| Page Contents | |
| Language Intelligence | FrameWorks Institute |
Once we learn what to say, we must learn how to say it.
Getting our messages across is more effective if, instead of using just any words, we follow certain guidelines.
The following is based on Language Intelligence: Lesson on Persuasion from Jesus, Shakespeare, Lincoln, and Lady Gaga, by Joseph J. Romm (CreateSpace, North Charleston, S.C., 2012). Its 183 pages (plus endnotes) are a wealth of advice for writers.
- Use short words, one or two syllables whenever you can. (Read more.)
- Use repetition. That is, when speaking or writing, repeat your key words, phrases, and ideas. (Read more.)
- Use metaphors. (Read more.)
- Use extended metaphors. Rather than single pictures, these are narratives rich with elaborated metaphors.
- There are figures of speech called "figures of seduction" that are intended to manipulate, to deceive, to cause us to act in ways that may harm us and others. We need to watch for these and counter them when we can.
There are many described in the book; but there’s one that’s particularly important:
Avoid using negation. (Read more.)
To create a message about an issue, we must "frame" it. That is, we must present the elements of an issue that we think best support our values—why we believe that our position is the way the issue should be resolved. (Our political opponents will emphasize different elements of the issue; that is, they will frame it differently.)
The following is based on "Framing Public Issues," by the FrameWorks Institute. It's available as a free download in Adobe PDF format.
To frame an issue, all of the following elements described in the downloaded document should be taken into account (number in parentheses is the page number in the downloaded document):
- Context (PG.16)
- Metaphors (and Simplifying Models) (PG.26)
- Messenger (PG.22)
- Numbers (PG.19)
- Tone (PG.29)
- Visuals (PG.24)