FRAMING, GEORGE LAYKOFF

1. The Difference Between Framing and Messaging
2. Frame conflict
3. High-Level, Moral Frames Matter More
4. Most Framing is Unconscious
5. Framing is Long-term
6. Prototype Framing
7. Bi-conceptual Framing
8. Contested concepts
9. Political Messaging
10. Political messaging and bi-conceptual voters
11. Why Does Disaster Messaging Arise?
12. Why Conservatives Consistently Win Messaging Battles
13. Polling and The "Mainstream"
14. What's Wrong?
15. The "Center"
16. Do they form a "center?"
17. The Importance of Bi-conceptuals
18. Recommendation
19. Polling
20. How Conservatives Change Policies Without Winning Elections
21. Repetition over The Long Term
22. End A Bad Law: 287 g
23. The Point
    

• The Difference Between Framing and Messaging

Frames are the cognitive structures we think with. the more the circuits are used, the stronger they get. frames are not isolated. The better a new frame "fits" existing frames, the more effective it will be

• Frame conflict

The activation of one brain circuit may either activate or inhibit another.

• High-Level, Moral Frames Matter More

Higher-level frames, deeper in the system, have a disproportionate effect. the high-level frames are the moral systems that define what is "right"

• Most Framing is Unconscious

Frames are conceptual. They are elements of thought. Most thought is unconscious. Words activate frames.

• Framing is Long-term

the establishment of permanent (or long-term) high-level frames and systems is done by long-term careful political messaging, or education, controlling school textbook

• Prototype Framing

It is important, the establishment of prototypes: social stereotypes, prototypes(typical case, ideals, nightmares, salient exemplars). Stereotypes are used in automatic reasoning and decision-making.

Bi-conceptual Framing
Contested concepts
Political Messaging
Political messaging and bi-conceptual voters
Why Does Disaster Messaging Arise?
Why Conservatives Consistently Win Messaging Battles
Polling and The "Mainstream"
What's Wrong?
The "Center"
Do they form a "center?"
The Importance of Bi-conceptuals
Recommendation
Polling
How Conservatives Change Policies Without Winning Elections
Repetition over The Long Term
End A Bad Law: 287 g
The Point