Question

What does Lakoff mean by “framing” and “re-framing?”

Answer 1

Framing:

A frame is a conceptual structure used in thinking. For example, When someone says elephant, we would immediately get the image of an elephant with trunk, large ears etc. This is called Elephant frame. Lakoff says that frame is nothing but the image or the idea you get when you think of something. Thus he talks about Taxation and how people see it as a burden because it has been for long framed as one.

Reframing:

Reframing is telling the truth as we see it – telling it forcefully, straightforwardly, articulately, with moral conviction and without hesitation. he goes on to say that reframing is needed to help people understand the truth, however it needs to be framed. Letting people know hwo taxation can actually help build our future is lying within how we reframe the whoe fact into allowing people's mind to restructure the whole idea. It takes time though.