1. Framing 101 Presented by DFA Tampa

2. Framing 101 - DFA Tampa Intro / History Statement of Purpose – why do we care about framing? Statement of Purpose – why do we care about framing? What can we do with it? What can we do with it? Home/friends discussions, workplace soundbites, media monitoring, media letters/calls, candidates/debates Home/friends discussions, workplace soundbites, media monitoring, media letters/calls, candidates/debates

3. Framing 101 - DFA Tampa What We’ll be Doing Here Introduction to framing Introduction to framing Video on framing concepts and examples Video on framing concepts and examples More examples of frames More examples of frames Differences between progressives and Republicans Differences between progressives and Republicans Exercise: Reframing an issue Exercise: Reframing an issue Myths, Swing Voters, Values Myths, Swing Voters, Values

4. Framing 101 - DFA Tampa Framing Concepts and History A frame is an idea, a concept, an image or a feeling that is automatically evoked in us through language. A frame is an idea, a concept, an image or a feeling that is automatically evoked in us through language. This concept of framing and reframing may seem easy at first glance, but it’s more difficult than it looks. Like any skill, it’s feels foreign at first. This concept of framing and reframing may seem easy at first glance, but it’s more difficult than it looks. Like any skill, it’s feels foreign at first. Frames are powerful and can override rational, critical thinking Frames are powerful and can override rational, critical thinking

5. Framing 101 - DFA Tampa From the Professionals: Now let's watch a video to learn more about the importance of frames Now let's watch a video to learn more about the importance of frames View How Democrats and Progressives Can Win: Solutions from George Lakoff View How Democrats and Progressives Can Win: Solutions from George Lakoff Jot down your responses, your questions, and what really sticks out as being important for you. Jot down your responses, your questions, and what really sticks out as being important for you.

6. Framing 101 - DFA Tampa More Examples of Frames Nixon as a “crook” Nixon as a “crook” W’s “Personal Accounts” W’s “Personal Accounts” “Tax Relief” “Tax Relief” Others Others

7. Framing 101 - DFA Tampa GOP vs. Progressive Frames Key differences between Right-wing followers and progressives Key differences between Right-wing followers and progressives Family model Family model Nurturing parent vs. strict father Nurturing parent vs. strict father Gender roles Gender roles World view World view

8. Framing 101 - DFA Tampa Practice Exercises Reframing the arguments Reframing the arguments Framing our values Framing 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

9. Framing 101 - DFA Tampa Reframing Example 1 See how the GOP media machine frames an issue. See how the GOP media machine frames an issue. How can we reframe it to make sense? How can we reframe it to make sense?

10. Framing 101 - DFA Tampa Reframing Example 2 See how the GOP media machine frames another issue. See how the GOP media machine frames another issue. Let’s reframe it to make sense. Let’s reframe it to make sense.

11. Framing 101 - DFA Tampa Exercise: Social Security “Reform” In your handout: Social Security Reform laid out in GOP language: How would you reframe this? In your handout: Social Security Reform laid out in GOP language: How would you reframe this? Break into teams of 2-4 people. Write your re-framed discussion of Social Security into your handout. Break into teams of 2-4 people. Write your re-framed discussion of Social Security into your handout. Be prepared to share! Be prepared to share!

12. Framing 101 - DFA Tampa Progressive Myths Relying on the truth Relying on the truth Following your own best interests Following your own best interests Remember the “strict father” model Remember the “strict father” model

13. Framing 101 - DFA Tampa Swing Voters People who use strict father and nurturing parent models People who use strict father and nurturing parent models May use one at home and one in the workplace May use one at home and one in the workplace GOP reaches through Orwellian language GOP reaches through Orwellian language

14. Framing 101 - DFA Tampa Progressive Values Explanation and exploration of progressive values and principals Explanation and exploration of progressive values and principals Progressive policies Progressive policies Right-wing values Right-wing values

15. Framing 101 - DFA Tampa Integrating Values and Issues Strategic initiatives Strategic initiatives Slippery slope initiatives Slippery slope initiatives Ten-word philosophy Ten-word philosophy Progressive values listed Progressive values listed

16. Framing 101 - DFA Tampa Getting Started with Framing Simple steps Simple steps Hot tips Hot tips Stick with your frame Stick with your frame Don’t take the bait! Don’t take the bait! Stand up and fight Stand up and fight

17. Framing 101 - DFA Tampa Sources Don’t Think of an Elephant – George Lakoff Don’t Think of an Elephant – George Lakoff How Democrats and Progressives can Win (DVD) – George Lakoff How Democrats and Progressives can Win (DVD) – George Lakoff Framing 101 Guide – Laura Hensley Framing 101 Guide – Laura Hensley

18. Framing 101 - DFA Tampa Online and Other Resources Interactive Framing Blogs: http://democracyforamerica.com/framing or DemSpeak http://democracyforamerica.com/framing dailykos.com frameshopisopen.com americablog.org Websites: Polianna.com rockridgeinstitute.org – under Lakoff see “how to respond” rockridgeinstitute.org

19. Framing 101 - DFA Tampa Key GOP Framing Resources Frank Luntz (GOP’sr George Lakoff) Republican Playbook - dailykos.com/story/2005/3/2/133127/1815dailykos.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/ pbs.org/wgbh/pages/frontline/shows/persuaders/view/ Newt Gingrich’s 1996 GOPAC Memo: informationclearinghouse.info/article4443.htm informationclearinghouse.info/article4443.htm

20. Framing 101 - DFA Tampa Bonus Framing Exercise GOP Frame: “Your money belongs to you, not to the government” GOP Frame: “Your money belongs to you, not to the government” How to shift to a new frame? How to shift to a new frame?

21. Framing 101 - DFA Tampa Bonus Framing Exercise GOP Frame: “Your money belongs to you, not to the government” GOP Frame: “Your money belongs to you, not to the government” One possible reframing: “Taxation is a shared responsibility. Every time Enron and Halliburton pay less, the rest of us pay more.” One possible reframing: “Taxation is a shared responsibility. Every time Enron and Halliburton pay less, the rest of us pay more.”

22. Framing 101 - DFA Tampa Bonus Framing Exercise 2 GOP Frame: “We don’t need government bureaucrats making our healthcare decisions” GOP Frame: “We don’t need government bureaucrats making our healthcare decisions” How to shift to a new frame? How to shift to a new frame?

23. Framing 101 - DFA Tampa Bonus Framing Exercise 2 GOP Frame: “We don’t need government bureaucrats making our healthcare decisions” GOP Frame: “We don’t need government bureaucrats making our healthcare decisions” One possible reframing: “Doctors can manage our health better than insurance company CEO’s”. One possible reframing: “Doctors can manage our health better than insurance company CEO’s”.