Linguistic Framing

1. Progressive Leaders Institute
Training Tomorrow's Leaders Today
Framing for Fun and Progress
Taking It to the Next Level
www.progleaders.org Copyright 2005, Liane Allen 1

2. Progressive Leaders Institute
Training Tomorrow's Leaders Today
What Framing Isn't
• Slogans or taglines
• Pithy come-backs
• Positive or negative statements
• Spin
www.progleaders.org Copyright 2005, Liane Allen 2

3. Progressive Leaders Institute
Training Tomorrow's Leaders Today
Spin vs Framing
• Spin is spraying perfume
on a skunk
• Framing is using language to help people understand
why they should care. Framing can be proactive, while
spin is always reactive.
www.progleaders.org Copyright 2005, Liane Allen 3

4. Progressive Leaders Institute
Training Tomorrow's Leaders Today
Watch Out For These
• Negation • Logic instead of values
(It's not…, I'm against…) ("There are no WMDs" vs "We're
unjustly killing innocents")
• The opposing frame
("tax relief" vs "effective use of • Personalizing the target
resources") ("President Bush" vs "This
Administration")
• Numbers instead of
images
("$5 trillion" vs "Our children's future")
www.progleaders.org Copyright 2005, Liane Allen 4

5. Progressive Leaders Institute
Training Tomorrow's Leaders Today
Watch Out: Opposing Frame
• Using Their Words Reinforces Their Argument
– "The social security crisis is not as bad as it
sounds" implies there is a crisis, reinforcing
and legitimizing the concept.
• Create and Use Your Own Frame
– Example: "Social security is a guaranteed
insurance policy, protecting our elders from
a diet of cat food."
www.progleaders.org Copyright 2005, Liane Allen 5

6. Progressive Leaders Institute
Training Tomorrow's Leaders Today
Watch Out: Negation
• Reinforces the Frame
– Your mind pictures it even if you say it's not there.
• The Mind Translates What You Say
– "I'm against tax relief" translates to "I'm against relief"
• Why Orwellian Language Works
– Appeals to commonly held values.
– Tricks opponents into saying they're against "a good thing."
• Work around it: Use the human impact, not the label.
– Try: "Feed our children mercury act" instead of "Clear skies
act." "Abuse a Patriot act" instead of "Patriot act."
www.progleaders.org Copyright 2005, Liane Allen 6

7. Progressive Leaders Institute
Training Tomorrow's Leaders Today
Watch Out: Numbers
• Hard to picture
– What does 5 trillion look like?
• Hard to Empathize
– No one ever gave their heart to a number
• Hook them FIRST
– Numbers are the backup data
www.progleaders.org Copyright 2005, Liane Allen 7

8. Progressive Leaders Institute
Training Tomorrow's Leaders Today
Watch Out: Logic Instead of Values
• You can't empathize with logic
– Doesn't say why they should care:
"There are No WMDs!"
– Does say why they should care:
"Innocent children are dying in an unjust
war."
• Logic is a supporting player, not the star.
www.progleaders.org Copyright 2005, Liane Allen 8

9. Progressive Leaders Institute
Training Tomorrow's Leaders Today
Watch Out: Personalizing the Target
• Seems Like an Inter-personal Dispute
– "So-and-so is…" translates to "I don't like him"
• Creates Empathy
– If people can picture him/her/it, they can
empathize.
• Takes Focus Off the Issue
– Personal dispute takes precedence over your
point.
• Use a Generic
– "The administration," "This crew," "The President,"9
www.progleaders.org Copyright 2005, Liane Allen
etc.

10. Progressive Leaders Institute
Training Tomorrow's Leaders Today
Values Statements
Positive: Negative:
• Strong • Responsible • Weak • Irresponsible
• Secure • Just • Insecure • Unjust
• Honest • Community • Dishonest • Self-centered
• Trustworthy • Sensible • Untrustworthy • Unacceptable
• Kind • Etc… • Cruel • Etc…
• Caring • Indifferent
• Supportive • Controlling
• Fair • Unfair
www.progleaders.org Copyright 2005, Liane Allen 10

11. Progressive Leaders Institute
Training Tomorrow's Leaders Today
Paint the Values Picture
Nothing hovers in space, think of the picture:
1. Use values-based words. (reliable)
2. Use words that support the picture. (road)
3. Skip words that work against the picture. (killer whale)
www.progleaders.org Copyright 2005, Liane Allen 11

12. Progressive Leaders Institute
Training Tomorrow's Leaders Today
Big Middle Ground
• You Don't Need to be Nurturant to Understand "The Cosby
Show"
• You Don't Need to be Strict to Understand "Rambo"
Strict Nurturant
Both
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13. Progressive Leaders Institute
Training Tomorrow's Leaders Today
Consistency
Consistency:
• Is NOT simply using the same words over and over
• IS painting the same picture over and over
You can be "on message" without using the same words,
as long as you consistently paint the same values
picture.
www.progleaders.org Copyright 2005, Liane Allen 13

14. Progressive Leaders Institute
Training Tomorrow's Leaders Today
Share
Got a frame that works? Go viral!
– Talk to friends, relatives, coworkers, and
people in town
– Send email (don't SPAM!)
– Write Letters to editor, legislators
– Blog it!
– Discuss it in group meetings
www.progleaders.org Copyright 2005, Liane Allen 14

15. Progressive Leaders Institute
Training Tomorrow's Leaders Today
Wrap Up
• Framing is an Important Tool
It gets people to understand why they should care.
• Paint a Picture
Values-based sensory metaphors are like tacky paint: sticky.
• Avoid:
Negation, their frame, valueless numbers/logic, personalizing
• There’s a Big Middle Ground
They understand the Cosby Show, we understand Rambo.
• Spread the Word!
www.progleaders.org Copyright 2005, Liane Allen 15