Goffman's frame analysis [22] is a way of explaining "what is going on" and determining "what is salient" in a given event or experience. He uses picture frames as a metaphor to illustrate how people use frames (structure) to understand their pictures (context). Primary frames are the most basic frameworks which take an experience or event and make it more meaningful. Goffman concentrates on frameworks that aim to "...construct a general statement regarding the structure or form of experiences individuals have at any moment of their social life". Typically, frame analysis, involves organizing experiences and structuring individual perception of the events of experience. This includes filtering important information, discarding the noise and, according to Goffman [22], building frames and basic cognitive structures to guide us in our perception of reality.