Issue No. 9: Topic= : A Framer Reads the News

date: Mon, 27 Oct 2003 14:19:35 -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. 9 content-type: multipart/related; boundary="----=_NextPart_000_0083_01C39C95.59167510"; type="text/html" mime-version: 1.0 This is a multi-part message in MIME format. ------=_NextPart_000_0083_01C39C95.59167510 content-type: text/html; charset="Windows-1252" content-transfer-encoding: quoted-printable content-location: http://www.frameworksinstitute.org/products/issue9framing.shtml Issue No. 9: Topic= : A Framer Reads the News

Issue No. 9
To= pic: A=20 Framer Reads the News
December 2001=20

Reading the op/ed pages of your daily newspaper can serve to keep= up=20 your framing skills. Everything is there: the "just the facts" frame= , the=20 "putting a face on the problem" frame, and many values frames - some= =20 artful and some inadvertent. With just a little bit of extra effort = on=20 your part, you can use your daily newspaper as an exercise in framin= g=20 analysis.=20

First ask, what is this article about? Then, questioning t= he=20 intent of the author is a good place to continue your analysis: W= hat=20 were they trying to do? Next, look at the way they build their f= rame:=20 How did they set up for the reader the lens through which we are = to=20 examine their issue? Finally, ask yourself if they were strategi= cally=20 competent in their framing: Did their framing work to set up a co= herent=20 perspective on the issue? And, what are the policy implications of t= heir=20 frame?=20

Let's take a look at an especially artful op/ed, provided to us v= ia the=20 Washington Post ("Supersize Country," Saturday, December 15, 2001, A= 29) by=20 co-authors Shannon Brownlee and Patti Wolter. Take a moment to read = the=20 article at http://www.washingtonpost.com/wp-dyn/articles/A46634-2001Dec14.ht= ml=20 and then let's deconstruct it together. If you wish, jot down your a= nswers=20 to the above questions and make note of any elements of the frame th= at=20 seem especially important: messengers, metaphors, social math, conte= xt=20 (Who's in the frame? Who is responsible?), etc.=20

What is this article about? It's about obesity, of course.= But=20 more than that, it's about the national problem of obesity. F= rom=20 the very first paragraph, the article works to construct obesity as = a=20 national threat - using the Surgeon General as the credible authorit= y=20 (messenger), his "call to action" and "epidemic" references to under= score=20 that this is serious and that it is societal. "Last year obesity cos= t the=20 nation $92 billion, according to federal figures." Whose pocketbook = is=20 this coming out of? Ours, the nation's, the authors say. Moreover, r= ising=20 obesity rates threaten to wipe out "the tremendous gains made in the= past=20 25 years against cancer and heart disease by the middle of the 21st= =20 century." Whose gains are those? Our gains, of course: collective pr= ogress=20 toward better health for all Americans. In effect, by defining the p= roblem=20 as collective, the authors have set us up for a collective solution = to the=20 problem.=20

And that is precisely the tact they pursue: "So what are the=20 institutions responsible for protecting the nation's health doing to= help=20 Americans keep from getting fatter?," they ask in the first question= to be=20 posed by the article. Who is responsible? Institutions, the article= =20 asserts, and directs us immediately to their identity and performanc= e. So,=20 whereas this article could have been written about your obesity or m= ine,=20 that of teenagers or boomers, instead this article turns out to be "= about"=20 Congress, the Centers for Disease Control, the National Institutes o= f=20 Health, and medical schools, and what they are or aren't doing to pr= otect=20 our nation's health and pocketbook. Not a bad framing accomplishment= in=20 four paragraphs!=20

What were they trying to do? The entire article works off = the=20 metaphor of smoking and obesity. By reminding us that we used to con= sider=20 smoking a "personal" issue, not a public health issue, the authors h= ope to=20 open us up to a reconsideration of obesity as a societal issue as we= ll.=20 The analogous reports from the Surgeon General serve to establish th= is=20 connection. In essence, the article works off of a "it's not what yo= u=20 think it is" construct, in which smoking is used as the frame to woo= us=20 away from personal responsibility for obesity and toward institution= al=20 responsibility.=20

How did they set up for the reader the lens through which we a= re to=20 examine their issue? The expectation is set up at the end of the= first=20 paragraph: "Just as nobody in 1964 could conceive of restricting cit= izens'=20 God-given right to smoke, few Americans today can imagine regulating= =20 something so personal as the way we exercise and eat." We were wrong= then,=20 the article infers, and we're wrong now, so let's take a fresh look = at the=20 problem. Does the set-up work? The irony implicit in "God-given righ= t to=20 smoke" tends to remind us that smokers, once prevalent in every rest= aurant=20 and workplace, have been regulated out of public places in order to= =20 protect the public's health. In this particular instance, the debunk= ing of=20 the old frame undermines its power.=20

But there is a great deal of "don't think about elephants" going = on in=20 this article - the authors find it necessary to acknowledge again an= d=20 again the public's tendency to "think of fat as a failure of will." = This=20 is precisely the frame they were trying to overpower. Would the arti= cle=20 have been stronger without explicitly acknowledging this default fra= me?=20 Probably. Remember that sloth is one of the seven deadly sins; so, l= ike it=20 or not, the idea of fat as a failure of personal will is likely to b= e=20 widely and deeply held in our culture. All the more reason not to na= me it=20 explicitly, not to prompt people to remember what they thought about= =20 obesity before reading this article.=20

The weakest part of the article occurs in the transition from the= =20 definition of the problem from personal will power to environment in= the=20 fifth and sixth paragraphs. Consider this bridge statement: "That's= =20 because doctors, like the rest of us, still think of fat as a failur= e of=20 will. Sure, lack of will power is partly at fault, but the larger pr= oblem=20 lies with the environment." Could this have been stated in such a wa= y that=20 it didn't cede so much power to the default frame? Sure. Following t= he=20 tobacco metaphor, the authors could have defined tobacco as a defect= ive=20 product that required consumer protections and then moved to establi= sh=20 junk food as similarly flawed. Advertising - or the "environment" - = then=20 becomes a vehicle that promotes a defective product and must be held= =20 accountable. This is the theme pursued in the eighth paragraph, with= its=20 introduction of the deceptive advertising of exercise under the guis= e of=20 progressive public service advertising. Duplicity helps underscore t= he=20 charge of villainy.=20

On the other hand, the article is working off of a strong frame=20 construct that goes like this: if obesity is like smoking, then it's= not a=20 matter of personal choice but rather one of manipulation by corrupt= =20 industries which require regulation. That is the "lesson" of the tob= acco=20 wars of the last decade. This is precisely what the authors do when = they=20 say "restaurateurs and food and soft drink manufacturers have alread= y=20 taken a page from the tobacco industry playbook."=20

But it takes a long time to get to the villain industry - not unt= il we=20 are in paragraph eight do the authors name names and focus our atten= tion=20 on "the food industry."=20

Before we get there, however, the article takes the important ste= p of=20 presenting solutions. Paragraph seven permits us to see that solutio= ns=20 abound and are not so onerous that it sets off our fear of governmen= t=20 intervention. Who can be against "requiring all chain restaurants an= d=20 fast-food outlets to prominently display the calorie and fat content= of=20 their foods" or "offering incentives for communities to build parks = and=20 walkways"? Note how skillfully the taxation interventions - taxes on= sugar=20 and sodas and incentives on fruits and vegetables - are sandwiched i= n=20 between the more popular and less regulatory solutions.=20

The final paragraph is perhaps the strongest in the entire articl= e,=20 making the explicit connection between McDonald's and Joe Camel, and= =20 establishing manipulation of children as the proof of industry=20 irresponsibility. But if it is so powerful in establishing the frame= of=20 obesity as smoking, why didn't it come in the first paragraph, rathe= r than=20 the last? This excellent op/ed might have been even stronger if it h= ad=20 used this piece of evidence to set the frame in the first paragraph.= =20

Did their framing work to set up a coherent perspective on the= =20 issue? And, what are the policy implications of their frame? The= =20 article has a frame coherence that is truly laudable. It works entir= ely=20 within the metaphorical framework it has established. We end by=20 understanding the relatively unfamiliar problem of obesity through t= he=20 process of mapping onto it the more familiar problem of smoking.=20

To judge the effectiveness of the framing attempt, ask yourself a= =20 simple question: Who is responsible for stopping obesity? If you did= not=20 name parents in your answer, the authors have won a good deal of the= =20 reframing challenge. For it is parents (or individuals) that constit= ute=20 the usual responsible agents in health promotion stories. Next ask=20 yourself, is obesity a big problem or a little problem? Score again;= the=20 authors establish it as a problem that is national in scope. Is ther= e=20 anything that can be done? Solutions abound in this article, and the= y are=20 policy-oriented. The personal solutions - like exercise and diet - a= re=20 shown to be inadequate against the industry that is pushing the prod= uct.=20

Is this a good opinion piece? We think so. It demonstrates strate= gy and=20 skill in its selection and execution of frames. It exhibits discipli= ne in=20 the way it stays on message throughout the piece. It carefully assig= ns=20 responsibility and points out solutions. While there are some things= we=20 quibble with ("don't think about elephants," save your punch for the= last=20 paragraph, etc.), for the most part, this op/ed makes a strong state= ment=20 for the reframing of obesity as a national problem requiring regulat= ion of=20 an industry that is abusing the public's health. Will the reframe ho= ld up=20 over time? We suspect you will find it hard to see the "Be Active=20 America!" ads without seeing the face of Joe Camel!=20

Now choose an op/ed in your daily newspaper and see if you can=20 deconstruct it along these lines. If you find it a useful exercise, = share=20 it with your KIDS COUNT colleagues on the list serv!=20

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