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Simple Framing — Rockridge Institute
Excellent, clear description of steering opinion. "Communication itself comes with a frame. The elements of the Communication frame include: A message, an audience, a messenger, a medium, images, a context, and especially, higher-level moral and conceptual frames. The choice of language is, of course, vital, but it is vital because language evokes frames — moral and conceptual frames.
Frames form a system. The system has to be built up over time. It takes a long-range effort. ... Most of this system development involves moral and conceptual frames, not just communicative frames. Communicative framing involves only the lowest level of framing.
Framing is an art, though cognitive linguistics can help a lot. It needs to be done systematically."
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