George Lakoff, Gil Durán
FrameLab
Rough note (there may be errors):
when you have a single word for sthing, the assumption is that there is a thing that fits.
new word for an object.
eg spygage. repeated by press. shifting the blame. there is somebody in fbi is responsible for this. the word shift that blame to fbi itself from carter page and …. this done by one word. one word suggests that its real.
once its out there its hard to cure. undoing a framing is hard.
salient exemplifier.
chicago crash. dc 10 plane. people stopped used that plane. actually its a safe plane. publicity around it changed people’s behavior.
trump uses that. if some rape happens. he make that race as rapist. take one well publicized event and turn against a group. or a policy against a group.
weaponized stereotype.
truthful hyperbole. worst, terrible, fantastic.
words not neutral. it comes with frames.
words dont fit the world. they mean things beyond they fits the world. they have to do with how you understand the world. when those words are repeated those understandings get into people’s brain. and they change them.
when reporting dont use their words. the person may be lying. your job is to tell the truth. otherwise you
repetition.
every idea is physical. its in your brain circuitry. when circuitry get activated, the synapses get stronger. they can become permanent.
ignore the lie, 2. understand what he does.
pardoning by trump. he is saying that person was mistreated by law. he attack fbi, justice dept.
dont spread lies.
understand what truth underlying that lie. report that truth. moral importance and consequence of that truth. importance of truth.
Donald Trump has been a salesman for nearly half a century. He is now selling himself, his worldview and his self-serving views of the law and the truth. His principal tools are language and the media. By faithfully transmitting Trump’s words and ideas, the press helps him to attack, and thereby control, the press itself.
Trump knows the press has a strong instinct to repeat his most outrageous claims, and this allows him put the press to work as a marketing agency for his ideas. His lies reach millions of people through constant repetition in the press and social media. This poses an existential threat to democracy.
Language works by activating brain structures called “frame-circuits” used to understand experience. They get stronger when we hear the activating language. Enough repetition can make them permanent, changing how we view the world.
Even negating a frame-circuit activates and strengthens it, as when Nixon said “I am not a crook” and people thought of him as a crook.
Scientists, marketers, advertisers and salespeople understand these principles. So do Russian and Islamic State hackers. But most reporters and editors clearly don’t. So the press is at a disadvantage when dealing with a super salesman with an instinctive ability to manipulate thought by 1) framing first 2) repeating often, and 3) leading others to repeat his words by getting people to attack him within his own frame.
Language can shape the way we think. Trump knows this. Here are some of his favorite manipulation techniques.then moral consequence of lying about that, then tell he telling lie. then tell the truth and moral consequence of not accepting the truth.