Framing 101

Framing 101Framing 101

Presented by DFA TampaPresented by DFA Tampa

Framing 101 - DFA Framing 101 - DFA TampaTampa

Intro / HistoryIntro / History Statement of Purpose – why do we Statement of Purpose – why do we

care about framing?care about framing? What can we do with it?What can we do with it? Home/friends discussions, workplace Home/friends discussions, workplace

soundbites, media monitoring, media soundbites, media monitoring, media letters/calls, candidates/debatesletters/calls, candidates/debates


What We’ll be Doing HereWhat We’ll be Doing Here

Introduction to framingIntroduction to framing Video on framing concepts and examplesVideo on framing concepts and examples More examples of framesMore examples of frames Differences between progressives and Differences between progressives and

RepublicansRepublicans Exercise: Reframing an issueExercise: Reframing an issue Myths, Swing Voters, ValuesMyths, Swing Voters, Values


Framing Concepts and HistoryFraming Concepts and History

A A frame frame is an idea, a concept, an image is an idea, a concept, an image or a feeling that is automatically evoked in or a feeling that is automatically evoked in us through language. us through language.

This concept of framing and reframing This concept of framing and reframing may seem easy at first glance, but it’s may seem easy at first glance, but it’s more difficultmore difficult than it looks. Like any skill, than it looks. Like any skill, it’s feels foreign at first. it’s feels foreign at first.

Frames are powerful and can override Frames are powerful and can override rational, critical thinkingrational, critical thinking


From the Professionals:From the Professionals:

Now let's watch a video to learn more Now let's watch a video to learn more about the importance of framesabout the importance of frames

ViewView How Democrats and Progressives How Democrats and Progressives Can Win: Solutions from George LakoffCan Win: Solutions from George Lakoff

Jot down your responses, your questions, Jot down your responses, your questions, and what really sticks out as being and what really sticks out as being important for you.important for you.


More Examples of FramesMore Examples of Frames

Nixon as a “crook”Nixon as a “crook” W’s “Personal Accounts”W’s “Personal Accounts” ““Tax Relief”Tax Relief” OthersOthers


GOP vs. Progressive Frames GOP vs. Progressive Frames

Key differences between Right-wing Key differences between Right-wing followers and progressivesfollowers and progressives

Family modelFamily model Nurturing parent vs. strict fatherNurturing parent vs. strict father Gender rolesGender roles World viewWorld view


Practice ExercisesPractice Exercises Reframing the argumentsReframing the arguments Framing our valuesFraming our values Frames to stay away from Frames to stay away from Reframing GOP frames Reframing GOP frames

• Clear Skies Initiative = Dirty Skies InitiativeClear Skies Initiative = Dirty Skies Initiative• Personal Retirement Acct = Private Risk AcctPersonal Retirement Acct = Private Risk Acct• Death Tax = Birth TaxDeath Tax = Birth Tax• Compassion DeficitCompassion Deficit• Cutthroat ConservativesCutthroat Conservatives


Reframing Example 1Reframing Example 1

See how the GOP media machine See how the GOP media machine frames an issue.frames an issue.

How can we reframe it to make How can we reframe it to make sense?sense?


Reframing Example 2Reframing Example 2

See how the GOP media machine See how the GOP media machine frames another issue.frames another issue.

Let’s reframe it to make sense.Let’s reframe it to make sense.


Exercise: Social Security “Reform” Exercise: Social Security “Reform”

In your handout: Social Security In your handout: Social Security Reform laid out in GOP language: How Reform laid out in GOP language: How would you reframe this? would you reframe this?

Break into teams of 2-4 people. Write Break into teams of 2-4 people. Write your re-framed discussion of Social your re-framed discussion of Social Security into your handout. Security into your handout.

Be prepared to share!Be prepared to share!


Progressive MythsProgressive Myths

Relying on the truthRelying on the truth Following your own best interestsFollowing your own best interests

Remember the “strict father” modelRemember the “strict father” model


Swing VotersSwing Voters

People who use strict father People who use strict father andand nurturing parent modelsnurturing parent models

May use one at home and one in the May use one at home and one in the workplaceworkplace

GOP reaches through Orwellian GOP reaches through Orwellian languagelanguage


Progressive ValuesProgressive Values

Explanation and exploration of Explanation and exploration of progressive values and principalsprogressive values and principals

Progressive policiesProgressive policies Right-wing valuesRight-wing values


Integrating Values and IssuesIntegrating Values and Issues

Strategic initiativesStrategic initiatives Slippery slope initiativesSlippery slope initiatives Ten-word philosophyTen-word philosophy Progressive values listedProgressive values listed


Getting Started with FramingGetting Started with Framing

Simple stepsSimple steps Hot tipsHot tips Stick with your frameStick with your frame Don’t take the bait!Don’t take the bait! Stand up and fightStand up and fight


SourcesSources

Don’t Think of an Elephant – George Don’t Think of an Elephant – George LakoffLakoff

How Democrats and Progressives How Democrats and Progressives can Win (DVD) – George Lakoffcan Win (DVD) – George Lakoff

Framing 101 Guide – Laura HensleyFraming 101 Guide – Laura Hensley


Online and Other ResourcesOnline and Other Resources

Interactive Framing Blogs: http://democracyforamerica.com/framing or

DemSpeak dailykos.com frameshopisopen.com americablog.org

Websites: Polianna.com rockridgeinstitute.org – under Lakoff see “how to

respond”


Key GOP Framing ResourcesKey GOP Framing Resources

Frank Luntz (GOP’sr George Lakoff) Republican Playbook - dailykos.com/story/2005/3/2/133127/1815

Frontline video link about Luntz, Market Research and Framing (go to the 5th link down on the page): pbs.org/wgbh/pages/frontline/shows/persuaders/view/

Newt Gingrich’s 1996 GOPAC Memo: informationclearinghouse.info/article4443.htm


Bonus Framing ExerciseBonus Framing Exercise

GOP Frame: “Your money belongs to GOP Frame: “Your money belongs to you, not to the government”you, not to the government”

How to shift to a new frame?How to shift to a new frame?


Bonus Framing ExerciseBonus Framing Exercise

GOP Frame: “Your money belongs to GOP Frame: “Your money belongs to you, not to the government”you, not to the government”

One possible reframing: “One possible reframing: “Taxation is Taxation is a shared responsibility. Every time a shared responsibility. Every time Enron and Halliburton pay less, the Enron and Halliburton pay less, the rest of us pay more.”rest of us pay more.”


Bonus Framing Exercise 2Bonus Framing Exercise 2

GOP Frame: “We don’t need GOP Frame: “We don’t need government bureaucrats making our government bureaucrats making our healthcare decisions”healthcare decisions”

How to shift to a new frame?How to shift to a new frame?


Bonus Framing Exercise 2Bonus Framing Exercise 2

GOP Frame: “We don’t need GOP Frame: “We don’t need government bureaucrats making our government bureaucrats making our healthcare decisions”healthcare decisions”

One possible reframing: “One possible reframing: “Doctors Doctors can manage our health better than can manage our health better than insurance company CEO’sinsurance company CEO’s”.”.

Documents

Framing 101