Reframing the message…. Trump is the best!

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spin

The following is taken from an article by George Lakoff on how Donald Trump uses language to change minds….. Lakoff writes:

Any unscrupulous, effective salesman knows how to get you to buy what he is selling. 

Most thought — an estimated 98 percent of thought is unconscious. Unconscious thought works by certain basic mechanisms. Trump uses them instinctively to turn people’s brains toward what he wants: Absolute authority, money, power, celebrity.

The mechanisms are:

1. Repetition. Words are neurally linked to the circuits that determine their meaning. The more a word is heard, the more the circuit is activated and the stronger it gets, and so the easier it is to fire again. Trump repeats. Win. Win, Win. We’re gonna win so much you’ll get tired of winning.

2. Framing: Crooked Hillary. Framing Hillary as purposely and knowingly committing crimes for her own benefit, which is what a crook does. Repeating makes many people unconsciously think of her that way, even though she has been found to have been honest and legal by thorough studies by the right-wing Bengazi committee (which found nothing) and the FBI (which found nothing to charge her with, except missing the mark ‘(C)’ in the body of 3 out of 110,000 emails). Yet the framing is working.

3. Well-known examples: When a well-publicized disaster happens, the coverage activates the framing of it over and over, strengthening it, and increasing the probability that the framing will occur easily with high probability. Repeating examples of shootings by Muslims, African-Americans, and Latinos raises fears that it could happen to you and your community — despite the miniscule actual probability. Trump uses this to create fear. Fear tends to activate desire for a strong strict father — namely, Trump.

4. Grammar: Radical Islamic terrorists: “Radical” puts Muslims on a linear scale and “terrorists” imposes a frame on the scale, suggesting that terrorism is built into the religion itself. The grammar suggests that there is something about Islam that has terrorism inherent in it. Imagine calling the Charleston gunman a “radical Republican terrorist.”  Trump is aware of this to at least some extent. As he said to Tony Schwartz, the ghost-writer who wrote The Art of the Deal for him, “I call it truthful hyperbole. It’s an innocent form of exaggeration — and it’s a very effective form of promotion.”


NOTE: Reframing is an effective means of communication.  However Lakoff claims that unless it is honest, it will always be self-defeating in the long run.  The problem is that politics is a short-term game that has long term impacts.  Political “spin” is a form of dishonest reframing that works….. as long as we fall for it!

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