Lecture on framing delivered in PR Research & Strategies class at Florida A&M University

1. Dr. LaRae M. Donnellan, APR, CPRC Professor & PR Sequence Coordinator School of Journalism & Graphic Communication Florida A&M University (February 2011) Understanding Framing

2. What is Framing? The media not only tell us WHAT to think about but also HOW to think about it.

3. Science of the Mind 98% of our thinking is unconscious Unconscious thought = reflexive (automatic, uncontrolled) Consciousthought = reflective(on purpose) Therefore, your brain makes decisions for you that you are not consciously aware of. (http://www.wellsphere.com/wellpage/causes-of-yawning)

4. So What? Not aware of unethical appeals to our subconscious Moral & political thought not arbitrary Unconscious connects us to each other & to the physical world Lakoff: Democracy in mortal danger (http://etori.tripod.com/dajjalsystem/dnn.html)

5. 18th Century View of Reason Reason is conscious, universal, unemotional, value-neutral, interest-based. Appeal to reason; facts are enough. Then people will act politically to maximize their self-interests. Adam Smith (http://www.newstatesman.com/ideas/2010/04/smith-market-essay-sentiments)

6. Are Facts Enough? 47 million people are without health care. Top 1% receive tax breaks. There were no WMD in Iraq. The ice caps are melting. (http://ocw.nd.edu/center-for-social-concerns/changing-the-face-of-american-healthcare/images/no-health-care/view)

7. New Enlightenment Ideas Don’t abandon reason. But understand we’re using “real reason” – (unconscious; incorporates emotion; structured by frames, metaphors, images & symbols). Language has power. (http://minoritymilitant.blogspot.com/2008_07_01_archive.html)

8. Power of Storytelling “Essence of human thought & communication” “Provides context, a framework within which all the fragments have meaning” Notion of “mother” requires “child” Notion of “earth” replies “sky” “I went to the mall and …” (James Hoggan, “Do the Right Thing”) (http://futuresound.tv/en/style-news?start=2820)

9. ClotaireRapaille’s “Word Codes” “Everything has ‘code’ embedded in the brain.” “If you crack the code, you are one giant step closer to connecting with your customers.” Archetype = story template Three brains Reptilian: instinct, survival (most powerful) Limbic: emotions (early years) Cortex: logic (age 7) Code for Hummers? Custom Pink Hummer H2 - Fun-Time Barbie (James Hoggan, “Do the Right Thing”) (http://www.truckinweb.com/brandpages/hummer/0508tr_custom_pink_hummer_h2/photo_03.html)

10. Echo Chamber “If we hear the same language over and over, we will think more and more in terms of the frames and metaphors activated by that language. And it doesn’t matter if you are negating words or questioning them; the same frames and metaphorswill be activated and hence strengthened.” (George Lakoff, “The Political Mind”)

11. “Nation as Family” Frame Sending our sons & daughters to war Founding Fathers Uncle Sam Daughters of the American Revolution (http://spicyipindia.blogspot.com/2010/12/uncle-sams-missive-to-mother-india-fair.html)

12. “Strict Father” Frame Assumes world is dangerous & difficult. Need strict father to protect us, teach us right from wrong by punishment. Hierarchy: God above man, man above nature, adults above children, America above other countries, and Western culture above non-Western culture. Morality & power go together. Natural resources = for human use. Facts about species destruction won’t overwhelm the frame. (http://blog.oregonlive.com/themombeat/2009/02/are_you_a_strict_parent.html)

13. “Nurturing Parent” Frame Assume world can be made better. Both parents nurture children through empathy & responsibility. Parents protect children, who are born good & can be better. Cooperation, two-way communication, fulfillment, happiness, fairness valued. Results in consumer protection, worker protection, environmental protection (http://www.onlib.org/web/kids_teens/kids/events/ecrr/central_read.htm)

14. Framing: Owls vs. People Strict father frame: Owls are cute, but jobs for people are more important. Nurturing parent frame: All species are sacred. “It would be immoral to destroy anything this remarkable and glorious." NOT just science/facts/economics. We must protect the sacred forests. (http://www.shawcreekbirdsupply.com/barn_owl_info.htm)

15. Framing: Bush Administration Frank Luntz says conservatives are losing the battle over global warming science. Use terms environmentalists like, such as “healthy,” “clean,” “safe.” George Lakoff says conservatives “use Orwellian language when their positions are weak.” Anti-environmental legislation: “Healthy Forests” (“No Tree Left Behind”) “Clear Skies” (Reduces caps on toxins) (http://crooksandliars.com/susie-madrak/tsk-tsk-frank-luntz-says-using-poll-d)

16. 2010 EPA Air Quality Rules Environmental Protection Agency “... nation’s most important air quality standards are clearly grounded in science, protect public health with an adequate margin of safety and protect the environment." American Petroleum Institute “... unnecessary energy cost increases, job losses and less domestic oil and natural gas development and energy security.” mm (http://beautiful-views.com/air-polltion.html)

17. Framing: “Global Warming” “Warming” is nice “Climate change” = attempt to be scientific & neutral “Climate crisis” = more effective Other options: “Climate collapse” “Carbon dioxide strangulation” “Suffocation of the earth” Hard to change common vocabulary once it’s in place. (http://healthtrain.blogspot.com/2008_09_01_archive.html)

18. Framing: Sierra Club Campaign "End Commercial Logging" campaign in the Arctic Refuge Arguing “against” something is a disaster. (Don’t think of an elephant.) Logging = masculine; assumption logs are going into your home, not overseas. Morphed into "Forest Protection and Restoration" campaign (http://agreenliving.org/tag/province/)

19. Framing: “Chicken Little” Environmental group messages “The sky is falling!” “It’s your fault!” “You must lower your standard of living!” This type of message attracts only true believers. (Susan Nall Bales, FrameWorks Institute) (http://www.salem-news.com/articles/february052009/leveque_phelps_2-5-09.php)

20. Framing: “The Little Engine That Could” Messages “Good old American technology can solve environmental problems.” “Citizens can hold government and business accountable if they have the political will to do so.” More acceptable to more people (Susan Nall Bales, FrameWorks Institute) (http://irenekimmakeup.blogspot.com/2011/01/beauty-resolutions-for-2011.html)

21. Survey Says … Climate change a “very serious threat” for: Plants & animals: 52% People in other countries: 40% People elsewhere in U.S.: 30% You & your family: 19% Your community: 18% (Leiserowitz, July 2007 study of U.S. residents) (http://drgreensblog.blogspot.com/2010/06/global-warming.html)

22. Solution: Localize Frame climate change with local examples Droughts in the Southwest U.S. (not Africa) Effect of sea level rise on New York subways (notBangladesh) Be careful Climate change is increasing the odds of an extreme weather event. Climate scientists may not yet want to say that climate change is causing such events. (http://abcnews.go.com/US/popup?id=7540570)

23. Now vs. Future Frame NOW: Immediate threats seen as more relevant & of greater urgency. People discount environmental & financial consequences of climate change with each year the consequences are delayed. FUTURE: “Climate change is a threat to our children’s future.” “Climate change will cost us big money in the future.” (http://nottscience.wordpress.com/2010/05/30/human-factors-in-rail-and-road/)

24. Gain vs. Loss Frame People tend to avoid losses rather than seek gains. Lose $100 vs. win $100 Combine “gain vs. loss” frame with “now vs. future” frame. Energy-saving appliances = Help homeowners avoid losing money on higher energy bills in the future instead of helping them save money in the future. Focus on losing less now instead of losing more in the future. (http://www.crunchgear.com/tag/prius/)

25. National Security Frame 2007: UN Security Council put climate change on agenda Catalyst for conflicts around the world Threats Reduction of global food supplies Large migrations of people Increased risks of infectious disease Increased fighting over water & land (http://jerrygarrett.wordpress.com/2010/10/21/ethanol-fans-ready-for-another-food-fight/)

26. Encourage Group Participation Solicit participation by all stakeholders. Use group discussion to generate solutions. If people feel they are part of the decision-making process, they are more likely to support outcome. Use clear, easy-to-understand information. (http://www.equip123.net/webarticles/anmviewer.asp?a=612)

27. Optimize the Default Option Human tendency to stick with option that is automatically selected rather than choosing an alternative. Rutgers University Made double-sided printing the default in all campus computer labs. Saved about 7.4 million sheets of paper in first semester. Saved about 620 trees/semester; 1,280 trees/academic year. Option to conserve is now easier. (http://library.tauranga.govt.nz/what-can-i-find/ information-services/tabid/147/qid/1322/ tctl/697_ViewQuestion/Default.aspx) (Columbia University Center for Research on Environmental Decisions)

28. (Columbia University Center for Research on Environmental Decisions)