This essay is focused on political decision-making, specifically with regards to how the Obama campaign should frame McCain, but I find its arguments applicable in general:
But post-Palin, the Obama-Biden campaign seems to have become the Gore-Kerry-Hillary campaign. They are running on 18th Century theory of Enlightenment reason: If you just tell people the facts, they will follow their self-interest and reason to the right conclusion. What contemporary cognitive scientists have discovered (See my new book, The Political Mind: Why You Can’t Understand 21st Century Politics with an 18th Century Brain), and what Republican marketers have known for decades, is that the Enlightenment theory of reason doesn’t describe how people actually work. People think primarily in terms of cultural narratives, stereotypes, frames, and metaphors. That is real reason.
For me, these insights offer a potential way through stubborn beliefs many hold regarding health, medicine and science. I think there are a lot of lessons to be learned from the political successes of Republicans in the last couple of decades – and especially in the last eight years.
There’s more good stuff here:
Taxation is not an affliction. Tax cuts will not create jobs. These are facts, but stating them as we just did just reinforces conservative frames. The right framing for the truth must be available and used for the truth be heard.
If the truth doesn’t fit the existing frame, the frame will stay in place and the truth will dissipate.
It takes time and a lot of repetition for frames to become entrenched in the very synapses of people’s brains. Moreover, they have to fit together in an overall coherent way for them to make sense.
Effective framing on a single issue must be both right and sensible. That is, it must fit into a system of frames (to be sensible) and must fit one’s moral worldview (to be right).
(Thanks to homunculus.)