Influencing people with
language that shifts perspective
The art of powerful framing
How you say something counts. How you write something, too. Framing is a communication technique you use to influence people through cleverly chosen words. Everyone views from their own window, their personal frame. That frame determines how someone reads information, just like the difference between a glass that seems half full or half empty. When you know what frame your target audience is looking from, you can respond accordingly. Especially words that evoke images, emotions and assumptions are effective. Want to create support for your message? Frame your story.
Values
One reality does not exist. Interpretations of it do. People are sensitive to frames because framing via emotion touches on our values. Language is never neutral. It always falls within a frame. Your interpretation is influenced by the way the information is packaged. Popular neighborhood or slum? Old or classic? Slow or relaxed? The meaning may match, but the emotion differs. It can all mean the same thing, but the emotion associated with it is different. Do you prefer to buy an old car or a classic one? Do you prefer to be called slow or relaxed?
The brain
Your brain processes stimuli through neurons. We call this neuro-recruitment. When neurons are activated together, neuro-recruitment occurs. Your brain always chooses the easiest route. That’s why information sticks better through repetition or a strong emotional experience. Framing language helps with this. Think metaphors, stereotypes, allusions and words that evoke clear value and emotion. Images also support framing. Your brain struggles with abstract information. The more visual your message, the more likely it is to stick.
In practice
Framing is widely used in politics, journalism, marketing and communications. A classic example comes from research on a car accident. The question “At what speed did the cars collide?” yielded a lower estimate than “At what speed did the cars collide?” The difference is entirely in the use of words.
Other examples:.
- Is voting a right or a duty?
- Do you choose yogurt with 20% less fat or 80% fat-free?
- Pay by April 11 and avoid a fine, or pay by April 11 or a fine will follow.
- This watch is 95% water resistant, or: this watch lets 5% water through.
The nuance makes the difference. You also use framing, consciously or unconsciously. Would you rather program “old secondhand cabinet” or “antique characteristic cabinet” on Marketplace? Almost everyone chooses the option with positive association.
How do you handle this?
Step one in framing is understanding how the other person is looking. What are someone’s values, motivations, ambitions and what level of knowledge does they have? The more knowledge someone has about a topic, the more susceptible they are to framing. This is because frames activate existing information in long-term memory. Therefore, it is valuable to know what someone already knows before you start framing. Then build your frame based on these points:
- Simplify a complex subject into a clear picture.
- Make an association between your message and something that evokes emotion.
- Use metaphors.
- Make your message visual.
- Be consistent and repeat your message.
Want to know more about framing?
Professor Sutorius shows in this lecture how framing works and what examples you can immediately recognize. It makes clear how powerful language can be used when you know how to frame.
