Simple Framing 101: By George Lakoff
Created By: boatsie
Last Modified: 01/29/06
Summary: GUIDELINES TO REFRAMING COGNITIONLink: The Persuaders: Meet Frank Luntz
Summary: Framer of Newt Gingrich's "Contract with America" and the conception of the 'liberal New York Times."
Link: The Framing Wars: How the '04 election utilized Newt Gingrich's guru Fred Luntz to brainwash America
Summary: ... and how the Dems woke up too late, calling in Lakoff to helpl frame the filibuster debate.
Communicative, Conceptual, and Moral Framing
Summary: Communication itself comes with a frame. The elements of the Communication frame include: A message, an audience, a messenger, a medium, images, a context, and especially, higher-level moral and conceptual frames. The choice of language is, of course, vital, but it is vital because language evokes frames — moral and conceptual frames.
From: 
http://www.rockridgeinstitute.org/projects/strategic/simple_framingFlip-Flop: Listen to an except from "OutFoxed" and the network's use of flip-flop. (Copy & Paste url below into new window)
http://www.onthemedia.org/transcripts/transcripts_070904_outfoxed.html.Moral 4: Evoking a frame reinforces that frame.
Summary: Every frame is realized in the brain by neural circuitry. Every time a neural circuit is activated, it is strengthened.
Moral 3: Negating a frame evokes the frame.
Moral 2: Words defined within a frame evoke the frame.
Summary: The word trunk, as in the sentence "Sam picked up the peanut with his trunk," evokes the Elephant frame and suggests that "Sam" is the name of an elephant.
Moral 1. Every word evokes a frame.
Summary: A frame is a conceptual structure used in thinking. The word elephant evokes a frame with an image of an elephant and certain knowledge: an elephant is a large animal (a mammal) with large floppy ears, a trunk that functions like both a nose and a hand, large stump-like legs, and so on.
From: http://www.rockridgeinstitute.orgDon't think of an elephant
Summary: but after being so instructed, how can you NOT think of an elephant without thinking of one first?
From: http://www.jeteye.com/jetpak/17793533,,,1138577819,,myjeteye,,view.htmlThe Rockridge Institute is a non-profit, non-partisan think tank dedicated to strengthening our democracy by providing intellectual support to the progressive community. We partner with advocates, activists, and policy professionals to articulate the system of American values and ideas and reframe public debate.
Our goal is to empower people to effect positive change by reframing the public debate and facilitating consensus toward progressive policy goals. We do this by applying the discipline of cognitive linguistics to reveal the underlying frames and assumptions that structure American political discourse.
We are a team of scholars and researchers committed to American progressive ideals, working under the direction of Senior Fellow George Lakoff
