Universe of reference Re-framing

1. Framing Application
Immigration
The representation of inmigration in Spanish media*
Who? 49% men; 9% women
How many? 47% group pictures
Where? 23% street; 6% pateras
How? 12% handcuffed
*Muñiz, C.; Igartua, J.J. y Otero, J.A. (2006). “Imágenes de la inmigración a través de la prensa. Un
análisis de contenido”. Comunicación y Sociedad. Vol. XIX (1):103-128.

2. Framing Application
Structural Metaphors. Immigration
Two Metaphors to Make Sense of Immigration
Immigration = Natural DisasterImmigration = Disease

3. Framing Application
Structural Metaphors. Immigration = Natural Disaster

4. Framing Application
Structural Metaphors. Immigration = Natural Disaster
Avalancha de inmigrantes en Valencia para llevarse gratis a casa
más de 500 kilos de pescado (Alertadigital.com, 26/03/2011)
La avalancha de inmigrantes obliga a sanidad a gastar 300.000
euros en traducción sólo en Madrid (Mundodigital.com, 01/07/2009)
Prosigue la oleada de pateras a la península (Europapress, 03/10/2010)
Prosigue el aluvión de 'sin papeles' sobre Canarias (Diario de Cádiz,
01/04/2011)
Nueva oleada de inmigrantes en 2015 (La Razón, 31/03/2011)
Una marea de inmigrantes desborda los centros de acogida de
Canarias (Diario de Córdoba, 01/04/2011)

5. Framing Application
Structural Metaphors. Immigration = Disease
From “Diseases sent by God” to “Diseases sent by foreign countries”

6. Framing Application
Structural Metaphors. Immigration = Disease
In Hitler's opinion the world is an ill body
causes
THE JEWS
illness
RACIAL TUBERCULOSIS OF THE NATIONS
therapy
GENOCIDE

7. Framing Application
Structural Metaphors. Immigration = Disease
COUNTRY OR CITY NAME THE SYPHILIS WAS KNOWN AS
(Around 1500 AD)
ITALY Morbus Gallicus, French disease
ENGLAND Frenx pox
FRANCE Morbus Germanicus
FLORENCE Naples sickness
JAPAN Chinese disease
EUROPE AS A WHOLE New World disease
AIDS and Its Metaphors (1989). Susan Sontag:
“there is a link between imagining disease and imagining foreignness. It lies perhaps
in the very concept of wrong, which is archaically identical with the non-us, the alien”

8. Framing Application
Structural Metaphors. Immigration = Disease
AIDS origin as told by the USA: tropical disease

9. Framing Application
Structural Metaphors. Immigration = Disease
AIDS origin as told by Africa: CIA virus (sponsored by KGB)

10. Framing Application
Structural Metaphors. Immigration = Disease
Emigration 19.000.000 links on Google
Immigration 259.000.000 links on Google
Is every immigrant an emigrant?

11. Framing Application
Structural Metaphors. Virginity = Gift
“Women's virginity is 'a precious gift' that should not
be given away lightly” says Tony Abbott (Herald Sun,
26/01/2010)
VIRGINITY = valuable object
Virginity IS AN OBJECT something, so we frame it in terms of a LOSS
“I lost my virginity” “a precious gift” “not to be given away”
Instead of,
VIRGINITY = lack of experience
Virginity IS NOTHING so we frame it in terms of NOT-DOING

13. Framing Application
Re-framing. Oslo and how to reflect democratic values

14. Framing Application
Re-framing. The contest for the best car, reframed

15. Framing Application
Re-framing. The contest for the best car, reframed

16. Madrid 2016 Olympic bid
Albert II, Prince of Monaco:
“London will host the 2012 Olympic Games in Europe. Shouldn't we allow a continent rotation?”

17. Madrid 2016 Olympic bid
Gallardón, Mayor of Madrid:
“Hemos tenido unos fantásticos Juegos Olímpicos en China, unos Juegos asiáticos;
los próximos serán en Londres, serán anglosajones; y en 2016 tocan unos Juegos latinos.
La rotación del siglo XXI no puede ser geográfica, sino cultural”

18. Framing Application
Re-framing. What is the meaning of the veil?
What did it mean hundreds of years ago to wear a ring, a necklace, una
esclava, a bracelet, an ankle bracelet or an earring?

19. Framing Application
Re-framing. What is the meaning of the veil?
We know the veil (as rings, necklaces, etc.) was/is a symbol of power of
men over women. We did not ban veils, we re-framed them.

20. Framing Application
Re-framing. Cheap High-End or Luxury Low-End
20€ Mariscada
20€ Burger

21. Framing Application
Re-framing. A persuasive frame for a 28 year-old university teacher?
Frame to reject
Experience
Professional Skills
Long career
I could fight within
this frame by...
Wearing briefcase,
glasses, suit, tie
Speak ostentatiously
Inexperienced
Young
Old, antique
Not aware of the
changing world
Theorist, not
practical
Passion, Illusion
Approachable, warm
Easy to communicate with
Modern, state-of-the-art
Digital Native
Frame to promote
McDonald's

22. Framing Application
Re-framing. The Gift as a persuasive discourse
Kid's point of view Mum's point of view

23. Framing Application
Re-framing. The Gift as a persuasive discourse
Kate and Anna are best friends
Kate's mother, who is currently unemployed, wonders:
What should I get Anna for her 14th
birthday?

24. Framing Application
Re-framing. The Gift as a persuasive discourse
0€
5€
10€
20€
50€
100€
Hand-made, home-made
Books, cds, socks...
Try again
Tickets for a concert, clothes...
Shoes, smartbox...
Electronic device...
Marketing Communication Objectives:
“I don't wanna look stingy but I'm on a tight budget.
Besides, I don't even like Anna, she's such a bad
influence for Kate. I need to buy the most expensive
looking gift with the lowest price”
Kate's mother's
thinking

25. Framing Application
Re-framing. The Gift as a persuasive discourse
Kate's mother's
thinking
500€ iphone 400€ iphone
(but still an
iphone)
200€ iphone
(but still an
iphone)
200€ galaxy (not an
iphone anymore)
100€ galaxy (but still
a galaxy)
100€ nokia (not a
galaxy anymore)
60€ nokia (but still a
nokia)
60€ book (but still a
book)
20€ book
200€+ 100€+ 60€+
200€+ 100€+ 60€+

26. Framing Application
Re-framing. The Gift as a persuasive discourse
0€
5€
10€
20€
50€
100€
Kate's mother's
thinking
Hand-made, home-made
Books, cds, socks...
Try again
Shoes, smartbox...
Electronic device...
...but what about
doing just
the opposite?
Papabbuble

27. When a new product comes out, what happens to the
old one?
Framing Application
Re-naming. Classic and Original instead of old

28. Framing Application
Universe of Reference. Two ways of conceptualizing dreams

29. Goal-dream frame
Sleeping-dream frame
realist non-realist
realist surrealist
Framing Application
Universe of Reference. Two ways of conceptualizing dreams

30. Framing Application
Universe of Reference. The American dream

31. Framing Application
Universe of Reference. The lottery
CHRISTMAS LOTTERY:
● Tradition
● Passive behavior: fortune
● Solidarity, family, compassion, sharing
● Fear of being left behind (75% of Spaniards play the lotto)
Euromillón, weekly games...
● Fun, adventure, joy of playing
● Active behavior, knowledge
● Becoming a millionaire
● Desire of playing

32. California UK
Spain (not Christmas)Spain (Christmas)

33. Framing Application
Issue Frames. Referendum
Who's got the lead in a referendum consultation?
The one who makes the question
Why?
1. He constructs the frame via the question
2. He always represents the “yes” answer

34. Framing Application
Animals and meat

35. Framing Application
Animals and meat

36. Framing Application
Animals become meat
How do we approach to dead animals?
Pig Pork Cow Beef Sheep Lamb Pez Pescado Gallina Pollo

37. Framing Application
Salad?

38. Framing Application
Presumption of innocence
Weapons of mass destruction in Iraq
Francisco Camp's trial

39. Framing Application
Bottled water: countable and uncountable
The Hour (BBC, 2011)

40. Framing Application
Bottled water
The Story of Bottled Water (2010):
La venta de refrescos toca techo y nos
preguntamos:¿Qué más podemos vender?
Algo que ya tienen gratis
Estrategia:
a) meternos miedo
b) seducirnos
c) darnos información engañosa
Who Needs it (2008, Panorama, BBC):
- No hay distinción de sabor para los
catadores
- No hay distinción para la salud