постправда, новинна рамка, боти.