In our workshops we identify core liberal and conservative values, but there are values both sides share, such as liberty, responsibility and freedom. However what appears to be agreement is not. Each side has a different understanding of these terms; the same word lights up different frames in the conservative brain than it does in the liberal brain.
These “contested frames” need extra scrutiny before you frame your messages. George Lakoff, in this excerpt from Don’t Think of an Elephant, shows how. This excerpt is an interesting tour through the many facets of a single word. All are frames we and most other people share in their brains. The freedom frame can be used in many ways that allow us to reclaim it as our own.
(We highly recommend Don’t Think of an Elephant for a foundational understanding of framing.)