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June 26th, 2008 at 1:18am
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Simple Framing — Rockridge Institute
This is just a sample of the content found on this website. Please visit the website to read the entire page. " Advanced Search… Skip to content. Skip to navigation Sections Home About Us Archive Books Rockridge Nation Thinking Points What's Next You are here: Home → Projects → Strategic Framing → Simple Framing Simple Framing by George Lakoff An introduction to framing and its uses in politics. Last modified Tuesday, February 14, 2006 01:04 PM Carry out the following directive: Don't think of an elephant! It is, of course, a directive that cannot be carried out — and that is the point. In order to purposefully not think of an elephant, you have to think of an elephant. There are four morals. Moral 1. Every word evokes a frame. A frame is a conceptual structure used in thinking. The word elephant evokes a frame with an image of an elephant and certain knowledge: an elephant is a large animal (a mammal) with large floppy ears, a trunk that functions like both a nose and a hand, large stump-like legs, and so on. Moral 2: Words defined within a frame evoke the frame. The word trunk , as in the sentence "Sam picked up the peanut with his trunk," evokes the Elephant frame and suggests that "Sam" is the name of an elephant. Moral 3: Negating a frame evokes the frame. Moral 4: Evoking a frame reinforces that frame. Every frame is realized in the brain by neural circuitry. Every time a neural circuit is activated, it is strengthened. Conservatives Know about Framing On the day that George W. Bush took office, the words tax relief started appearing in White House communiqués to the press and in official speeches and reports by conservatives. Let us look in detail at the framing evoked by this term. The word relief evokes a frame in which there is a blameless Afflicted Person who we identify with and who has some Affliction, some pain or harm that is imposed by some external Cause-of-pain. Relief is the taking away of the pain or harm, and it is brought about by some Reliever-of-pain. The Relief frame is an instance of a more general Rescue scenario, in wh" .... read entire page
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