Erving Goffman outlined framing theory in his 1974 book Frame analysis: An essay on the organization of experience. Although others have approached frame analysis and used it in a variety of applications, the basic premise has been somewhat retained.
Frames are basic cognitive structures which guide the perception and representation of reality. One might look at them as sets of mental foci and cues that help one interpret and respond to events. Framing can be used intentionally to influence a person's perception of a situation.
If no one perceives a need for change, no change is likely to occur. Applying a frame of irreverence allows one to challenge the status quo, the establishment, the default. One needs to keep a critical eye open in order to find room for improvement.