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Welcome to this MOOC about Framing and thank
you for joining us!

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In this first episode,
we will show you the main characteristics

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of a frame.

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Let’s start with an example.

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In many countries,
there is a public debate about development aid.

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Should rich countries give aid to poor countries?

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There are parties – usually on the right
of the political spectrum – that are against

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giving development aid.

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They use a number of arguments,
and their frame is:

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Don’t give a poor man a fish;
teach him how to fish.

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The first thing that strikes you about this
message is that it is powerful and simple.

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Not simplistic,
but simple.

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If a message is powerful and simple,
we remember it.

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It is “sticky.” Good frames “stick.”

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Most people would agree that it is better

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to teach a poor man how to fish.

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This brings us to the second characteristic
of a good frame.

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A good frame has a high level of common sense.

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A good frame is one that you agree with intuitively.

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Take the following example.

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A politician could say that he is “tough
on crime.” It is a “sticky” message.

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It is also a message that we can all agree
with.

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Of course you should be tough on crime.

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Even if you are convinced that people are
not inherently criminal but become so –due

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to poverty or a lack of education – you
can still agree with this frame.

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It is also close to impossible to argue the
opposite view,

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namely that we should not be tough on crime.

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A good frame activates a train of thought.

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It is “sticky,” and people agree with
it intuitively.

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So the next question is:
who on earth still uses taxpayers’ money

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to hand out fish to the poor?

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Who are this politicians and what type of
people are they?

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Take a look at the following video.

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‘I have a clear message for the people of
this country.

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I am tough on crime.

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I have always been tough on crime.

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And I will be tough on crime in the future.’

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A politician who claims that he is tough on

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crime is clearly suggesting that his opponents
are not.

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He is suggesting that they are soft on crime.

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This brings us to the third characteristic
of a good frame.

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A good frame has a “villain” – someone
who does not do what is intuitively right,

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who hands out fish or who is not tough on
crime.