Framing is the application of the theory of cognitive linguistics to the communication of ideas.
Cognitive linguistics proposes that the human mind understands and processes ideas naturally by metaphor and analogy, rather than by pure logic.
The words and images we use to present an idea involuntarily trigger pre-existing models and assumptions which have a critical influence on the way the idea will be understood. We can communicate more effectively by being mindful of the language we use to present an idea – and of the metaphors that our language triggers.
A variety of framing theories and practices can be found in fields from psychology, cognitive science and linguistics to media studies, mass communications and political science. The details can differ by field, but for our purposes framing our communications means talking about social and environmental standards in specific ways – using cues that highlight specific aspects and ways of thinking.
Framing can help to define the issues we care about and, consequently, help to define possible solutions.
In this project we used this insight to develop tools to help practitioners communicate the value of social and environmental standards to key audiences, clearly and effectively.
To see framing in action, check out the demonstration site Sustainability Standards 101.
