What’s the meaning of…?
To do good strategic public relations and press work, we all need to know what we are talking about. What does framing mean when I am talking about creating a message? Here you will find a quick and easy definition of technical terms.
Framing as a communication tool
The term “framing” refers to the decisions we make to package what we want to say: what we emphasize, what metaphors we use, what values we want to convey. It shapes the story we tell and what is important, but also what we leave out of that story.
Framing is important. Countless studies dealing with the communication of information show that the way we frame our communication can have a major influence on how people think – and act.
Our opponents are very good at framing issues. Example: Instead of calling the Last Generation by name, the Springer publishing house started out by labeling the activists as “climate glue”. Instead of using the title of the Heat Transition Act, the tabloid Bild spoke only of the “heating hammer”.
Narrative
The word narrative is widely used in the fields of media and public relations, but also in politics and history.
When we talk about a narrative, we usually mean a grand story. We could also say an interpretation of the world from a particular perspective. The aim of a narrative is to present a context of meaning and values. For example, the dishwasher’s chance to become a millionaire (USA).
As leftists, we want to develop narratives in our campaigns, resistances and demonstrations to show our perspective on current social conflicts. In our narratives, we want to combine our critique of the status quo with perspectives for change – it’s about telling our story.
Key message
… more coming soon
The persuadables
… more coming soon
Grassroots movements
… more coming soon
Intersectional
… more coming soon