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In communication theory, Framing is a process of media control over media content. Framing defines how a certain piece of media content is packaged so as to allow certain desirable interpretations and rule out others.
Experts in this area include George Lakoff who has written Moral Politics and Don't Think of an Elephant on this subject as applied to politics (his earlier work, Women, Fire, and Dangerous Things: What Categories Reveal About the Mind also looks at framing, but from a more academic point of view). Lakoff works on the progressive side of political frames. Both liberals and conservatives find this very important.
In politics, an example of this used by Lakoff is the phrase "tax relief." The use of the word "relief" implies a notion that taxes put strain on the citizen; Lakoff argues that progressives need to stop using the phrase "tax relief" because already built into it are notion that taxes are bad.
Other examples are the phrases "Pro-Life" (which implies its opponents are "anti-life" or "pro-death") and "Pro-Choice" (which implies its opponents are "anti-choice" or "pro-compulsion"). Terms which frame debate seek to limit the possibilities of discourse by setting the vocabulary and metaphors by which an issue can be discussed. In Lakoff's view, framing cannot be avoided — it is an inherent part of political speech — but it should be done consciously.
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