The Science of Framing Your Argument

Molly Tavella, MPH

How we Think

We think and reason in metaphors

We understand something by associating it with something already familiar

Frames (Lakoff)

• A collection of anecdotes and stereotypes—that individuals rely on to understand and respond to environment

• Anna Nicole Smith???!?• Which comes first?• A frame is like a play, it has:– A stage– Roles and scenarios– Narrative or storyline

Conservative vs. Progressive

• Moderate Person• Progressive Person• Conservative Person

The foundation of democracy

• Empathy• Social responsibility and personal responsibility– Defines the role of government – to protect and empower

everyone equally • Protection includes safety, health, the environment,

pensions…• Empowerment starts with education and infrastructure

Lakoff

THE CONSERVATIVE WORLDVIEW REJECTS THAT

Conservative Worldview

• Conservatives believe in individual responsibility alone• Conservatives believe the government shouldn’t help

its citizens.• Conservatives don’t think citizens should help each

other.

Lakoff

MOST DO WHAT THEY THINK IS “RIGHT”

We can change people’s framesLanguage heard over and over changes brains

The Errors of Combating Conservative Language

– Reason vs. Frame

• Progressives believe if you just tell people the policy facts, they will reason to the right conclusion and support the logical policy

More Errors of Progressive Communication

• Functioning as “policy wonks”– Talking policy without communicating the moral values

behind the policies • Repeating conservative language– Negating conservative language a No-No

• Using the conservative Frame– Arguing over what to “cut” rather than asserting there is

enough money in the system

Example of Working in Conservative Frames

Change the Frame!

• Case Study: The Innocence Project– Against death penalty

• Nobody was listening – Satisfied with “eye for eye” tactics.

• Realized dealing with people who value fairness – Went in search of people wrongfully accused on

death row… is it fair to let innocent die?• Successful – Accomplished same goal with

different frame

Changing the Frame: Single Payer

Town Hall – Tea Partier: ”That’s government takeover of my

healthcare! No Way! I fought for this country in Vietnam and I'll

fight for it here."

Veterans get socialized medicine: “If government delivered care is good

enough for veterans, it is good enough for me!”

Tips on Answering Conservative Questions

• Re-frame the question before answering• Articulate the progressive philosophy– Talk about core American values in a progressive frame –

Freedom, Empathy• Do not use words that trigger a conservative frame• Repeat simple progressive slogans

DISCUSSION: RESPONDING TO COMMON CONSERVATIVE ARGUMENTS

Speak. Rinse. Repeat• Insurance company plans have failed to care for our people. They profit from

denying care. • Health care is a necessary service that should be provided to all – like fire

depts.• Americans care about one another. An American plan is both the moral and

practical alternative to provide care for our people.• This is an investment in our healthcare future – it will be guaranteed.• The insurance companies are doing their worst, spreading lies in an attempt to

maintain their profits and keep Americans from getting the care they so desperately need.

• Fifty million have no insurance at all, and millions of those who do are denied necessary care or lose their insurance. We can't wait any longer. It's an emergency. We have to act now to end the suffering and death of our fellow Americans.

• Everybody deserves healthcare