Framing

Framing is an interesting concept and as George Lakoff states, it is “the most ordinary thing I do”.  However, because it is so ordinary, I did not recognize or understand “framing” until now.  I define framing as a series of thoughts, experiences, filters and stereotypes that individuals draw from to quickly process information.  Framing is to some degree thoughtless and automatic.  It is similar to an actual physical picture frame.  I recently witnessed the purchase of a portrait by my parents.  The portrait was painted by a French artist who seemed to capture two wine bottles on a canvass in an extraordinary way that caught my mother’s attention.  After the purchase of the portrait my parents went to a local merchant to get the portrait framed.  My mother loved the frame as much as she loved the portrait and actually seemed to love the final product (i.e. the framed portrait) even more than the two separate pieces.  It’s the whole is greater than the sum of its parts kind of thing.  However, when people comment on the finished product, they only talk about the actual portrait.  No one mentions the frame.  It’s as if the frame is invisible but I know it is the frame that is the basis for the stunning look of the portrait.  I also know that if the portrait was reframed in a less complementary frame, the comments would not be as flattering.  The language would be much different.

George Lakoff states, “Language always comes with what is called ‘framing’.  Every word is different relative to a conceptual framework”.  I saw this when viewing “The Persuaders”.  It is amazing to me the effort that is made by advertisers and politicians to break through our busy minds.  They will go to great lengths to capture just the right words to capture our attention and our dollars.  In “The Persuaders”, Mark Crispen Miller of New York University says, “Every effort to break through the clutter is more clutter”.  Therefore advertisers and politicians rely on framing to break through the clutter.  They prepare and deliver their messages based on “linguistic framing”.  They find words that will best sell products and/or issues, turning the clutter into desire.  As an artist, I now have to think about how to best turn clutter into desire. What can I do to push my art into the forefront of someone’s mind?

In “The Persuaders - Giving Us What We Want”, Nicholas Lehman, author of The Word Lab, states, “It matters what you name things”.  I was particularly intrigued with this statement and discussion.  Being a composer, vocalist and keyboard player I am always looking for the right words for my songs; words that will effortlessly capture my listeners.  I want to capture them based on the frame in which they see the world but also based on how I frame the world.   Maybe they are in need of re-framing.  Maybe my words can give them new meaning.  It’s like when Frank Luntz in “The Persuaders” talks about words that work and he gives the example of fire being used to heat your house or burn it down.  The word fire can bring up different things for different people.  As an artist, sometimes I want to bring out all of the meanings and sometimes I want to change a popular meaning with new meaning.  For example, I am adopted. Traditionally some see that as negative or something to hide.  I don’t.  I boast about being so special that my parents chose me out of the tens of thousands of children in the Foster Care system.  I boast about being blessed to be adopted and about being chosen by God for a new earthly life.  I have made adoption cool and others have now adopted children because they know me and my story.  And, people who have been adopted are speaking out more about it in a positive way because I have given the word “adoption” a positive, purposeful and powerful frame. When I hear the word adoption I smile.  It’s a word that works for me. I also was given my adopted father’s first and last names, Kenneth Marshall and can attest that it really does matter what you name things and people.  Although I am adopted, since my father is the only boy, I am the one who will carry on the family name.  Try framing that!