Tools for Framing: Metaphor, Jargon, Contrast, Spin, and Stories Note Table 5.1 on p. 101 Dr. Joanne E. Nottingham

Dr. Joanne E. NottinghamDr. Joanne E. Nottingham

Tools for Framing:Tools for Framing:

Metaphor, Jargon, Contrast, Metaphor, Jargon, Contrast, Spin, and StoriesSpin, and Stories

Note Table 5.1 on p. 101Note Table 5.1 on p. 101

Dr. Joanne E. NottinghamDr. Joanne E. Nottingham 22

5 Tools To Use To Build 5 Tools To Use To Build Memorable FramingMemorable Framing

1.1. MetaphorsMetaphors2.2. JargonJargon3.3. ContrastsContrasts4.4. SpinSpin5.5. StoriesStories


MetaphorsMetaphors = describe = describe likenesses to something likenesses to something else to aid understandingelse to aid understanding



JargonJargon = assist understanding = assist understanding in familiar termsin familiar terms= common expressions from = common expressions from everyday language that are everyday language that are summary statements that summary statements that suggest a general framesuggest a general frame



ContrastsContrasts = illuminate in = illuminate in terms of opposites or terms of opposites or alternativesalternatives



SpinSpin = casts a positive or = casts a positive or negative lightnegative light= reveals strengths (positive = reveals strengths (positive spin) and weaknesses spin) and weaknesses (negative spin)(negative spin)




StoriesStories = concrete examples to = concrete examples to make more real, through implicit make more real, through implicit assumptions that guide decision-assumptions that guide decision-making and actionmaking and action= help build rapport between = help build rapport between speaker and listenerspeaker and listener= can be used to teach= can be used to teach

QuestionQuestion

When does influence When does influence become manipulation become manipulation when using metaphors?when using metaphors?


Influence versus ManipulationInfluence versus Manipulationwhen using metaphorswhen using metaphors

It’s a judgment call (when influence It’s a judgment call (when influence becomes manipulation) that rests on your becomes manipulation) that rests on your personal valuespersonal values

Implied relationships (between your Implied relationships (between your language and behaviors, AND the language and behaviors, AND the expectations of others) must be carefully expectations of others) must be carefully considered when you use metaphorsconsidered when you use metaphors


Uncovering Complex MetaphorsUncovering Complex Metaphors

Have many implied aspects that can Have many implied aspects that can form “an intricate organization of form “an intricate organization of parallel elements” (p. 121)parallel elements” (p. 121)

Question:Question:What does this mean?What does this mean?


Understanding the UsefulnessUnderstanding the UsefulnessComplex MetaphorsComplex Metaphors

Answer –Answer –They allow you to influence They allow you to influence

others on an unconscious levelothers on an unconscious level If you tie the implied meaning(s) If you tie the implied meaning(s)

of the metaphor(s) with others’ of the metaphor(s) with others’ expected meaningsexpected meanings


Complex MetaphorsComplex Metaphors

The skill of finding them The skill of finding them is to learn through trial is to learn through trial and error.and error.


Metaphors are essentialMetaphors are essentialto your ability to think and to your ability to think and

describedescribe

The power of metaphors is The power of metaphors is that they help us with our that they help us with our framing strategies.framing strategies.


Jargon & VisionJargon & Vision

Top of Page 109 – Top of Page 109 –

What does that What does that statement mean and statement mean and why?why?


StoriesStoriesWhat role does a What role does a story serve in story serve in leadership?leadership?


The role that a story serves in The role that a story serves in leadership is…leadership is…

It is a It is a central theme central theme whose whose meaningmeaning, , using several using several language formslanguage forms (such as jargon, (such as jargon, metaphors, contrast, etc.), metaphors, contrast, etc.), is is established through an established through an exampleexample..


Mastery of Framing ToolsMastery of Framing Tools

Question:Question:Why is it (mastery) Why is it (mastery) advantageous?advantageous?


Mastery of Framing ToolsMastery of Framing Tools

““CHOOSING language to CHOOSING language to frame people’s actions, frame people’s actions, events is like moving a events is like moving a telescope into position.” telescope into position.” (p.125)(p.125)


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Tools for Framing: Metaphor, Jargon, Contrast, Spin, and Stories Note Table 5.1 on p. 101 Dr. Joanne E. Nottingham