Frames are deeply ingrained in our thinking and can be difficult to change from "summary" of Don't Think of an Elephant! by George Lakoff
Frames are structures in our brains that shape the way we perceive the world. They are mental models that we use to understand, interpret, and make sense of the information around us. Frames are not just neutral containers for facts; they come with built-in values, emotions, and assumptions that influence how we think and feel about a particular issue. These frames are not easily changed or discarded because they are deeply ingrained in our thinking. They are like mental shortcuts that help us make sense of complex information quickly and efficiently. Once a frame is established, it can be difficult to shake loose, even in the face of contradictory evidence. When we encounter new information that does not fit our existing frames, our brains tend to either ignore or distort that information to make it fit. This phenomenon is known as confirmation bias, where we seek out information that confirms our existing beliefs and ignore or discount information that challenges them. Changing frames requires not just presenting new facts, but reframing the issue in a way that resonates with people's existing values and emotions. This process can be slow and difficult, as it involves challenging deeply held beliefs and emotions that are tied to our existing frames. Our brains are wired to resist change and seek out consistency, so changing frames requires patience, persistence, and repetition. It also requires appealing to people's emotions and values, as these are often more powerful drivers of behavior than facts and logic. In order to change frames effectively, it is important to understand the existing frames that people hold, as well as the values and emotions that are tied to those frames. By speaking to people's values and emotions, and reframing the issue in a way that aligns with those values, we can begin to shift their frames and open them up to new ways of thinking.
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