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Framing: More Than A Message — Longview Institute -
July 2, 2012
KEQUOTE: "So here is the task we face. We need to think about an overall “progressive story” that creates a context for programs and polices that can make a difference. We need to have “Korten” stories rooted in “Lakoff” Level 1 values and principles that can be the context for an elaboration of social policies and programs (Level 3) that are fairer, provide more opportunity, protect the environment, and advance the larger cause of a socially just society. This is really the core of the Rockridge mission—moving new stories to the center of public discourse and providing frames that “conduct” the power of the stories. I haven’t talked about messages here because messages are really part of the problem—the focus on finding a message minimizes the substantial and legitimate size of the challenge we face. It creates an expectation that the challenge is mostly just how to arrange the words. Framing is more than just a message. It represents a conceptual system in which major issu -
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