It is not just what we say – how we package it makes all the difference. This tenet of neurolinguistics applies equally to everyday life as well as to academia, politics and business. The great problem is that the packaging – the framing of a message – demonstrably influences not only our thinking, but also the action itself. It is not facts, but rather frames that shape our opinions. They pull the strings of our brain and determine whether information is identified as important swept under the cognitive rug. Frames are always ideologically selective, and are activated using language. Elisabeth Wehling, one of the few scholars worldwide to study the political dimensions of framing in Berkeley, explains how framing works and what we can do about it.
Mod.: Gert Scobel