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Understanding Framing

Understanding Framing. Dr. LaRae M. Donnellan , APR, CPRC Professor & PR Sequence Coordinator School of Journalism & Graphic Communication Florida A&M University (February 2012). What is Framing?.

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Understanding Framing

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  1. Understanding Framing Dr. LaRae M. Donnellan, APR, CPRC Professor & PR Sequence Coordinator School of Journalism & Graphic Communication Florida A&M University (February 2012)

  2. What 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 don’t fit the frame, it’s the facts that are rejected, not the frame.” • (http://www.frameworksinstitute.org) (http://www.c3.ucla.edu/toolbox/terms-concepts/strategic-frame-analysis)

  3. Competing Theories • Agenda-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)

  4. What is Strategic Frame Analysis? • “…an approach to communications research and practice that pays attention to the public’s deeply held worldviews and widely held assumptions.” (http://www.frameworksinstitute.org) • Developed by FrameWorks Institute, led by Susan Nall Bales • Involves interdisciplinary research on how people think and communicate • “Designed 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)

  5. Framing: “Chicken Little” • Environmental group messages • “The sky is falling!” • “It’s 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)

  6. Framing: “The Little Engine That Could” • Messages • “Good 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 (Susan Nall Bales, FrameWorks Institute) (http://irenekimmakeup.blogspot.com/2011/01/beauty-resolutions-for-2011.html)

  7. What’s in a Frame? • Metaphors, visuals, stories, context, messages, messengers, numbers • Episodic news frames • Focus 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 frames • Focus 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/)

  8. Power of Storytelling • “Storytelling 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 “child” • Notion of “sky” implies “earth” • “I went to the hospital and …” (James Hoggan, “Do the Right Thing”) (http://thesituationist.wordpress.com/2007/12/)

  9. Echo Chamber • “If 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 doesn’t matter if you are negating words or questioning them; the same frames and metaphorswill be activated and hence strengthened.” • “Don’t think of an elephant.” (George Lakoff, “The Political Mind”)

  10. Framing: Frank Luntz • Conservative political consultant and pollster, “Fox News” commentator and analyst • Words that work … and don’t work • Say “free market economy,” not “global economy” or “capitalism” • Say “exploring for energy,”not “drilling for oil” • Say “death tax,” not “estate tax” • Say “climate change,” not “global warming” (http://crooksandliars.com/susie-madrak/tsk-tsk-frank-luntz-says-using-poll-d)

  11. Luntz 2009 Guidelines for the “Washington Takeover” of Healthcare • Humanize 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, that’s a healthcare crisis. • “Time” is the government healthcare killer. • Waiting to buy a house or a car won’t kill you. But waiting for healthcare you need – could. (http://wtpotus.wordpress.com/2011/08/22/internet-giants-worked-as-propaganda-arms-for-obamacare/) (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)

  12. George Lakoff: Science of the Mind • 98% 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. (George Lakoff, UC Berkeley professor of linguistics and cognitive science; author of “The Political Mind”) (http://www.wellsphere.com/wellpage/causes-of-yawning)

  13. Frame: Nation as “Family” • Uncle Sam • Founding Fathers • Sending our sons & daughters to war • Other? (http://etori.tripod.com/dajjalsystem/dnn.html)

  14. “Strict Father” Frame • Assumes 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 culture • Once children leave home, they’re on their own; no meddling. • Morality & power go together. (http://blog.oregonlive.com/themombeat/2009/02/are_you_a_strict_parent.html)

  15. “Strict Father” Frame in Politics • Overriding metaphor: Moral Strength • The “good” citizens are the self-reliant ones. • No meddling: Keep government “out of my life,” keep government small. • No abortions • Two types of women seek abortions: • Unmarried teens (lust & carelessness) • Women pursuing careers (immoral to want to control own destiny) (http://purpleperl.hubpages.com/hub/How-To-Build-Your-Childs-Moral-Values-For-A-Strong-Spiritual-Foundation) (George Lakoff: http://www.press.uchicago.edu/Misc/Chicago/467716.html)

  16. “Strict Father” Frame in Politics • No prenatal care • U.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 can’t, they should abstain from sex and not have babies. • No gun control • “Strict father” needs guns to “protect family” from “criminals with guns” • “Gun safety” more acceptable • No new taxes on the wealthy • “Good” 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)

  17. “Nurturing Parent” Frame • Assume world can be made better • Children nurtured by both parents through empathy & responsibility • Parents protect children, who are born good & can be better • Values: 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)

  18. “Nurturning Parent” Frame in Politics • Overriding metaphor: Golden Rule revisited • Do unto others as they would have you do unto them. • Morality = empathy, nurturance, happiness, fairness • Support for access to safe, affordable abortions • Two 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/)

  19. “Nurturning Parent” Frame in Politics • Support for prenatal care • Government is responsible for providing for the basic needs of its citizens. • Support for gun control • Government must protect its citizens from unnecessary gun use/violence. • New taxes on the wealthy • Taxes 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)

  20. Framing the Facts • Black 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/)

  21. 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/)

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