Understanding Framing

Dr. LaRae M. Donnellan, APR, CPRCProfessor & PR Sequence CoordinatorSchool of Journalism & Graphic CommunicationFlorida A&M University(February 2011)Understanding FramingWhat is Framing?

The media not only tell us WHAT to think about but also HOW to think about it.Science of the Mind98% of our thinking is unconscious Unconscious thought = reflexive (automatic, uncontrolled)Conscious thought = 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)So What?Not aware of unethical appeals to our subconsciousMoral & political thought not arbitraryUnconscious connects us to each other & to the physical worldLakoff: Democracy in mortal danger

(http://etori.tripod.com/dajjalsystem/dnn.html)18th Century View of ReasonReason is conscious, universal, unemotional, value-neutral, interest-based.Appeal to reason; facts are enough.Then people will act politically to maximize their self-interests.

(http://www.newstatesman.com/ideas/2010/04/smith-market-essay-sentiments)Adam SmithAre Facts Enough?47 million people are without health care.Top 1% receive tax breaks.There were no WMD in Iraq.The ice caps are melting.

(http://ocw.nd.edu/center-for-social-concerns/changing-the-face-of-american-healthcare/images/no-health-care/view)New Enlightenment IdeasDont abandon reason.But understand were using real reason (unconscious; incorporates emotion; structured by frames, metaphors, images & symbols).Language has power.

(http://minoritymilitant.blogspot.com/2008_07_01_archive.html)Power of StorytellingEssence of human thought & communicationProvides context, a framework within which all the fragments have meaningNotion of mother requires childNotion of earth replies skyI went to the mall and

(http://futuresound.tv/en/style-news?start=2820)(James Hoggan, Do the Right Thing)Clotaire Rapailles Word CodesEverything has code embedded in the brain.If you crack the code, you are one giant step closer to connecting with your customers.Archetype = story templateThree brainsReptilian: instinct, survival (most powerful)Limbic: emotions (early years)Cortex: logic (age 7)Code for Hummers?

Custom Pink Hummer H2 - Fun-Time Barbie(http://www.truckinweb.com/brandpages/hummer/0508tr_custom_pink_hummer_h2/photo_03.html)(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.(George Lakoff, The Political Mind)Nation as Family FrameSending our sons & daughters to warFounding FathersUncle SamDaughters of the American Revolution

(http://spicyipindia.blogspot.com/2010/12/uncle-sams-missive-to-mother-india-fair.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, adults above children, America above other countries, and Western culture above non-Western culture.Morality & power go together.Natural resources = for human use.Facts about species destruction wont overwhelm the frame.

(http://blog.oregonlive.com/themombeat/2009/02/are_you_a_strict_parent.html)Nurturing Parent FrameAssume world can be made better.Both parents nurture children through empathy & responsibility.Parents protect children, who are born good & can be better.Cooperation, two-way communication, fulfillment, happiness, fairness valued.Results in consumer protection, worker protection, environmental protection

(http://www.onlib.org/web/kids_teens/kids/events/ecrr/central_read.htm)Framing: Owls vs. PeopleStrict father frame: Owls are cute, but jobs for people are more important.Nurturing parent frame: All species are sacred. It would be immoral to destroy anything this remarkable and glorious." NOT just science/facts/economics.We must protect the sacred forests.

(http://www.shawcreekbirdsupply.com/barn_owl_info.htm)Framing: Bush AdministrationFrank Luntz says conservatives are losing the battle over global warming science. Use terms environmentalists like, such as healthy, clean, safe.George Lakoff says conservatives use Orwellian language when their positions are weak.Anti-environmental legislation: Healthy Forests (No Tree Left Behind) Clear Skies (Reduces caps on toxins)

(http://crooksandliars.com/susie-madrak/tsk-tsk-frank-luntz-says-using-poll-d)2010 EPA Air Quality RulesEnvironmental Protection Agency... nations most important air quality standards are clearly grounded in science, protect public health with an adequate margin of safety and protect the environment." American Petroleum Institute... unnecessary energy cost increases, job losses and less domestic oil and natural gas development and energy security. mm

(http://beautiful-views.com/air-polltion.html)Framing: Global WarmingWarming is niceClimate change = attempt to be scientific & neutralClimate crisis = more effectiveOther options: Climate collapse Carbon dioxide strangulation Suffocation of the earthHard to change common vocabulary once its in place.

(http://healthtrain.blogspot.com/2008_09_01_archive.html)Framing: Sierra Club Campaign"End Commercial Logging" campaign in the Arctic RefugeArguing against something is a disaster. (Dont think of an elephant.)Logging = masculine; assumption logs are going into your home, not overseas.Morphed into "Forest Protection and Restoration" campaign

(http://agreenliving.org/tag/province/)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)Survey Says Climate change a very serious threat for:Plants & animals: 52%People in other countries: 40%People elsewhere in U.S.: 30%You & your family: 19%Your community: 18%(Leiserowitz, July 2007 study of U.S. residents)

(http://drgreensblog.blogspot.com/2010/06/global-warming.html)Solution: LocalizeFrame climate change with local examplesDroughts in the Southwest U.S. (not Africa)Effect of sea level rise on New York subways (not Bangladesh)Be carefulClimate change is increasing the odds of an extreme weather event.Climate scientists may not yet want to say that climate change is causing such events.

(http://abcnews.go.com/US/popup?id=7540570)Now vs. Future FrameNOW: Immediate threats seen as more relevant & of greater urgency.People discount environmental & financial consequences of climate change with each year the consequences are delayed.FUTURE:Climate change is a threat to our childrens future.Climate change will cost us big money in the future.

(http://nottscience.wordpress.com/2010/05/30/human-factors-in-rail-and-road/)Gain vs. Loss FramePeople tend to avoid losses rather than seek gains.Lose $100 vs. win $100Combine gain vs. loss frame with now vs. future frame.Energy-saving appliances = Help homeowners avoid losing money on higher energy bills in the future instead of helping them save money in the future.Focus on losing less now instead of losing more in the future.(http://www.crunchgear.com/tag/prius/)

National Security Frame2007: UN Security Council put climate change on agenda Catalyst for conflicts around the worldThreatsReduction of global food suppliesLarge migrations of peopleIncreased risks of infectious diseaseIncreased fighting over water & land

(http://jerrygarrett.wordpress.com/2010/10/21/ethanol-fans-ready-for-another-food-fight/)Encourage Group ParticipationSolicit participation by all stakeholders.Use group discussion to generate solutions.If people feel they are part of the decision-making process, they are more likely to support outcome.Use clear, easy-to-understand information.

(http://www.equip123.net/webarticles/anmviewer.asp?a=612)Optimize the Default OptionHuman tendency to stick with option that is automatically selected rather than choosing an alternative.Rutgers UniversityMade double-sided printing the default in all campus computer labs.Saved about 7.4 million sheets of paper in first semester.Saved about 620 trees/semester; 1,280 trees/academic year.Option to conserve is now easier.

(http://library.tauranga.govt.nz/what-can-i-find/ information-services/tabid/147/qid/1322/ tctl/697_ViewQuestion/Default.aspx)(Columbia University Center for Research on Environmental Decisions)

(Columbia University Center for Research on Environmental Decisions)