A note on framing in turbulent times
Photo by Rob Curran on Unsplash
Nat Kendall-Taylor
CEO
FrameWorks Institute
@natkendall-taylor
Communicating right now is fraught. A lot of people are looking for answers and I wish I had them. But like you, my colleagues and I at FrameWorks are trying to figure out what is going on, what it means, and how we can best play our role in defending and advancing social justice.
While there is a lot of swirling uncertainty, there are things we do know. Much of the current context is new, but many of the core tenets of framing and narrative hold and can be helpful.
Over the past 25 years, the science of framing has given us tried-and-true principles that can anchor our communications even—and maybe especially—when things feel unstable. Frames are themes, not scripts or magic words, and although our scripts may have to change, our frames—the foundational principles on which we communicate—must not.
Proven frames can help us craft messages that cut through confusion and clarify what’s at stake in the short term, while also creating deeper shifts in understanding that take place over time. Even when it feels like the ground is shifting beneath us, many of the fundamental ways people make sense of the world endure—and that’s something we can work with.
Here are some principles that can help keep us centered and communicating in concert:
The cultural mindsets we use to make sense of the world are persistent and durable and can be navigated using consistent framing. Frame messages around shared, enduring values—things like fairness, solidarity, and interdependence—to ground your message and connect across divides.
In confusing and chaotic times, clear solutions and forward-looking narratives about the change and future we want to see can cut through noise and sustain engagement. Use clear language and consistently highlight solutions and what it will take to put them in place.
Many justice-related terms (like “structural racism,” “systemic barriers,” and “equity”) aren’t widely understood. And while these have become politically loaded and coded, the ideas behind them are widely and strongly endorsed by a surprising number of people living in this country. Shift from technical terms and jargon to concrete explanations that help people see how policies and institutions shape outcomes, why change benefits us all, and the role of agency and power in making change.
Reactive and defensive communications amplify opponents’ frames and activate divisive and politically charged responses. Don’t rebut; reframe. Stay proactive—lead with your values and solutions, not your critics’ arguments.
Every communication moment is an opportunity to advance our long-term vision for the world and the actions necessary to get there. There is a well of knowledge that we can draw on to help frame our messages for the "now" and the "later," which is an important part of building a healthier, more just future.
Take care, be safe, and let’s communicate together.
