By George Lakoff and Elisabeth Wehling

Framing is (or should be) about moral values, deep truths, and the policies that flow from them.
As of their kickoff speeches in Ohio, Romney and Obama have both chosen economics as their major campaign theme. And thus the question of how they frame the economy will be crucial throughout the campaign. Their two speeches could not be more different.

Where Romney talks morality (conservative style), Obama mainly talks policy. Where Romney reframes Obama, Obama does not reframe Romney. In fact, he reinforces Romney’s frames in the first part of his speech by repeating Romney’s language word for word – without spelling out his own values explicitly.

Where Romney’s framing is moral, simple and straightforward, Obama’s is policy-oriented, filled with numbers, details, and so many proposals that they challenge ordinary understanding.

Where Obama talks mainly about economic fairness, Romney reframes it as economic freedom.
Here’s a discussion of Obama’s speech.

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By George Lakoff and Elisabeth Wehling

In his June 11, 2012 op-ed in the New York Times, Paul Krugman goes beyond economic analysis to bring up the morality and the conceptual framing that determines economic policy. He speaks of “the people the economy is supposed to serve” — “the unemployed,” and “workers”– and “the mentality that sees economic pain as somehow redeeming.”

Krugman is right to bring these matters up. Markets are not provided by nature. They are constructed — by laws, rules, and institutions. All of these have moral bases of one sort or another. Hence, all markets are moral, according to someone’s sense of morality. The only question is, Whose morality? In contemporary America, it is conservative versus progressive morality that governs forms of economic policy. The systems of morality behind economic policies need to be discussed.

Most Democrats, consciously or mostly unconsciously, use a moral view deriving from an idealized notion of nurturant parenting, a morality based on caring about their fellow citizens, and acting responsibly both for themselves and others with what President Obama has called “an ethic of excellence” — doing one’s best not just for oneself, but for one’s family, community, and country, and for the world. Government on this view has two moral missions: to protect and empower everyone equally.

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By George Lakoff and Elisabeth Wehling

In taking over the framing of just about every major issue, conservatives have hidden major truths. Democrats need to speak those truths from their own moral perspective. To show how, we have just published The Little Blue Book: The Essential Guide for Thinking and Talking Democratic. Here is how the book applies to the Wisconsin Recall:

The Wisconsin recall vote should be put in a larger context. What happened in Wisconsin started well before Scott Walker became governor and will continue as long as progressives let it continue. The general issues transcend unions, teachers, pensions, deficits, and even wealthy conservatives and Citizens United.
Where progressives argued policy — the right to collective bargaining and the importance of public education — conservatives argued morality from their perspective, and many working people who shared their moral views voted with them and against their own interests. Why? Because morality is central to identity, and hence trumps policy.

Progressive morality fits a nurturant family: parents are equal, the values are empathy, responsibility for oneself and others, and cooperation. That is taught to children. Parents protect and empower their children, and listen to them. Authority comes through an ethic of excellence and living by what you say, rather than by enforcing rules.

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By George Lakoff

I was asked weeks ago by some in the Occupy Wall Street movement to make suggestions for how to frame the movement. I have hesitated so far, because I think the movement should be framing itself. It’s a general principle: Unless you frame yourself, others will frame you — the media, your enemies, your competitors, your well-meaning friends. I have so far hesitated to offer suggestions. But the movement appears to maturing and entering a critical time when small framing errors could have large negative consequences. So I thought it might be helpful to accept the invitation and start a discussion of how the movement might think about framing itself.

About framing: It’s normal. Everybody engages in it all the time. Frames are just structures of thought that we use every day. All words in all languages are defined in terms of frame-circuits in the brain. But, ultimately, framing is about ideas, about how we see the world, which determines how we act.

In politics, frames are part of competing moral systems that are used in political discourse and in charting political action. In short, framing is a moral enterprise: it says what the character of a movement is. All politics is moral. Political figures and movements always make policy recommendations claiming they are the right things to do. No political figure ever says, do what I say because it’s wrong! Or because it doesn’t matter! Some moral principles or other lie behind every political policy agenda.

Two Moral Framing Systems in Politics

Conservatives have figured out their moral basis and you see it on Wall Street: It includes: The primacy of self-interest. Individual responsibility, but not social responsibility. Hierarchical authority based on wealth or other forms of power. A moral hierarchy of who is “deserving,” defined by success. And the highest principle is the primacy of this moral system itself, which goes beyond Wall Street and the economy to other arenas: family life, social life, religion, foreign policy, and especially government. Conservative “democracy” is seen as a system of governance and elections that fits this model.
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By George Lakoff and Glenn W. Smith

Democracy, in the American tradition, has been defined by a simple morality: We Americans care about our fellow citizens, we act on that care and build trust, and we do our best not just for ourselves, our families, and our friends and neighbors, but for our country, for each other, for people we have never seen and never will see.

American Democracy has, over our history, called upon citizens to share an equal responsibility to work together to secure a safe and prosperous future for their families and nation. This is the central work of our democracy and it is a public enterprise. This, the American Dream, is the dream of a functioning democracy.

Public refers to people, acting together to provide what we all depend on: roads and bridges, public buildings and parks, a system of education, a strong economic system, a system of law and order with a fair and effective judiciary, dams, sewers, and a power grid, agencies to monitor disease, weather, food safety, clean air and water, and on and on. That is what we, as a people who care about each other, have given to each other.

Only a free people can take up the necessary tasks, and only a people who trust and care for one another can get the job done. The American Dream is built upon mutual care and trust.

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Democrats of all stripes have been so focused on details of policy that they have surrendered public political discourse to conservatives, and with it the key to the nation’s future.

Materialist Perspectives

The differences between Democratic progressives and the president over the tax deal the president has made with Republicans is being argued from a materialist perspective. That perspective is real. It matters who gets how much money and how our money is spent.

But what is being ignored is that the answer to material policy questions depends on how Americans understand the issues, that is, on how the issues are realized in the brains of our citizens. Such understanding is what determines political support or lack of it in all its forms, from voting to donations to political pressure to what is said in the media.

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For a comprehensive list of George’s past online articles, please see All George’s Writings, located under the Books and Writings tab above.