Framing is the way that information we use in making a decision is presented, worded, formulated, described, called, categorized, or pictured. Perhaps nowhere has the art and science of framing become more evident (and more obnoxious) than in politics.
You’re being snookered, sistah.
Political campaigns hire legions of image makers to help frame the issues and sway public opinion (see: Attention sheeple!). These “spin doctors” shape their message by casting information as positive or negative, subtly rephrasing terms, and engaging in creative storytelling (usually at the 6th grade level). For example, citizens’ opinions about a Ku Klux Klan rally may depend on whether elites frame the event as a free-speech issue or a public safety issue. But framing goes beyond merely shaping perceptions; it can also be a tool to set agendas, control discussion, and limit debate.
Peas in a pod.
Both major political parties utilize weasel words so extensively that framing has become a new political buzzword. In a private memo (widely reported by Democrats) titled “The 14 Words Never to Use,” political consultant Frank Luntz advised conservatives to restrict themselves to phrases from what he calls the New American Lexicon. In Luntz’s view, a smart politician never advocates “drilling for oil”—he prefers “exploring for energy.” He should not criticize “the government,” which cleans our streets and pays our firemen; instead, he should attack “Washington,” with its ceaseless thirst for taxes and regulations.
Of course, liberals give as good as they get. Red meat comes from cognitive linguist George Lakoff, who describes what he calls “deep frames” that underlie our political understanding of the world. Liberals should avoid using the phrase “tax relief,” for example, because it suggests that taxes are an affliction. Our involvement in the Gulf War was “spun” by metaphors such as the “war on terror,” which indicates that America only fights good wars, he says. A reason cited for The Association of Trial Lawyers of America renaming itself The American Association of Justice was the negative political connotations of the words “trial lawyers” and the positive connotations associated with the word “justice.”
Got mute?
Ever wonder why those inane political ads are repeated again and again? Repetition is one of the easiest and most widespread methods of persuasion. In what psychologists call the illusion of truth effect, familiar things require less effort to process; that feeling of ease unconsciously signals truth. Conversely, if something is hard to think about, people tend to believe it less, surprisingly even if they know better (Fazio, et al., 2015). Savvy politicians know this and your inattention to how they frame an issue is exactly what they are counting on (framing trap*). Welcome to 6th grade, boys and girls.
Framing an issue reflects intent on the part of the political message creators—they decide what to include, what to leave out, and what to emphasize. While spin doctoring is not universal among politicos, it’s definitely part of the job description. To avoid being a marionette:
- Resist the tendency to blindly accept information without questioning judgments and motives.
- Think about the context—maturity is the ability not to see the world as absolutes, but shades of gray.
- Watch what they do, not what they say.
- Vote like your future depends on it.
How do you know when politicians are lying? Their lips are moving.
~ Anonymous
* Questionable beliefs can “trap” our better judgment, leading to poor decisions and unintended consequences. In the framing trap, we often underappreciate how significantly others shape our opinions and desires. Learn more about this, and other traps, in the Young Person’s Guide to Wisdom, Power, and Life Success.
Image credit: “Woman wearing eyeglasses” by Kurhan, licensed from 123rf.com (2016).
