Issue No. 16 =97 T= opic: A Framer Reads the News, October 2002

date: Mon, 27 Oct 2003 14:56:35 -0500 x-mimeole: Produced By Microsoft MimeOLE V5.50.4807.1700 from: subject: The Frameworks Institute: Publications and Products - Kids Count E-Zines - Issue No. 11 content-type: multipart/related; boundary="----=_NextPart_000_00B9_01C39C9A.8476CA20"; type="text/html" mime-version: 1.0 This is a multi-part message in MIME format. ------=_NextPart_000_00B9_01C39C9A.8476CA20 content-type: text/html; charset="Windows-1252" content-transfer-encoding: quoted-printable content-location: http://www.frameworksinstitute.org/products/issue16framing.shtml Issue No. 16 =97 T= opic: A Framer Reads the News, October 2002

Issue No. 16: A F= ramer=20 Reads the News
By Susan Nall Bales, October 2002=20

ELEPHANTS! ELEPHANTS!=20

A little opinion research can be a dangerous thing. That's especi= ally=20 true when it leads people to confuse the research with the message. = We=20 suspect that's what happened to CDC's Mark Rosenberg in commenting o= n the=20 release of the WHO Report on Global Violence, as reported in the=20 Washington Post:

"Here, they're saying there are patterns in common in various t= ypes=20 of violence all around the world, and that we have the goods to pr= event=20 it all around the world."

WHO Report Details Global Violence, The Washington Post, Oct= ober=20 3, 2002, A16

How many frame problems can you name, veteran Kids Counters?

One, he begins by reminding us of the dominant frame in order to = then=20 rebut it =97 an "elephants" problem (see E-Zine=20 #7 ). Being fast and frugal cognators, we are appreciative to th= e=20 speaker for having reminded us of what we thought all along so we ca= n=20 process this thought and go back to our laundry. End of conversation.

Two, he has confused the problem for the solution. This happens t= o many=20 smart people who invest in public opinion research but don't go the = added=20 step of figuring out how to reframe in order to get people to see a= =20 different perspective. The truth - neither the policy solution nor t= he=20 public opinion perception =97 will set people free unless subjected = to a=20 translation process: reframing.

Third, he thinks he has to acknowledge where people are in order = to=20 engage them or get them to learn the issue in a different way. Salie= nce is=20 not reframing. The fact that they think of the issue this way does n= ot=20 mean you need to re-invigorate it; quite the opposite.

MORE IN THE "IT'S ABOUT" HALL OF FAME

This great example comes via our own Don Crary who just couldn't = resist=20 pointing out how this debate is being framed:

http://www.twincities.com/mld/twincities/news/nation/4134369.htm

LEVEL ONE AND METAPHORS

There are a lot of framing lessons to be derived from the soundbi= te=20 wars in an article about mountain bikers in California ("Mountain Bi= kers=20 Up Against Calif. Conservationists, The Washington Post, October 2, = 2002,=20 A3).

What's the strategy in this quote?:

"Becky Bell, a marketing consultant who leads a mountain biking= =20 group with 1,500 members near Lake Tahoe, said she is worried the = sport=20 is getting a bad rap. 'Most of us are good stewards of the land,' = she=20 said. 'We have some bad apples, but so does every group. Look at E= nron=20 executives. Or Catholic priests. Just the other day I was out ridi= ng and=20 someone told me, 'I know you guys are trying to be nicer, but I st= ill=20 just hate seeing you on the trails.' That's what we're up against.= "

Good Level Ones, don't you think? Stewardship, tolerance=20 (hate/prejudice). Good metaphorical set-up: you can't judge us all b= y the=20 one bad example. And, more subtly, an erosion of mountain biking as = a=20 public problem; in effect, Bell is saying: is this really where you = want=20 to spend your attention, or are there more important issues that req= uire=20 your attention? And, finally, a displacement of responsibility: you = should=20 be focusing on those guys that hate us, not us. Not bad for a quick = quote.

Even better is a quote from Gary Sprung, director of a mountain b= iking=20 group:

"The problem is that some people think we're motorcycles without= =20 engines, but the truth is that we're like hikers on wheels."

Apart from an unfortunate construct (stating the offending metaph= or=20 first), this is a great attempt to reframe via metaphor.=20

In fact, this entire article probably merits a read, as a lot of = think=20 time went in to the framing of the two sides. A good discussion piec= e for=20 Framing Fridays.

COWS! COWS!

Question: When is a concern not an issue?
Answer: When it's fr= amed=20 with vivid case examples that assign responsibility to=20 individuals.
Democrats, take note!

The Washington Post reports that Democrats are puzzled by the fac= t that=20 the economy has not emerged as the trump card it was trumped to be i= n=20 recent polls ("Economy a Concern, Not an Issue," October 2, 2002, A4= ).=20 With corporate scandals right and left, declining stock portfolios, = etc.,=20 why isn't corporate greed sticking as a political issue?

Leave it to a smart Republican to figure out the framing mistake:

"The one economic issue that has touched a nerve appears to be=20 corporate malfeasance, pollsters say, but Democrats over the summe= r were=20 so effective in castigating corporate chief executives that voters= are=20 now much more apt to blame CEOs for the nation's economic problems= than=20 the GOP, said Republican pollster Ed Goeas."

If the villain is Andrew Fastow, and we learn all the intricacies= of=20 how he did it, will we hold Congress, the President, the economic sy= stem=20 accountable? Try reasoning within the frame and see if you can conne= ct the=20 dots. For more on the cows problem, check out FrameWorks' new "Frami= ng=20 Children's Issues" CD-Rom, or the section on "Context" in your Frame= Works=20 Toolkit.

THOSE "O SO WISE" POLITICAL CARTOONS

Political cartoonist Tom Toles again reveals in its starkest term= s the=20 political strategy of naming and framing Level Ones (Thursday, The=20 Washington Post October 3, 2002, A18). In this cartoon, the UN annou= nces=20 to Bush that he can no longer "hang this tag" on it - and the tag re= ads=20 IRRELEVANT. Bush reaches into his desk drawer and pulls out another = label:=20 EVIL. In the subscript, the UN says "it's like you were ready," to w= hich=20 Bush replies, "I have a lot of those." Get those Level Ones ready, v= eteran=20 framers! I have a feeling we're going to need them.

Over and out.=20

&= nbsp;=20 = ;=20 = ;=20 = ;=20 = ;=20 = ;=20 = ;=20 = ;=20 = ;=20 = ;=20 = ;=20

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