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Why are frames important to politics? Example of framing: universal health care (UHC) How not to talk about UHC How to talk about UHCL 700 700What is a frame?A frame is a conceptual structure used in thinking. Psychology equivalent: You can think of it as a  schema Neuroscience equivalent: You can think of it a neural circuit (connected group of neurons and synapses) Z(The  elephant frame  Frames can be changed (reframed)If a new species of pink elephants evolved and grey ones went extinct&  Frames can be changed (reframed)tOr, if the phrase  pink elephants became wildly popular &  DFraming and politics:  tax relief `Taxes have never been popular, but they were not always seen as an affliction as they are today. Tax opponents used the phrase  tax relief to reframe taxes as an affliction.<C PPW PP >How  tax relief reframes taxesRelief implies burden or affliction Person who relieves burden hero. The  hero frame is activated people want to support hero. Person who supports burden villain. The  villain frame is activated people want to oppose villain.,Z `Other  reframing of taxes over past few decades11(Taxes are anti-American; they decrease the number of jobs and hurt the economy. Taxes are just a way for the government to take your money and waste it on inefficient social programs. : Tax frame: before and after   Facts vs. Frame A person s frame determines what truths a person is likely to accept George Lakoff:  If the truth doesn t fit the existing frame, the frame will stay in place and the truth will dissipate. The truth does NOT set you free -- the truth matters most if it fits the frame.$ZPPPN Messaging vs. reframingvMessaging is simply about coming up with a clever phrase  it s advertising/marketing. Reframing is deeper  it is about changing our relationship to the world and how we think about it. 3How to use framing to generate support for an issue44(&It s not about finding a clever message& & but rather making sure that the message you use associates positive values with the frame of your issue.J%6Lakoff s levels of analysisLevel 1: Universal values, like equity, justice, fairness, prosperity, etc. Level 2: Issue types: environmental issues, human rights issues, moral issues, etc. Level 3: Specific issues: housing, education, health care, etc.BZ B K 7L)M(CFraming universal health care: an illustration of how framing worksDD(VPeople s FRAME about health care flies in the face of facts all the time. Many people will believe anything they hear about waiting lists in Canada& & and doubt evidence about the superiority of Canada s system on health outcomes Of course, this is also true of supporters of a Canada-style system! PJEJ EFrames that work against UHCThe government can t do anything right Free market is more efficient Individual responsibility (ownership society) Anti-freeloading/anti-welfare Just desserts American exceptionalism Tax afflictionHow NOT to talk about UHC, #1 Cover the uninsured  There are 45 million uninsured Americans, which is 1 out of every 7 people in this country. 18,000 people die per year because they lack insurance, and millions more suffer from poor health. This needless suffering by the uninsured is unacceptable in a country as rich as ours. It is time for us to join the rest of the industrialized world and cover the uninsured. *ZPPs^How  Cover the uninsured affects the UHC frame00( FA better approach:  Cover everyone $$( Health care costs are skyrocketing out of control, placing all of us at risk for losing health insurance through no fault of our own. In today s rapidly changing economy, job turnover is at an all-time high, which means that all of us are just one pink slip away from being uninsured and risking financial catastrophe. It is our shared responsibility to ensure that every American can have the security from health care costs that they need in order to take care of themselves and their family. PrUHC frame with  Cover everyone vs.  cover the uninsured ::( 'This is not just a matter of semantics!(((If you continually say  cover the uninsured when you talk about UHC, you are going to help reframe it as a welfare issue, which is BAD Once something has been framed a certain way, it s HARD to reframe it.0PPHHow not to talk about UHC #2 Country X s system is better than ours Opposing frame: American exceptionalism Better approach:  We live in the wealthiest country on earth. Almost every major developed country provides health insurance for all of its people. No one in an advanced country like ours should have to worry about whether they can afford health care for themselves and for their families. j)ZZ:ZZ(PP:C'How not to talk about UHC, #3LOodles and oodles of statistics Statistics, while important, are much less powerful at activating frames than direct appeals to values Stats don t  speak to people 0"g"#How to talk about UHC #1The concepts  A rapidly changing economy means anyone can lose insurance and  what if you didn t have health insurance are related to the frame  security & So we must argue that universal health care will provide security!Z$ How to talk about UHC #2|The concept  Illness can wipe families out is related to the frame of  family values. & so talking about UHC as a way to help people take care of their families makes UHC a family value! %!How to talk about UHC #3The concepts  It s cheaper in the long run to make sure people can access care and  preventive care for everyone means less disease are related to the frame of  efficiency & & so we should talk about universal health care as being economically efficient. 6Q+#Take-home points on framingThink about why your frame about an issue is the way it is  what values underlie it? Do the same thing for other people you re trying to convince In the short-term, look for opportunities to turn their values into support for your issue In the long-term, be careful about how you frame your issue  always ask yourself,  What frames am I activating with the way I m talking about my issue? &ZPP&"Summary and caveatsIn the end, framing is a powerful tool for achieving social change& But it s just a tool& & and it s not the only tool& & and the task is never just framing a single issue  other things (e.g. government) have to reframed as well.P/H,-./01234 5 6 7 :;=>?@ABCDEFGHINP Q!  ` ff3ff` JMMM3ff` @@ff3̙3` fMMM3f3f3` fff333` 3ffMMM` 33f3___>?" dP@,?nKd@`A `7@d`hU n?" dd@   @@``PT    @ ` `>p>> zr@  (  DT 0  "0  <; "0 20  <> " 20hB  s *D1"PD`D  6B  "*P`   T Click to edit Master title style! !$  0D  "P`p   RClick to edit Master text styles Second level Third level Fourth level Fifth level!     S  6J  "`P`   >*    6P  "`    @*    6U  "``   @* H  0޽h ? ff3ff80___PPT10.  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S \ 6X  _P    P*   \ 6  _    R*  H \ 0޽h ? 3380___PPT10.w@  0(  x  c $pY \   x  c $DZ 0 `     H  0޽h ? 33___PPT10i.rC+D=' = @B +$  P$(  r  S Υ *P`   r  S Υ P`p   H  0޽h ? ff3ff80___PPT10.-&   pP(  r  S ե *P`     S ֥ P`p<$D 0   H  0޽h ? ff3ff___PPT10.r*+YD' = @B Du' = @BA?%,( < +O%,( < +D4' =%(D' =%(D' =4@BBBB%(D' =1:Bvisible*o3>+#.<*4%(D4' =%(D' =%(D' =4@BBBB%(D' =1:Bvisible*o3>+#.<*5n%(D4' =%(D' =%(D' =4@BBBB%(D' =1:Bvisible*o3>+#.<*o%(+\    $(  $r $ S  *P`    $ <D   8Elephant F $ S  O  $ <  @ 6AnimalF $ S  s  $ <t ^@ T ~  4GreyF  $ S  /   $ <T @ : ` 3BigF  $ S  ?  $ <  p  ; Floppy ears  $ <   ,$@ 0 A frame is a story. The  elephant frame tells the story of a big, grey animal with floppy ears.,c PPNPPH $ 0޽h ?O$$$$$ $$ $ ff3ff"___PPT10.s`H+nD' = @B D' = @BA?%,( < +O%,( < +D' =%(Dh' =%(D' =4@BBBB%(D' =1:Bvisible*o3>+#.<*$>%(D' =4@BBBB%(D' =1:Bvisible*o3>+#.<*$>c%(+   ((  (r ( S $ *P`   r ( S  P`p    ( <@ p  8Elephant F ( S  O   ( <    6AnimalF ( S  s O  ( <  @ *  8PinkF  ( S  /   ( <  :  3BigF  ( S  ? #   ( < @ p `  ; Floppy ears H ( 0޽h ?O((((( (( ( ff3ff___PPT10i.sp+D=' = @B +  ,(  ,x , c $! *P`   x , c $" P`p    , <#    8Elephant F , S P O c  , <(    6AnimalF , S P s  , <, . @ T N  4GreyF  , S  / P   , <\0  : 0  3BigF  , S P ? s   , <3  p  ; Floppy ears F  , S 0 P  , <8  z  8PinkH , 0޽h ?_,,,,, ,, ,,, , ff3ff___PPT10i.sp+D=' = @B +  0P(  0r 0 S $G *P`    0 S  H P`p<$D 0   H 0 0޽h ? ff3ff___PPT10.t+YD~' = @B D9' = @BA?%,( < +O%,( < +D4' =%(D' =%(D' =4@BBBB%(D' =1:Bvisible*o3>+#.<*0a%(D4' =%(D' =%(D' =4@BBBB%(D' =1:Bvisible*o3>+#.<*0c%(+&   4P(  4r 4 S R *P`    4 S S P`p<$D 0   H 4 0޽h ? ff3ff___PPT10.tp+YD' = @B Du' = @BA?%,( < +O%,( < +D4' =%(D' =%(D' =4@BBBB%(D' =1:Bvisible*o3>+#.<*4&%(D4' =%(D' =%(D' =4@BBBB%(D' =1:Bvisible*o3>+#.<*4'%(D4' =%(D' =%(D' =4@BBBB%(D' =1:Bvisible*o3>+#.<*4%(+  <P(  <r < S c *P`    < S d P`p<$D 0   H < 0޽h ? ff3ff___PPT10.u@8+YD~' = @B D9' = @BA?%,( < +O%,( < +D4' =%(D' =%(D' =4@BBBB%(D' =1:Bvisible*o3>+#.<*<P%(D4' =%(D' =%(D' =4@BBBB%(D' =1:Bvisible*o3>+#.<*<Q%(+&     8 (  8r 8 S n *P`    8 <Tq _,$ 0 5Taxesz 8 S @P ,$@ 0 8 <u @ F ,$ 0 EInvestment In Americaz  8 S _@,$@ 0  8 <z  ,$ 0 4Dutyz  8 S @_c ,$@ 0  8 <x   ,$ 0 NEnables government to function  8 <0 0 0 ,$  0 5Taxesz 8 S ` ,$@  0 8 <  ,$  0 >Anti- Americanz 8 S 3,$@  0 8 < `:,$  0 : Affliction z 8 S  ,$@ 0 8 <%  P  ,$ 0 @Government wasteH 8 0޽h ?o88 88 88 88 88 ff3ff___PPT10b.u 7+չDv' = @B D1' = @BA?%,( < +O%,( < +D ' =%(DX ' =%(D' =A@BBBB0B%(D' =1:Bvisible*o3>+#.<*8%(D' =4@BBBB%(D' =1:Bvisible*o3>+#.<*8%(D' =A@BBBB0B%(D' =1:Bvisible*o3>+#.<*8%(D' =4@BBBB%(D' =1:Bvisible*o3>+#.<* 8%(D' =A@BBBB0B%(D' =1:Bvisible*o3>+#.<* 8%(D' =4@BBBB%(D' =1:Bvisible*o3>+#.<* 8%(D' =A@BBBB0B%(D' =1:Bvisible*o3>+#.<* 8%(D ' =%(DX ' =%(D' =A@BBBB0B%(D' =1:Bvisible*o3>+#.<* 8%(D' =4@BBBB%(D' =1:Bvisible*o3>+#.<*8%(D' =A@BBBB0B%(D' =1:Bvisible*o3>+#.<*8%(D' =4@BBBB%(D' =1:Bvisible*o3>+#.<*8%(D' =A@BBBB0B%(D' =1:Bvisible*o3>+#.<*8%(D' =4@BBBB%(D' =1:Bvisible*o3>+#.<*8%(D' =A@BBBB0B%(D' =1:Bvisible*o3>+#.<*8%(++0+8  ++0+8  ++0+ 8  ++0+ 8  ++0+ 8  ++0+8  ++0+8  ++0+8  +&    @P(  @r @ S L *P`    @ S H P`p<$D 0   H @ 0޽h ? ff3ff___PPT10.u{+YD' = @B Du' = @BA?%,( < +O%,( < +D4' =%(D' =%(D' =4@BBBB%(D' =1:Bvisible*o3>+#.<*@F%(D4' =%(D' =%(D' =4@BBBB%(D' =1:Bvisible*o3>+#.<*@G%(D4' =%(D' =%(D' =4@BBBB%(D' =1:Bvisible*o3>+#.<*@%(+   DP(  Dr D S  *P`    D S  P`p<$D 0   H D 0޽h ? ff3ff___PPT10.u@+YD~' = @B D9' = @BA?%,( < +O%,( < +D4' =%(D' =%(D' =4@BBBB%(D' =1:Bvisible*o3>+#.<*DW%(D4' =%(D' =%(D' =4@BBBB%(D' =1:Bvisible*o3>+#.<*DX%(+    HP(  Hr H S D *P`    H S  P`p<$D 0   H H 0޽h ? ff3ff___PPT10.v=+YD~' = @B D9' = @BA?%,( < +O%,( < +D4' =%(D' =%(D' =4@BBBB%(D' =1:Bvisible*o3>+#.<*H)%(D4' =%(D' =%(D' =4@BBBB%(D' =1:Bvisible*o3>+#.<*H*%(+&    pXP(  Xr X S  *P`    X S $ P`p<$D 0   H X 0޽h ? ff3ff___PPT10.+YD' = @B Du' = @BA?%,( < +O%,( < +D4' =%(D' =%(D' =4@BBBB%(D' =1:Bvisible*o3>+#.<*XL%(D4' =%(D' =%(D' =4@BBBB%(D' =1:Bvisible*o3>+#.<*XM%(D4' =%(D' =%(D' =4@BBBB%(D' =1:Bvisible*o3>+#.<*X%(+U.! ##,C#(    =+0t w #"---+P0t,$D 0  < ? 0tRJB___PPT9$ qObligation to the collective good, shared responsibility, unequal starting places need remedies, government helps4r " dqbB @`  < ?= tRJB___PPT9$ uSelf-discipline, Reward for work, self-determination, rugged individualism, personal responsibility, government hurts4v " dubB @`K   < ? 0RJB___PPT9$ }Liberal/Progressive8(" dbB @`D   <$ ?= RJB___PPT9$ v Conservative8 (" d bB @`V   <X) ?=+0RJB___PPT9$ Level 1: Values and Principles8(" dbB @`ZB  s *1 ?=+0+ZB  s *1 ?=t0tZB  s *1 ?=+=tZB  s *1 ?0+0tZB  s *1 ?=0ZB  s *1 ?=0ZB  s *1 ?  t PP0 | #"P0^,$D 0W . </ ?@ 0RJB___PPT9$ #Poverty, social welfare, inequality4$ " d#bB @`T - <4 ?P@ RJB___PPT9$  Moral behavior, taxes, education4! " d bB @`R + <|9 ?PP0RJB___PPT9$ Level 2: Issue Categories8(" dbB @`ZB / s *1 ?PP0PZB 0 s *1 ?P0ZB 1 s *1 ?PPPZB 2 s *1 ?0P0ZB 4 s *1 ?P0ZB : s *1 ?@ @ 5 P00  #"-P0J ,$D 0 E <? ?@ 0RJB___PPT9$ xChild care, universal access to health care, housing, educational assistance so people can take advantage of opportunity4y " dxbB @`* D <xE ?P@ RJB___PPT9$ \Tax cuts, business incentives to create opportunity, short term  boot strap help for individuals, medical savings accounts4| " d{bB @`W B <J ?P00RJB___PPT9$ Level 3: Programs and Policies8 (" dbB @`ZB F s *1 ?P000ZB G s *1 ?P0ZB H s *1 ?P0PZB I s *1 ?000ZB K s *1 ?P0ZB Q s *1 ?@ @   P 0   #"/- P02,$D 0[ \ <O ?@ 0 RJB___PPT9$ 'Welfare helps by giving people the basic necessities they need to be successful. It makes people independent by providing a helping hand. It encourages moral behavior of the society by sharing with those who are disadvantaged. It is a manifestation of our obligation to the collective good. 4( " d'bB @`_ [ <X ?P @ RJB___PPT9$ +Welfare hurts rather than helps by undermining the very attributes that people need to be successful (hard work, self-discipline etc). It makes people dependent rather than independent. It rewards immoral behavior by giving people something that they have not earned, thus worsening the problem. 4, " d+bB @`F Y <0_ ?P 0 RJB___PPT9$ xBasic Argument8(" dbB @`ZB ] s *1 ?P 0 ZB ^ s *1 ?P 0 ZB _ s *1 ?P P ZB ` s *1 ?0 0 ZB b s *1 ?P 0 ZB h s *1 ?@ @ H  0޽h ? ff3ffJ B ___PPT10" .0 +&D ' = @B D ' = @BA?%,( < +O%,( < +D4' =%(D' =%(D' =4@BBBB%(D' =1:Bvisible*o3>+#.<*w%(D4' =%(D' =%(D' =4@BBBB%(D' =1:Bvisible*o3>+#.<*|%(D4' =%(D' =%(D' =4@BBBB%(D' =1:Bvisible*o3>+#.<*%(D4' =%(D' =%(D' =4@BBBB%(D' =1:Bvisible*o3>+#.<*%(+2   d\(  dx d c $i *P`    d c $T P`p<$D 0   H d 0޽h ? ff3ff___PPT10.v+YD' = @B Du' = @BA?%,( < +O%,( < +D4' =%(D' =%(D' =4@BBBB%(D' =1:Bvisible*o3>+#.<*dJ%(D4' =%(D' =%(D' =4@BBBB%(D' =1:Bvisible*o3>+#.<*d%(D4' =%(D' =%(D' =4@BBBB%(D' =1:Bvisible*o3>+#.<*d+%(+  dP(  dr d S L *P`    d S H P`p<$D 0   H d 0޽h ? ff3ff___PPT10.w +YD' = @B De' = @BA?%,( < +O%,( < +D4' =%(D' =%(D' =4@BBBB%(D' =1:Bvisible*o3>+#.<*d'%(D4' =%(D' =%(D' =4@BBBB%(D' =1:Bvisible*o3>+#.<*d'E%(D4' =%(D' =%(D' =4@BBBB%(D' =1:Bvisible*o3>+#.<*dEs%(D4' =%(D' =%(D' =4@BBBB%(D' =1:Bvisible*o3>+#.<*ds%(D4' =%(D' =%(D' =4@BBBB%(D' =1:Bvisible*o3>+#.<*d%(D4' =%(D' =%(D' =4@BBBB%(D' =1:Bvisible*o3>+#.<*d%(D4' =%(D' =%(D' =4@BBBB%(D' =1:Bvisible*o3>+#.<*d%(+  hP(  hr h S h *P`    h S d P`p<$D 0   H h 0޽h ? ff3ff___PPT10.x(+YD~' = @B D9' = @BA?%,( < +O%,( < +D4' =%(D' =%(D' =4@BBBB%(D' =1:Bvisible*o3>+#.<*h%(D4' =%(D' =%(D' =4@BBBB%(D' =1:Bvisible*o3>+#.<*h%(+G  ^V lf(  lr l S l *P`    l < +J EUniversal health careF l S m+ l <4 C z  GOnly benefits uninsuredF l@ S z @ 0  l <  ;  7WelfareF  l@ S  @ F  l S     l <| @ $:  = Welfare queen  l < @ Pv :  @Enables lazinessH l 0޽h ?Olllll ll l ff3ff___PPT10i.x+D=' = @B +}  p$(  pr p S  *P`   r p S d P`p   H p 0޽h ? ff3ff___PPT10i.x43+D=' = @B +5   tN(  tr t S L *P`    t < p@*,$ 0 EUniversal Health carez t S 0,$@ 0 t <d 0 8 ,$ 0 AEveryone benefitsz t@ S :,$@ 0 t <    ,$ 0 HI m affected z  t S @0 ,$@ 0z  t@ S  " ,$@ 0  t <` 0  ,$  0 R"Family s affected  t <  7 ,$  0 = Family valuesz  t S   ,$@  0 t <%  y ,$  0 = Self-interest t <) 0 ,$  0 EUniversal health carez t S ,$@ 0 t <" `,$ 0 GOnly benefits uninsuredz t@ S : ,$@ 0 t <3 0 0* ,$ 0 7Welfarez t@ S * ~p ,$@ 0z t S * ~`p ,$@ 0 t </  0  ,$ 0 = Welfare queen  t <H<   ,$ 0 @Enables lazinessH t 0޽h ? tt t t t t t t tt tt tt tt ff3ff$$___PPT10y$.xPN$F+:iD!' = @B D!' = @BA?%,( < +O%,( < +D' =%(D' =%(D' =A@BBBB0B%(D' =1:Bvisible*o3>+#.<*t%(D' =4@BBBB%(D' =1:Bvisible*o3>+#.<*t%(D' =A@BBBB0B%(D' =1:Bvisible*o3>+#.<*t%(D' =4@BBBB%(D' =1:Bvisible*o3>+#.<*t%(D' =A@BBBB0B%(D' =1:Bvisible*o3>+#.<*t%(D' =4@BBBB%(D' =1:Bvisible*o3>+#.<* t%(D' =4@BBBB%(D' =1:Bvisible*o3>+#.<* t%(D' =A@BBBB0B%(D' =1:Bvisible*o3>+#.<* t%(D' =A@BBBB0B%(D' =1:Bvisible*o3>+#.<* t%(D' =4@BBBB%(D' =1:Bvisible*o3>+#.<* t%(D' =A@BBBB0B%(D' =1:Bvisible*o3>+#.<*t%(D' =%(D}' =%(D' =A@BBBB0B%(D' =1:Bvisible*o3>+#.<*t%(D' =4@BBBB%(D' =1:Bvisible*o3>+#.<*t%(D' =A@BBBB0B%(D' =1:Bvisible*o3>+#.<*t%(D' =4@BBBB%(D' =1:Bvisible*o3>+#.<*t%(D' =A@BBBB0B%(D' =1:Bvisible*o3>+#.<*t%(D' =4@BBBB%(D' =1:Bvisible*o3>+#.<*t%(D' =4@BBBB%(D' =1:Bvisible*o3>+#.<*t%(D' =A@BBBB0B%(D' =1:Bvisible*o3>+#.<*t%(D' =A@BBBB0B%(D' =1:Bvisible*o3>+#.<* t%(+h+0+t  ++0+t  ++0+t  ++0+ t  ++0+ t  ++0+t  ++0+t  ++0+t  ++0+t  ++0+t  ++0+ t  +  xP(  xr x S k *P`    x S l P`p<$D 0   H x 0޽h ? ff3ff___PPT10n.y@pF +YDB' = @B D' = @BA?%,( < +O%,( < +D4' =%(D' =%(D' =4@BBBB%(D' =1:Bvisible*o3>+#.<*x%(+   |P(  |r | S xv *P`    | S tw P`p<$D 0   H | 0޽h ? ff3ff  ___PPT10r .yh@+YDF ' = @B D ' = @BA?%,( < +O%,( < +D4' =%(D' =%(D' =4@BBBB%(D' =1:Bvisible*o3>+#.<*|)%(D4' =%(D' =%(D' =4@BBBB%(D' =1:Bvisible*o3>+#.<*|*R%(D' =%(Dh' =%(D' =4@BBBB%(D' =1:Bvisible*o3>+#.<*|Sd%(D' =4@BBBB%(D' =1:Bvisible*o3>+#.<*|dx%(+v   P(  r  S d *P`     S L P`p<$D 0   H  0޽h ? ff3ff^V___PPT106.y?i+YD ' = @B D' = @BA?%,( < +O%,( < +D4' =%(D' =%(D' =4@BBBB%(D' =1:Bvisible*o3>+#.<* %(D' =%(Dh' =%(D' =4@BBBB%(D' =1:Bvisible*o3>+#.<*"%(D' =4@BBBB%(D' =1:Bvisible*o3>+#.<*%(+  z(  B  C x*A?H  0޽h ? ff3ff___PPT10i.zc+D=' = @B +  P(  r  S  *P`     S  P`p<$D 0   H  0޽h ? ff3ff___PPT10.zз+YD~' = @B D9' = @BA?%,( < +O%,( < +D4' =%(D' =%(D' =4@BBBB%(D' =1:Bvisible*o3>+#.<*%(D4' =%(D' =%(D' =4@BBBB%(D' =1:Bvisible*o3>+#.<*%(+  \(  x  c $ *P`     c $ P`p<$D 0   H  0޽h ? ff3ff___PPT10.zз+YD~' = @B D9' = @BA?%,( < +O%,( < +D4' =%(D' =%(D' =4@BBBB%(D' =1:Bvisible*o3>+#.<*X%(D4' =%(D' =%(D' =4@BBBB%(D' =1:Bvisible*o3>+#.<*Z%(+   \(  x  c $x *P`     c $t P`p<$D 0   H  0޽h ? ff3ff___PPT10.zз+YD~' = @B D9' = @BA?%,( < +O%,( < +D4' =%(D' =%(D' =4@BBBB%(D' =1:Bvisible*o3>+#.<*%(D4' =%(D' =%(D' =4@BBBB%(D' =1:Bvisible*o3>+#.<*%(+b   @P(  r  S \ *P`     S D P`p<$D 0   H  0޽h ? ff3ffJ B ___PPT10" .{ _f+YD ' = @B D ' = @BA?%,( < +O%,( < +D4' =%(D' =%(D' =4@BBBB%(D' =1:Bvisible*o3>+#.<*V%(D4' =%(D' =%(D' =4@BBBB%(D' =1:Bvisible*o3>+#.<*W%(D4' =%(D' =%(D' =4@BBBB%(D' =1:Bvisible*o3>+#.<*%(D4' =%(D' =%(D' =4@BBBB%(D' =1:Bvisible*o3>+#.<*%(+b   0P(  r  S " *P`     S # P`p<$D 0   H  0޽h ? ff3ffJ B ___PPT10" .z+YD ' = @B D ' = @BA?%,( < +O%,( < +D4' =%(D' =%(D' =4@BBBB%(D' =1:Bvisible*o3>+#.<*D%(D4' =%(D' =%(D' =4@BBBB%(D' =1:Bvisible*o3>+#.<*E[%(D4' =%(D' =%(D' =4@BBBB%(D' =1:Bvisible*o3>+#.<*\y%(D4' =%(D' =%(D' =4@BBBB%(D' =1:Bvisible*o3>+#.<*z%(+H 0 PX(  X  C \     S  \ 0   Z$The purpose of this talk is to give both an introduction to framing as well as an introduction on how to frame universal health care. This presentation will only scratch the surface of the topic of framing; people who are interested in learning more should consult the work of George Lakoff.H  0޽h ? 3380___PPT10.@'ϒ 0 `(  X  C \     S  \ 0   Let s start by defining what a frame is. A frame is a conceptual structure used in thinking. For those people who are familiar with cognitive psychology, a frame can be thought of as a schema. For those who are more biologically oriented, you can think of a frame as a neural circuit: a group of connected neurons and synapses. H  0޽h ? 3380___PPT10.0 0 p(  X  C \     S  \ 0   In a simplified sense, here is an example of what a frame might look like if it were depicted schematically. Think of the word  elephant. When you do this, you activate the elephant frame/schema/neural circuit, which is composed of connections to other words like  big ,  animal ,  grey , and  floppy ears. As a result, when you think of elephant, you develop a picture in your mind of a big, grey animal with floppy ears. In some ways, a frame is all about telling a story about the world. The elephant frame tells the story of a big, grey animal with floppy ears. H  0޽h ? 3380___PPT10.~ 0 (  X  C \     S  \ 0   |Just as there is plasticity in the brain, there is plasticity in frames, which is to say that frames can be changed or reframed. If a new species of pink elephants evolved and grey ones went extinct, the  grey connection to  elephant would diminish in strength over time, and a new  pink connection would develop. H  0޽h ? 3380___PPT10.pD 0 PH(  X  C \   H  S T \ 0   Similarly, if the phrase  pink elephants became wildly popular, a new  pink connection would develop.H  0޽h ? 3380___PPT10.=p 0 |(  X  C \   |  S  \ 0   Now, framing has come into prominence in recent years in the world of politics. To illustrate, let s consider one classic example of framing:  tax relief. We all know that taxes have never been popular, but there has been a significant shift in the way taxes have been viewed over the past few decades. Specifically, they were not always seen as an affliction as they are today. How does this shift come about? The answer is obviously complicated, but one way is through framing and the phrase  tax relief. H  0޽h ? 3380___PPT10. f 0 (  X  C \     S ( \ 0   Let s see how this works. The term  relief implies the existence of some sort of burden or affliction; you have to be relieved of something bad in order for there to be relief. As such, tax relief implies that taxes are a burden or affliction. Going further, a person who relieves a burden is a good person  a hero that people want to support. Conversely, a person who supports burden is a bad person  a villain that people want to oppose. Thus, the term tax relief implies that those who are in favor of removing the burden of taxes are good, and those who are not are bad. H  0޽h ? 3380___PPT10.P:N 0 ^(  X  C \     S |5 \ 0   `LTaxes have also been reframed in other ways over the past few decades. The new story about taxes are that they are anti-American because they decrease the number of jobs and hurt the economy. The other story about taxes is that they just enable the government to take your money away and waste it on inefficient social programs. H  0޽h ? 3380___PPT10.V] 0 (  X  C \     S \? \ 0   What has been the net result of all this framing? Again, this is a sweeping generalization used for illustrative purposes only, but there may have been a time when taxes were seen as a duty, investment in America, and a way to allow the government to function. After reframing, taxes have come to be seen as an affliction, anti-American, and a way to allow the government to waste. H  0޽h ? 3380___PPT10.0A   0 R J (  X  C \   J  S 0J \ 0   The power of framing derives from the fact that a person s frame determines what truths a person is likely to accept. Lakoff writes that  If the truth doesn t fit the existing frame, the frame will say in place and the truth will dissipate. We d all like to think that if people are just faced with the facts, they ll come around on the side of reason (i.e. your side). The reality, though, is that the truth does not really set you free  rather, the truth matters most if it fits a person s frame. We know this to be intuitively true  people who are against taxes are less likely to believe a report claiming that taxes actually can help the economy, and people who are for taxes are more likely to believe it. Clearly, there s a lot of room for critical thinking, but more often than that, people just tend to accept  facts that already confirm what they know to be true. Basically, it s a lot easier to confirm what you already know than to change what you already know.w[H  0޽h ? 3380___PPT10.`S  0 VN(  X  C \   N  S t^ \ 0   Now, one very important distinction has to be made here between messaging and reframing. Many people read about framing and come away with the conclusion that framing is just about language. The truth is that language is only part of the equation. Messaging, which focuses only on language, is basically coming up with the clever phrase, jingle, catchy slogan, etc. It s advertising and marketing. Reframing is much deeper than simply coming up with catchy language. It s about changing our relationship to the world and how we think about it. Language is important only insofar as it is a tool that can help activate and change frames. Language that does not engage in the process of activating and changing frames is purely messaging. H  0޽h ? 3380___PPT10.p{  0 |t (  X  C \   t  S 0j \ 0   So if you re interested in using framing to generate support for an issue, your job is not to find a clever message. Your job is to make sure that the message you use associates positive things with the frame of your issue. If you articulate over and over the moral basis of taxation, you can help reframe taxes to be less of an affliction and more of a duty of being American. H  0޽h ? 3380___PPT10.  0 B : 0 (  X  C \   :   S w \ 0    To know how to frame UHC, you have to be aware that there are frames that work both for and against UHC. Let s start with the frames that work against UHC. These include the idea that government can t do anything right. Lots of people think of the government as the DMV, when of course government also includes popular programs like the NIH and CDC. There s also the frame that the free market is more efficient than the government. The individual responsibility or ownership society frame refers to the idea that everyone is supposed to fend for themselves and that no one should expect any help from anyone else. The anti-freeloading/anti-welfare frame works against UHC because some people believe the uninsured are lazy people who just want to freeload off society. The just desserts frame refers to the idea that people get what they deserve. People who hold this frame strongly believe that the uninsured must have made a series of poor choices that led them to not have insurance. American exceptionalism refers to the idea that America holds a unique and superior position in the world, and therefore has the best health care system in the world. Finally, the tax affliction frame has been discussed before.H  0޽h ? 3380___PPT10.  0 D<@ (   X   C \   <   S Ԓ \ 0   So, given these opposing frames, let s talk about how NOT to talk about UHC. The worst possible way to talk about UHC is  covering the uninsured. This may come as a surprise to many people, but consider this narrative [read it]. Ask yourself one simple question here  who s the victim in this story? It s the uninsured. In reality, though, the real victims of the lack of UHC in this country are ALL OF US. We all suffer from high health care costs and the fundamental insecurity of not being able to have guaranteed access to health care. This narrative makes it seem like the problem is only limited to the uninsured. As such, this narrative essentially frames universal health care as a welfare issue. And welfare, of course, is very unpopular in America, as it runs against the anti-freeloading, individual responsibility, and just desserts frames.H   0޽h ? 3380___PPT10. 0 2*`(  X  C \   *  S t~ \ 0   So here s what the UHC frame looks like when you talk about covering the uninsured. It only benefits the uninsured, which makes it a welfare program, which is associated with welfare queens and enabling laziness. H  0޽h ? 3380___PPT10.0njd 0 pt(  X  C \     S } \ 0   vbA better approach would be to talk about UHC as something that covers everyone. [Read narrative].H  0޽h ? 3380___PPT10.p 0 ZR(  X  C \   R  S h \ 0   When you talk about UHC as covering everyone, all of a sudden people say  Hey, I m affected , which activates the very strong self-interest frame. They also say,  Hey, my family s affected too , which activates the family values frame.H  0޽h ? 3380___PPT10.`b 0  r(   X   C \      S h \ 0   t`This is not just a matter of semantics! If you continually frame UHC as covering the uninsured, you re going to help reframe it as a welfare issue. Conversely, if you frame it as covering everyone, you re going to reframe it as an issue that affects everyone, where everyone stands to benefit. Either way, once something has been framed a certain way, it s hard to reframe it. If people think UHC is a welfare issue, it ll take a long time for advocates to be able to divorce UHC from all the negative associations that go along with being a welfare issue.H   0޽h ? 3380___PPT10.x 0 $(  $X $ C \    $ S 8 \ 0   BA second way not to talk about UHC is by saying  country X s system is better than ours. Of course, we all know that country X is often Canada in the UHC debate. The problem is that this runs into the American exceptionalism frame, which holds that America is superior and therefore must have a superior health care system. [Also, if you re talking about Canada, there s also a very strong anti-Canada frame in America as well]. Fortunately, there s a way to actually take American exceptionalism and use it to support UHC. [Read quote].,+H $ 0޽h ? 3380___PPT10.E 0 *"((  (X ( C \   " ( S  \ 0   The final way not to talk about UHC is by reciting statistic after statistic after statistic. It s certainly easy to do this - the health care system is so complex that it takes something like statistics to describe it. However, the problem is that stats are less powerful at activating frames than direct appeals to values  they just don t speak to people. What s more effective?  The U.S. spends 15% of its GDP on health care, yet there are still 45 million uninsured? Or the narrative on the previous slide about us being an a rich, advanced nation that can and should provide health care for all? For most people, it s going to be the latter. Statistics just don t appeal to people as much. What s more, a lot of people don t know whether to trust statistics or not. Remember the old adage: there are lies, damned lies, and statistics.H ( 0޽h ? 3380___PPT10.U   0 ,0(  ,X , C \    , S H \ 0   2[You can just read this slide]H , 0޽h ? 3380___PPT10. 0 0(  0X 0 C \    0 S  \ 0   Now that we ve covered three bad ways of talking about UHC, let s talk about three good ways to talk about UHC. This table is from a Kaiser Family Foundation focus group study that aimed to identify the ways of talking about UHC that resonated the most with people. As you can see, some of the strongest concepts are  it s the right thin to do ,  it s cheaper in the long run to make sure people can access care , and  a rapidly changing economy means anyone can lose insurance , and so on. Now the importance of this study is not so much that it gave some sort of magic bullet answer about how to frame UHC  again, framing isn t just about language. Rather, the importance is that you can use the fact that each of these concepts were strong to figure out what frames are operating in people s minds when it comes to UHC. Let s illustrate.H 0 0޽h ? 3380___PPT10.p%* 0 4:(  4X 4 C \    4 S D \ 0   < The concepts  A rapidly changing economy means anyone can lose insurance and  what if you didn t have health insurance were both strongly effective. Why might this be? One big reason is that people want security, and they understand that there is not HEALTH security in the current system. Given that the security frame is so powerful, we must argue that UHC will provide security.  H 4 0޽h ? 3380___PPT10.A: ! 0 80(  8X 8 C \    8 S  \ 0   2[You can just read this slide]H 8 0޽h ? 3380___PPT10.ey" 0 ph<(  <X < C \   h < S $ \ 0   To summarize, framing is a powerful tool for achieving social change because of its ability to change how people think, which is the essence of all social change. However, it s important to emphasize that framing is just a tool  it has limitations like any other tool. You re never going to get people to LIKE taxes, no matter how much you reframe it. Also, framing isn t the only tool to use for achieving social change. You can frame all you want, but if you don t have the grassroots advocacy, good public policy, and people in power who will listen to your viewpoint, you re not going go get anywhere. And finally, realize that framing an issue never involves just one framing task. If you want to achieve many forms of social change, you may also have to reframe the concept of government, which of course has taken a beating in the American mindset in recent years. H < 0޽h ? 3380___PPT10."T# 0 "@(  @X @ C \    @ S x& \ 0   So here are the take-home points on framing. First, think about your frames about a given issue, and think about what values you have that underlie your frames. Next, do the same thing for other people you re trying to convince. You have to know what people value you want to know how to convince them. In the short-term, look for opportunities to turn peoples values into support for your issue. And in the long-term, think very hard about what frames you re activating when you talk about your issue. Make sure that the things you re linking to are themselves positive frames. H @ 0޽h ? 3380___PPT10.g$ 0  D.(  DX D C \    D S + \ 0   0In this talk, we ll talk first about framing: what a frame is, and why frames are important to politics. We ll then illustrate framing by talking about framing universal health care. In the process, we ll address how not to talk about UHC, and how to talk about UHC. H D 0޽h ? 3380___PPT10.4( 0 PHh(  h^ h S \   B h c $<; \ 0   So let s see how all of this works by using the example of framing universal health care. Anyone who has spent any time working on health care issues knows that people s frame flies in the face of facts all the time. Some people will believe anything they hear about the problem of waiting lists in Canada, because it fits their frame about the Canadian health care system. Conversely, they will doubt evidence about the superiority of Canada s performance on health outcomes, because it doesn t fit their frame. Of course, those who want to move towards a Canadian-style system are also profoundly influenced by frames. Again, if the truth doesn t fix the existing frame, the frame will stay in place and the truth will dissipate.H h 0޽h ? 3380___PPT10.% 0 P.(  X  C \   +  S 4+\ 0  + 0One particularly useful way of thinking about framing comes from George Lakoff, who has developed three so-called  levels of analysis. Level 1 is universal values, like equity, justice, fairness, prosperity, etc. Level 2 is issue types like environmental issues, human rights issues, and moral issues, etc. Level 3 is specific issues like hosing, education, health care, etc. H0H  0޽h ? 3380___PPT10.3Pk/) 0 <4`(  X  C \   - 4  S :- \ 0  -  Let s see how this works. [Just read the slide]. You can see that Level 1 values and principles correspond closely to the idea of frames, and you can see how the basic argument about welfare for conservatives and progressives is intimately related to these frames. The argument articulates a story about how the world works, which is fundamentally about what frames are all about. As many thinkers have pointed out, whoever controls the story of a culture has the power. H  0޽h ? 3380___PPT10.3@y r$Zrftxy fXxyn`P?nR`Za4d џ"P ־<+$& |  ":'3Lw\<@BdFLNS\(^fl(n w}L05P ȉ#? Q Oh+'0< hp  Framing Universal Health CaretjrfRefinedjrf38Microsoft PowerPointlth@@L'@r@ 3Gg  =  -- @ !--'-- @ !`2)---- $)2)2--'-- $1:1:--'--%d--'@Times New Roman-. $2 An Introduction to >+++++&+++."System-@Times New Roman-. 2 ^fFraming/&C,*.-@Arial-.  2 zKao.-@Arial-.  2 - .-@Arial-. 2  Ping Chua .-@Arial-. .2 Jack Rutledge Fellow, 2005    .-@Arial-.  2 - .-@Arial-.  2 2006.-@Arial-. =2 )$ŷAƬ      .-o՜.+,0    ZOn-screen ShowŷAƬreeJ A "ArialTimes New Roman WingdingsRefinedAn Introduction to FramingOutlineWhat is a frame?The elephant frame!Frames can be changed (reframed)!Frames can be changed (reframed)#Framing and politics: tax relief How tax relief reframes taxes1Other reframing of taxes over past few decadesTax frame: before and afterFacts vs. FrameMessaging vs. reframing4How to use framing to generate support for an issueLakoffs levels of analysis Slide 15DFraming universal health care: an illustration of how framing worksFrames that work against UHCHow NOT to talk about UHC, #10How Cover the uninsured affects the UHC frame$A better approach: Cover everyone:UHC frame with Cover everyone vs. cover the uninsured(This is not just a matter of semantics!How not to talk about UHC #2How not to talk about UHC, #3 Slide 25How to talk about UHC #1How to talk about UHC #2How to talk about UHC #3Take-home points on framingSummary and caveats  Fonts UsedDesign Template Slide Titles_ޕjrfjrf  !"#$%&'()*+,-./0123456789:;<=>?@ABCDEFGHIJKLMNOPQRSTUVWXYZ[\]^_`abcdefghijklmnopqrstuvwxyz{|}~      !"#$%&'()*+,-./0123456789:;<=>?@ABCDEFGHIJKLMNOPQRSTUVWXYZ[\]^_`abcdefghijklmnopqrstuvwxyz{|}~Root EntrydO)PicturesH/Current UserSummaryInformation(PowerPoint Document(DocumentSummaryInformation8Root EntrydO)|U3PicturesH/Current UserSummaryInformation(   ՜.+,D՜.+,    ZOn-screen ShowŷAƬreeJ A "ArialTimes New Roman WingdingsRefinedAn Introduction to FramingOutlineWhat is a frame?The elephant frame!Frames can be changed (reframed)!Frames can be changed (reframed)#Framing and politics: tax relief How tax relief reframes taxes1Other reframing of taxes over past few decadesTax frame: before and afterFacts vs. FrameMessaging vs. reframing4How to use framing to generate support for an issueLakoffs levels of analysis Slide 15DFraming universal health care: an illustration of how framing worksFrames that work against UHCHow NOT to talk about UHC, #10How Cover the uninsured affects the UHC frame$A better approach: Cover everyone:UHC frame with Cover everyone vs. cover the uninsured(This is not just a matter of semantics!How not to talk about UHC #2How not to talk about UHC, #3 Slide 25How to talk about UHC #1How to talk about UHC #2How to talk about UHC #3Take-home points on framingSummary and caveats  Fonts UsedDesign Template Slide Titlesx@ ,P_AdHocReviewCycleID_EmailSubject _AuthorEmail_AuthorEmailDisplayName + Powerpoints jrf@amsa.orgAMSA JR FellowPowerPoint Document(DocumentSummaryInformation8x