The Science of Framing Your Argument

1. The Science of Framing Your Argument Molly Tavella, MPH

2. How we Think We think and reason in metaphors We understand something by associating it with something already familiar

3. Frames (Lakoff) • A collection of anecdotes and stereotypes—that individuals rely on to understand and respond to environment • Anna Nicole Smith???!? • Which comes first? • A frame is like a play, it has: • A stage • Roles and scenarios • Narrative or storyline

4. Conservative vs. Progressive • Moderate Person • Progressive Person • Conservative Person

5. The foundation of democracy • Empathy • Social responsibility and personal responsibility • Defines the role of government – to protect and empower everyone equally • Protection includes safety, health, the environment, pensions… • Empowerment starts with education and infrastructure Lakoff

6. The Conservative Worldview Rejects That

7. Conservative Worldview • Conservatives believe in individual responsibility alone • Conservatives believe the government shouldn’t help its citizens. • Conservatives don’t think citizens should help each other. Lakoff

8. Most do what they think is “right”

9. We can change people’s frames Language heard over and over changes brains

10. The Errors of Combating Conservative Language • Reason vs. Frame • Progressives believe if you just tell people the policy facts, they will reason to the right conclusion and support the logical policy

11. More Errors of Progressive Communication • Functioning as “policy wonks” • Talking policy without communicating the moral values behind the policies • Repeating conservative language • Negating conservative language a No-No • Using the conservative Frame • Arguing over what to “cut” rather than asserting there is enough money in the system

12. Example of Working in Conservative Frames

13. Change the Frame! • Case Study: The Innocence Project • Against death penalty • Nobody was listening • Satisfied with “eye for eye” tactics. • Realized dealing with people who value fairness • Went in search of people wrongfully accused on death row… is it fair to let innocent die? • Successful – Accomplished same goal with different frame

14. Changing the Frame: Single Payer Town Hall – Tea Partier: ”That’s government takeover of my healthcare! No Way! I fought for this country in Vietnam and I'll fight for it here." Veterans get socialized medicine: “If government delivered care is good enough for veterans, it is good enough for me!”

16. Tips on Answering Conservative Questions • Re-frame the question before answering • Articulate the progressive philosophy • Talk about core American values in a progressive frame – Freedom, Empathy • Do not use words that trigger a conservative frame • Repeat simple progressive slogans

17. Discussion: Responding to Common Conservative Arguments

18. Speak. Rinse. Repeat • Insurance company plans have failed to care for our people. They profit from denying care. • Health care is a necessary service that should be provided to all – like fire depts. • Americans care about one another. An American plan is both the moral and practical alternative to provide care for our people. • This is an investment in our healthcare future – it will be guaranteed. • The insurance companies are doing their worst, spreading lies in an attempt to maintain their profits and keep Americans from getting the care they so desperately need. • Fifty million have no insurance at all, and millions of those who do are denied necessary care or lose their insurance. We can't wait any longer. It's an emergency. We have to act now to end the suffering and death of our fellow Americans. • Everybody deserves healthcare