Module III·Article III·~1 min read
Metaphor, Framing, and Political Language
Pragmatics and Communication
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Lakoff and Framing
George Lakoff demonstrated: political debates are won at the level of frames, not facts. A frame is a structure of interpretation. When Republicans called the repeal of the inheritance tax the "death tax," they won the debate before it even began: now any objection to it sounded like a defense of a tax on death.
Lakoff advised Democrats: "do not use the opponent's words." Activating a frame through its language strengthens it, even if you are negating it. "Don’t think of a white elephant"—you are already thinking about it.
The Weapon of Language
In advertising, politics, change management—framing is critical. "Restructuring" vs "layoffs"; "investments" vs "expenses"; "flexible labor market" vs "precarization"—these are not just words, they are worldviews.
Sensitivity to framing is an essential skill of critical thinking: to notice in what frame a question is posed, and to be able to change it.
Question for reflection: What frames dominate in your professional field? What alternative frames could open up new opportunities for problem solving?
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