Understanding Framing

Dr. LaRae M. Donnellan, APR, CPRCProfessor & PR Sequence CoordinatorSchool of Journalism & Graphic CommunicationFlorida A&M University(February 2012)Understanding FramingWhat is Framing?

how messages are encoded with meaning so that they can be efficiently interpreted in relationship to existing beliefs or ideas. Frames trigger meaning. Mental shortcuts we use to help us understand and interpret information/events.If the facts dont fit the frame, its the facts that are rejected, not the frame.(http://www.frameworksinstitute.org)

(http://www.c3.ucla.edu/toolbox/terms-concepts/strategic-frame-analysis)Competing TheoriesAgenda-Setting Theory: The media tell us what to think about, not how to think about it.Framing Theory: The media not only tell us what to think about but also how to think about it.

(From Politico Mafioso: Leader of the McCain Mafia, http://politicomafioso.blogspot.com/2009/08/framing-debate-by-william-warren.html)What is Strategic Frame Analysis?an approach to communications research and practice that pays attention to the publics deeply held worldviews and widely held assumptions. (http://www.frameworksinstitute.org)Developed by FrameWorks Institute, led by Susan Nall BalesInvolves interdisciplinary research on how people think and communicateDesigned to help progressive groups understand public prejudices and thereby better advance their objectives. (Chris Mooney, Breaking the Frame, 2003)(http://obeliskseven.blogspot.com/2010/11/global-warming-frameworks-institute-on.html)

Framing: Chicken LittleEnvironmental group messagesThe sky is falling!Its your fault!You must lower your standard of living!This type of message attracts only true believers.

(Susan Nall Bales, FrameWorks Institute)(http://www.salem-news.com/articles/february052009/leveque_phelps_2-5-09.php)Framing: The Little Engine That CouldMessagesGood old American technology can solve environmental problems.Citizens can hold government and business accountable if they have the political will to do so.More acceptable to more people

(http://irenekimmakeup.blogspot.com/2011/01/beauty-resolutions-for-2011.html)(Susan Nall Bales, FrameWorks Institute)Whats in a Frame?Metaphors, visuals, stories, context, messages, messengers, numbersEpisodic news framesFocus on specific events in time and place (e.g., crime reports on TV) Tallahassee ranked 8th in Forbes list of most dangerous U.S. cities.Thematic news framesFocus on broader context, societal trends (longer pieces on NPR).(http://www.frameworksinstitute.org)(http://scottfilkins.wordpress.com/2011/06/30/metaphor-more-like-meta-phail/)

Power of StorytellingStorytelling is the very essence of human thought and communication. Everything we know or do or say is, at some point, organized into a story embedded in a narrative that enables us to remember and understand. Notion of mother requires childNotion of sky implies earthI went to the hospital and (http://thesituationist.wordpress.com/2007/12/)(James Hoggan, Do the Right Thing)

Echo ChamberIf we hear the same language over and over, we will think more and more in terms of the frames and metaphors activated by that language.And it doesnt matter if you are negating words or questioning them; the same frames and metaphors will be activated and hence strengthened.Dont think of an elephant.(George Lakoff, The Political Mind)Framing: Frank LuntzConservative political consultant and pollster, Fox News commentator and analystWords that work and dont workSay free market economy, not global economy or capitalismSay exploring for energy, not drilling for oilSay death tax, not estate taxSay climate change, not global warming

(http://crooksandliars.com/susie-madrak/tsk-tsk-frank-luntz-says-using-poll-d)

Luntz 2009 Guidelines for the Washington Takeover of HealthcareHumanize your approach.Do not speak of the health care system.Individualize, personalize, humanize.Acknowledge the crisis or suffer the consequences.If you have to wait weeks for tests & months for treatment, thats a healthcare crisis.Time is the government healthcare killer. Waiting to buy a house or a car wont kill you. But waiting for healthcare you need could.

(Frank Luntz, The Language of Healthcare 2009: http://wonkroom.thinkprogress.org/wp-content/uploads/2009/05/frank-luntz-the-language-of-healthcare-20091.pdf?mobile=nc)(http://wtpotus.wordpress.com/2011/08/22/internet-giants-worked-as-propaganda-arms-for-obamacare/)George Lakoff: Science of the Mind98% of our thinking = unconscious (reflexive, automatic, uncontrolled) 2% of our thinking = conscious (reflective, on purpose) Therefore, your brain makes decisions for you that you are not consciously aware of.

(http://www.wellsphere.com/wellpage/causes-of-yawning)(George Lakoff, UC Berkeley professor of linguistics and cognitive science; author of The Political Mind)

Frame: Nation as FamilyUncle SamFounding FathersSending our sons & daughters to warOther?

(http://etori.tripod.com/dajjalsystem/dnn.html)Strict Father FrameAssumes world is dangerous & difficult.Need strict father to protect us, teach us right from wrong by punishment.Hierarchy: God above man, man above nature (and women), adults above children, America above other countries, and Western culture above non-Western cultureOnce children leave home, theyre on their own; no meddling.Morality & power go together.

(http://blog.oregonlive.com/themombeat/2009/02/are_you_a_strict_parent.html)

Strict Father Frame in PoliticsOverriding metaphor: Moral StrengthThe good citizens are the self-reliant ones.No meddling: Keep government out of my life, keep government small.No abortionsTwo types of women seek abortions: Unmarried teens (lust & carelessness)Women pursuing careers (immoral to want to control own destiny)

(George Lakoff: http://www.press.uchicago.edu/Misc/Chicago/467716.html)(http://purpleperl.hubpages.com/hub/How-To-Build-Your-Childs-Moral-Values-For-A-Strong-Spiritual-Foundation)Strict Father Frame in PoliticsNo prenatal careU.S. has extremely high infant-mortality rate (especially for black women).Belief that moral mothers should be able to provide their own prenatal care, and if they cant, they should abstain from sex and not have babies.No gun controlStrict father needs guns to protect family from criminals with gunsGun safety more acceptableNo new taxes on the wealthyGood citizens = have already become wealthy or are self-reliant or on the way.

(George Lakoff: http://www.press.uchicago.edu/Misc/Chicago/467716.html)

(http://freestateproject.org/node/2449)Nurturing Parent FrameAssume world can be made betterChildren nurtured by both parents through empathy & responsibilityParents protect children, who are born good & can be betterValues: Cooperation, fulfillment, two- way communication, happiness, fairness Results = consumer protection, worker protection, environmental protection

((http://www.onlib.org/web/kids_teens/kids/events/ecrr/central_read.htm)

Nurturning Parent Frame in PoliticsOverriding metaphor: Golden Rule revisitedDo unto others as they would have you do unto them. Morality = empathy, nurturance, happiness, fairnessSupport for access to safe, affordable abortionsTwo types of women seek abortions: Unmarried teens who need help.Women who want to take control of their lives and should be supported in doing so..

(George Lakoff: http://www.press.uchicago.edu/Misc/Chicago/467716.html; http://berkeley.edu/news/media/releases/2003/10/27_lakoff.shtml)

(http://www.diddyblog.com/2010/07/walk-a-mile-in-my-shoes/)Nurturning Parent Frame in PoliticsSupport for prenatal careGovernment is responsible for providing for the basic needs of its citizens.Support for gun controlGovernment must protect its citizens from unnecessary gun use/violence.New taxes on the wealthyTaxes are the dues you pay to be an American, to live in a democratic society that provides you with opportunities for life, liberty and the pursuit of happiness.

(George Lakoff: http://www.press.uchicago.edu/Misc/Chicago/467716.html; http://berkeley.edu/news/media/releases/2003/10/27_lakoff.shtml)

(http://www.healthandphysicaleducationteacher.com/physical-health/prenatal-care-and-activities.html/attachment/prenatal-care-and-activities)Framing the FactsBlack women with cervical cancer = 2x as likely to die as are white women Blacks = 14% of the U.S. population but 69% of gonorrhea cases & ~ 50% of chlamydia, HIV/AIDS and syphilis In 2010, 20.5% of blacks were uninsured (11.7% of whites) Blacks = 2x as many unintended pregnancies as whites Blacks = 3x as many abortions as whites

(http://www.blackyouthproject.com/2009/08/16-black-pregnant-the-%E2%80%9Ctrifecta%E2%80%9D-of-poverty/)

So What?We are not aware of unethical appeals to our subconscious.Moral & political thought are not arbitrary.We are connected to each other & to the physical world by our unconscious mind.Words have power: Choose them wisely.

(http://www.wired.com/underwire/tag/politics/)