practical cases for framing application
DESCRIPTION
Universe of reference Re-framingTRANSCRIPT
Framing ApplicationImmigration
The representation of inmigration in Spanish media*
Who? 49% men; 9% women
How many? 47% group pictures
Where? 23% street; 6% pateras
How? 12% handcuffed
*Muñiz, C.; Igartua, J.J. y Otero, J.A. (2006). “Imágenes de la inmigración a través de la prensa. Un
análisis de contenido”. Comunicación y Sociedad. Vol. XIX (1):103-128.
Framing ApplicationStructural Metaphors. Immigration
Two Metaphors to Make Sense of Immigration
Immigration = Natural Disaster
Immigration = Disease
Framing ApplicationStructural Metaphors. Immigration = Natural Disaster
Framing ApplicationStructural Metaphors. Immigration = Natural Disaster
Avalancha de inmigrantes en Valencia para llevarse gratis a casa más de 500 kilos de pescado (Alertadigital.com, 26/03/2011)
La avalancha de inmigrantes obliga a sanidad a gastar 300.000 euros en traducción sólo en Madrid (Mundodigital.com, 01/07/2009)
Prosigue la oleada de pateras a la península (Europapress, 03/10/2010)
Prosigue el aluvión de 'sin papeles' sobre Canarias (Diario de Cádiz, 01/04/2011)
Nueva oleada de inmigrantes en 2015 (La Razón, 31/03/2011)
Una marea de inmigrantes desborda los centros de acogida de Canarias (Diario de Córdoba, 01/04/2011)
Framing ApplicationStructural Metaphors. Immigration = Disease
From “Diseases sent by God” to “Diseases sent by foreign countries”
Framing ApplicationStructural Metaphors. Immigration = Disease
In Hitler's opinion the world is an ill body
causesTHE JEWS
illnessRACIAL TUBERCULOSIS OF THE NATIONS
therapyGENOCIDE
Framing ApplicationStructural Metaphors. Immigration = Disease
COUNTRY OR CITY NAME THE SYPHILIS WAS KNOWN AS (Around 1500 AD)
ITALY Morbus Gallicus, French disease
ENGLAND Frenx pox
FRANCE Morbus Germanicus
FLORENCE Naples sickness
JAPAN Chinese disease
EUROPE AS A WHOLE New World disease
AIDS and Its Metaphors (1989). Susan Sontag: “there is a link between imagining disease and imagining foreignness. It lies perhaps in the very concept of wrong, which is archaically identical with the non-us, the alien”
Framing ApplicationStructural Metaphors. Immigration = Disease
AIDS origin as told by the USA: tropical disease
Framing ApplicationStructural Metaphors. Immigration = Disease
AIDS origin as told by Africa: CIA virus (sponsored by KGB)
Framing ApplicationStructural Metaphors. Immigration = Disease
Emigration 19.000.000 links on Google
Immigration 259.000.000 links on Google
Is every immigrant an emigrant?
Framing ApplicationStructural Metaphors. Virginity = Gift
“Women's virginity is 'a precious gift' that should not be given away lightly” says Tony Abbott (Herald Sun, 26/01/2010)
VIRGINITY = valuable objectVirginity IS AN OBJECT something, so we frame it in terms of a LOSS
“I lost my virginity” “a precious gift” “not to be given away”
Instead of,
VIRGINITY = lack of experienceVirginity IS NOTHING so we frame it in terms of NOT-DOING
Framing ApplicationRe-framing. Oslo and how to reflect democratic values
Framing ApplicationRe-framing. The contest for the best car, reframed
Framing ApplicationRe-framing. The contest for the best car, reframed
Madrid 2016 Olympic bid
Albert II, Prince of Monaco:
“London will host the 2012 Olympic Games in Europe. Shouldn't we allow a continent rotation?”
Madrid 2016 Olympic bid
Gallardón, Mayor of Madrid:
“Hemos tenido unos fantásticos Juegos Olímpicos en China, unos Juegos asiáticos; los próximos serán en Londres, serán anglosajones; y en 2016 tocan unos Juegos latinos.
La rotación del siglo XXI no puede ser geográfica, sino cultural”
Framing ApplicationRe-framing. What is the meaning of the veil?
What did it mean hundreds of years ago to wear a ring, a necklace, una esclava, a bracelet, an ankle bracelet or an earring?
Framing ApplicationRe-framing. What is the meaning of the veil?
We know the veil (as rings, necklaces, etc.) was/is a symbol of power of men over women. We did not ban veils, we re-framed them.
Framing ApplicationRe-framing. Cheap High-End or Luxury Low-End
20€ Mariscada
20€ Burger
Framing ApplicationRe-framing. A persuasive frame for a 28 year-old university teacher?
Frame to reject
ExperienceProfessional SkillsLong career
I could fight within this frame by...Wearing briefcase, glasses, suit, tieSpeak ostentatiously
InexperiencedYoung
Old, antiqueNot aware of the changing worldTheorist, not practical
Passion, IllusionApproachable, warmEasy to communicate withModern, state-of-the-artDigital Native
Frame to promote
McDonald's
Framing ApplicationRe-framing. The Gift as a persuasive discourse
Kid's point of view Mum's point of view
Framing ApplicationRe-framing. The Gift as a persuasive discourse
Kate and Anna are best friends
Kate's mother, who is currently unemployed, wonders: What should I get Anna for her 14th birthday?
Framing ApplicationRe-framing. The Gift as a persuasive discourse
0€
5€
10€
20€
50€
100€
Hand-made, home-made
Books, cds, socks...
Try again
Tickets for a concert, clothes...
Shoes, smartbox...
Electronic device...
Marketing Communication Objectives:
“I don't wanna look stingy but I'm on a tight budget. Besides, I don't even like Anna, she's such a bad influence for Kate. I need to buy the most expensive looking gift with the lowest price”
Kate's mother's thinking
Framing ApplicationRe-framing. The Gift as a persuasive discourse Kate's mother's
thinking
500€ iphone 400€ iphone (but still an iphone)
200€ iphone (but still an iphone)
200€ galaxy (not an iphone anymore)
100€ galaxy (but still a galaxy)
100€ nokia (not a galaxy anymore)
60€ nokia (but still a nokia)
60€ book (but still a book)
20€ book
200€+ 100€+ 60€+
200€+ 100€+ 60€+
Framing ApplicationRe-framing. The Gift as a persuasive discourse
0€5€
10€
20€
50€100€
Kate's mother's thinking
Hand-made, home-made
Books, cds, socks...Try again
Shoes, smartbox...Electronic device...
...but what about doing just
the opposite?Papabbuble
When a new product comes out, what happens to the old one?
Framing ApplicationRe-naming. Classic and Original instead of old
Framing ApplicationUniverse of Reference. Two ways of conceptualizing dreams
Goal-dream frame
Sleeping-dream frame
realist non-realist
realist surrealist
Framing ApplicationUniverse of Reference. Two ways of conceptualizing dreams
Framing ApplicationUniverse of Reference. The American dream
Framing ApplicationUniverse of Reference. The lottery
CHRISTMAS LOTTERY:● Tradition● Passive behavior: fortune● Solidarity, family, compassion, sharing● Fear of being left behind (75% of Spaniards play the lotto)
Euromillón, weekly games...● Fun, adventure, joy of playing● Active behavior, knowledge● Becoming a millionaire● Desire of playing
California UK
Spain (not Christmas)Spain (Christmas)
Framing ApplicationIssue Frames. Referendum
Who's got the lead in a referendum consultation?
The one who makes the question
Why?
1. He constructs the frame via the question
2. He always represents the “yes” answer
Framing ApplicationAnimals and meat
Framing ApplicationAnimals and meat
Framing ApplicationAnimals become meat
How do we approach to dead animals?
Pig Pork Cow Beef Sheep Lamb Pez Pescado Gallina Pollo
Framing ApplicationSalad?
Framing ApplicationPresumption of innocence
Weapons of mass destruction in Iraq
Francisco Camp's trial
Framing ApplicationBottled water: countable and uncountable
The Hour (BBC, 2011)
Framing ApplicationBottled water
The Story of Bottled Water (2010):
La venta de refrescos toca techo y nos preguntamos:¿Qué más podemos vender?
Algo que ya tienen gratis
Estrategia:
a) meternos miedob) seducirnosc) darnos información engañosa
Who Needs it (2008, Panorama, BBC):
- No hay distinción de sabor para los catadores
- No hay distinción para la salud