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Framing 101

Framing 101. Presented by DFA Tampa. Intro / History. Statement of Purpose – why do we care about framing? What can we do with it? Home/friends discussions, workplace soundbites, media monitoring, media letters/calls, candidates/debates. What We’ll be Doing Here. Introduction to framing

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Framing 101

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  1. Framing 101 Presented by DFA Tampa

  2. Intro / History • Statement of Purpose – why do we care about framing? • What can we do with it? • Home/friends discussions, workplace soundbites, media monitoring, media letters/calls, candidates/debates Framing 101 - DFA Tampa

  3. What We’ll be Doing Here • Introduction to framing • Video on framing concepts and examples • More examples of frames • Differences between progressives and Republicans • Exercise: Reframing an issue • Myths, Swing Voters, Values Framing 101 - DFA Tampa

  4. Framing Concepts and History • A frame is an idea, a concept, an image or a feeling that is automatically evoked in us through language. • This concept of framing and reframing may seem easy at first glance, but it’s more difficultthan it looks. Like any skill, it’s feels foreign at first. • Frames are powerful and can override rational, critical thinking Framing 101 - DFA Tampa

  5. From the Professionals: • Now let's watch a video to learn more about the importance of frames • View How Democrats and Progressives Can Win: Solutions from George Lakoff • Jot down your responses, your questions, and what really sticks out as being important for you. Framing 101 - DFA Tampa

  6. More Examples of Frames • Nixon as a “crook” • W’s “Personal Accounts” • “Tax Relief” • Others Framing 101 - DFA Tampa

  7. GOP vs. Progressive Frames • Key differences between Right-wing followers and progressives • Family model • Nurturing parent vs. strict father • Gender roles • World view Framing 101 - DFA Tampa

  8. Practice Exercises • Reframing the arguments • Framing our values • Frames to stay away from • Reframing GOP frames • Clear Skies Initiative = Dirty Skies Initiative • Personal Retirement Acct = Private Risk Acct • Death Tax = Birth Tax • Compassion Deficit • Cutthroat Conservatives Framing 101 - DFA Tampa

  9. Reframing Example 1 • See how the GOP media machine frames an issue. • How can we reframe it to make sense? Framing 101 - DFA Tampa

  10. Reframing Example 2 • See how the GOP media machine frames another issue. • Let’s reframe it to make sense. Framing 101 - DFA Tampa

  11. Exercise:  Social Security “Reform” • In your handout:  Social Security Reform laid out in GOP language:  How would you reframe this? • Break into teams of 2-4 people. Write your re-framed discussion of Social Security into your handout. • Be prepared to share! Framing 101 - DFA Tampa

  12. Progressive Myths • Relying on the truth • Following your own best interests • Remember the “strict father” model Framing 101 - DFA Tampa

  13. Swing Voters • People who use strict father and nurturing parent models • May use one at home and one in the workplace • GOP reaches through Orwellian language Framing 101 - DFA Tampa

  14. Progressive Values • Explanation and exploration of progressive values and principals • Progressive policies • Right-wing values Framing 101 - DFA Tampa

  15. Integrating Values and Issues • Strategic initiatives • Slippery slope initiatives • Ten-word philosophy • Progressive values listed Framing 101 - DFA Tampa

  16. Getting Started with Framing • Simple steps • Hot tips • Stick with your frame • Don’t take the bait! • Stand up and fight Framing 101 - DFA Tampa

  17. Sources • Don’t Think of an Elephant – George Lakoff • How Democrats and Progressives can Win (DVD) – George Lakoff • Framing 101 Guide – Laura Hensley Framing 101 - DFA Tampa

  18. Online and Other Resources Interactive Framing Blogs: • http://democracyforamerica.com/framing or DemSpeak • dailykos.com • frameshopisopen.com • americablog.org Websites: • Polianna.com • rockridgeinstitute.org – under Lakoff see “how to respond” Framing 101 - DFA Tampa

  19. Key GOP Framing Resources • Frank Luntz (GOP’sr George Lakoff) Republican Playbook - dailykos.com/story/2005/3/2/133127/1815 • Frontline video link about Luntz, Market Research and Framing (go to the 5th link down on the page): pbs.org/wgbh/pages/frontline/shows/persuaders/view/ • Newt Gingrich’s 1996 GOPAC Memo: informationclearinghouse.info/article4443.htm Framing 101 - DFA Tampa

  20. Bonus Framing Exercise • GOP Frame: “Your money belongs to you, not to the government” • How to shift to a new frame? Framing 101 - DFA Tampa

  21. Bonus Framing Exercise • GOP Frame: “Your money belongs to you, not to the government” • One possible reframing: “Taxation is a shared responsibility. Every time Enron and Halliburton pay less, the rest of us pay more.” Framing 101 - DFA Tampa

  22. Bonus Framing Exercise 2 • GOP Frame: “We don’t need government bureaucrats making our healthcare decisions” • How to shift to a new frame? Framing 101 - DFA Tampa

  23. Bonus Framing Exercise 2 • GOP Frame: “We don’t need government bureaucrats making our healthcare decisions” • One possible reframing: “Doctors can manage our health better than insurance company CEO’s”. Framing 101 - DFA Tampa

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