Muharem Rusiti
May 2024
In the intricate realm of political and international affairs, the power of words and how they shape our perceptions cannot be understated. One of the most influential figures in the field of linguistics and cognitive science, George Lakoff, has highlighted the importance of “framing” in understanding and influencing political discourse. In this article, we will delve into the concept of framing and explore its profound significance in the world of politics and international relations.
Understanding Framing
Lakoff’s work on framing is deeply rooted in cognitive science, which suggests that our brains are wired to think in terms of frames and metaphors. So, what is framing? Framing is the art of using language to structure or describe an issue, topic, or idea in a particular way. Lakoff argues that the linguistic choices we make, the words we choose, the metaphors we employ, and the narratives we construct are not neutral but deeply intertwined with our values, emotions, and worldviews. Hence, the way we frame a discussion can significantly impact how people perceive and understand a matter and have therefore the capacity to strongly influence people’s different interpretations of issues and decision-making processes. By recognizing this, we can easily understand how important framing is in the domain of political and international affairs.
Significance in Political and International Affairs
As one can imagine, framing is a potent tool used by politicians, pundits, and interest groups to influence public opinion, policy decisions, and even election outcomes. Consider, for instance, the classical example made by George Lakoff of the use of the term “tax relief” in a situation where a political party wants to promote a particular fiscal and tax cuts policy. As argued by Lakoff, by framing taxes as something burdensome to be relieved of and using the phrase “tax relief”, one can easily disseminate the idea that lower taxes are a positive and desirable goal and frame the debate in a way that favors this perspective. Likewise, an opposing party could contrast this policy and frame the same issue in a different and completely opposing way by using terms such as “revenue erosion” and “unfunded cuts”, for example. Similarly, to continue with another example, a particular economic policy could be defined as a “stimulus package” and be framed hence in a way that invokes the idea of stimulating growth or be described as a “bailout” and elicit thus feelings of wastefulness and undeserved support.
Framing is equally influential on the international stage. The ideas, concepts, and words used to discuss international relations, conflicts, and diplomacy can shape global perceptions and reactions in entirely different ways. Consider, for instance, the framing of a potential free trade agreement as a “foreign direct investments magnet”, an “economic booster”, or “an opportunity to enjoy lower tariffs for imported goods” or on the contrary as a “domestic industry menace”, an “unfair competition hazard”, or a “local jobs displacement threat”. They both talk about the same matter but frame it in two completely opposing ways and use totally different words. Similarly, a specific military intervention could be framed as a “liberation operation” or as a “military aggression”, giving to the same issue two entirely contrasting views and interpretations. To continue with another example, a hypothetical turmoil taking place somewhere in the world could be framed as a legitimate “freedom revolution” or as an illegal “coup d’État”, and conversely, an organized group who might be involved in the unrest could be potentially framed in two utterly divergent ways such as a “liberation movement” or a “criminal organization”.
The Power of Framing
We should be aware that behind every political discussion and message, there is usually a
carefully constructed frame, influencing how people perceive and respond to the diverse matters that grip our society, the world, and everyday events. Politicians, diplomats, and advocates are habitually aware that framing can be a very powerful communication tool which plays a pivotal role in people’s perception, interpretation, and backing or contrasting of different issues and initiatives.
The act of framing and reframing the political discourse in different ways can, in fact, be decisive in directing or altering public opinion and support. Hence, when one party is able to effectively frame or reframe different issues in its desired way, it can significantly impact the way people perceive and respond to them and much more easily shift discussions and influence public opinion in their favored direction, as it clearly appears with the aforementioned examples.
Moral and Ethical Dimensions
As it is self-evident, due to its highly persuasive nature, framing has also moral and ethical
implications too. In principle, framing should not be used to manipulate the political discourse and shape deceitful narratives. But unfortunately, there are countless situations where it has been precisely used and continues to be used to do exactly so, although, idealistically speaking, framing should be exclusively employed to activate certain values and emotions that highlight different aspects and viewpoints related to an issue.
Conclusion
In a world where communication is integral to shaping the future of peoples and nations,
understanding the role of framing is crucial for being an informed and engaged citizen and
decision-maker. As it is known in fact, particularly in the fields of political and international affairs, language is not merely a means of interaction; it is a powerful tool for shaping perceptions, influencing processes, and driving important decisions.
The way issues, ideas, and arguments are framed can profoundly impact how they are perceived, understood, and accepted. And comprehending and mastering the art of framing, as elucidated by George Lakoff, is essential for rulers, policymakers, and ordinary citizens alike as it empowers everyone to present and promote issues in a precise and desired way, thoughtfully and critically evaluate the words used in the political discourse and recognize their persuasive power, engage in more informed discussions, avoid the potential trap of deception, and ultimately spot and nullify possible manipulation attempts.
And finally, if you are asking yourself what strategy you should employ to effectively contrast
manipulative and deceitful frames or combat false claims and accusations, the answer is much easier than you might think: constantly repeat your position and your own frames and
conscientiously avoid making the amateur mistake of repeating or negating the other party’s
stances and frames or its manipulative or even false statements. Because, as simple as it might appear, if you evoke or negate a particular frame, you automatically reinforce that frame. To quote the title of one of Lakoff’s most prominent books, saying “Don’t think of an elephant!”, makes people inevitably and precisely think of one.
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