1. Framing, Part 1: Using values to drive decisions Framing, Part 1: Using values to drive decisions

2. What is Framing? "Frames are the mental structures that allow human beings to understand reality." - George Lakoff Frames are the neural networks, the cognitive models, archetypes, and narratives that construct meaning Frames underlie all thought processes Framing is a process of heuristics In politics we search out the underlying values to construct frames of understanding Frames are based on conceptual metaphors that use one idea to explain or help understand another Lakoff & Johnson describe our reliance on conceptual metaphors: the journey – “Love is a journey”; war – “Argument is war”; money – “Time is money” Example: Voter Revolt Framing the Issue: How Metaphors Create Meaning 2

3. Examples of Framing Framing the Issue: How Common Values Create Public Support 3 “Framing is a process whereby communicators, consciously or unconsciously, act to construct a point of view that encourages the facts of a given situation to be interpreted by others in a particular manner." --Jim A. Kuypers, Rhetorical Criticism, 2009 The Nurturant Parent vs. The Strict Father

4. Finding “Common Values” 4 According to George Lakoff, most of us share values across the political spectrum. Conservatives and independents have some progressive, nurturing tendencies and progressives and liberals share conservative, strict father, discipline tendencies. Shared frames of reference can serve as keywords or master themes to shape a message: 1.Love and Protection of the Land 2.Progressive View of God 3.Commitment to Community 4.The Honest Businessman 5.Civil Libertarian 6.Protection of the Family Framing the Issue: How Common Values Create Public Support

5. 5 Framing Your Message What are your values? What is the problem? Why does it matter to you? Why should it matter to other groups? What should be done about it? What are the phrases, images, or concepts that express common values? Who is your target audience? Does your message leave anyone out? If it does, is that a strategic choice? Create your central frame through key words that resonate. Framing the Issue: How Common Values Create Public Support

6. Frank Luntz Political Pollster <param name="movie" value="http://www.youtube.com/v/Nl3a0fBQ7fI&rel=0&hl=en_US&feature=player_embedded&version=3"> <param name="allowFullScreen" value="true"> <embed src="http://www.youtube.com/v/Nl3a0fBQ7fI&rel=0&hl=en_US&feature=player_embedded&version=3" type="application/x-shockwave-flash" allowfullscreen="true" allowScriptAccess="always" width="640" height="390">

7. Keywords for the 21 st Century

9. Paul Ryan’s Roadmap for America Speech, note the keywords and emphasis on values: http://www.roadmap.republicans.budget.house.gov/http://www.roadmap.republicans.budget.house.gov/ Policy overview, note the framing around outcomes and results: http://www.roadmap.republicans.budget.house.gov/Plan/#challenges http://www.roadmap.republicans.budget.house.gov/Plan/#challenges

10. 10 Final Thoughts A Few Framing Rules:  Values resonate.  Recognize the emotional core of those values.  Communicate your shared values to your target audience.  Rely on shared values to translate key policy differences.  Images matter. Specify abstract arguments with concrete images.  Keep the frame simple, even when the argument is complex. Target Audiences with Key Message Frames:  Know your audience or decision-maker.  Before developing your message, think carefully about your intended audience or decision-maker; write out a list of their values and issues.  Are you trying to convince people who already think like you or is your target audience or decision-maker antagonistic to some key aspect?  What are your shared values on key issues?  What are the “Words that Work” for your audience or decision-maker? Framing the Issue: How Common Values Create Public Support