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In the previous two examples,
we have come across two denials:

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the minister does not hand out fish,
and the road authority does not lack expertise.

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The American linguist George Lakoff often
refers to a mechanism that is as powerful

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as it is simple:

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“When we negate a frame,
we evoke the frame.”

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Denial often serves as confirmation.

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Consider the following example.

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Here is the French Prime Minister visiting
his Dutch counterpart to discuss the state

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of the European economy.

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He makes a statement
first in Dutch,

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to please his host,
and then in French:

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Frankrijk is niet de zieke man van Europa.

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La France n’est pas l’homme malade de
l’Europe.

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“France is not the sick man of Europe.”

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Many European politicians see France as a
country unable to control its budget deficit.

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As the sick man of Europe
which is a frame.

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By negating this frame,
the prime minister activates it,

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evokes it,
reminds us that there is something wrong with

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France.

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We associate “France” with a “sick man.”

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We may even think,
why does the French prime minister say this?

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Why does he emphasize that France is NOT the
sick man of Europe?

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“Where there is smoke there is fire”.

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In Early 2015,
there was a terrorist attack in Denmark.

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The Prime minister of Denmark,
Helle Thorning-Schmidt says this:

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‘This is 
not a war between Islam and the West”.

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“This is not a war between Muslims and non-Muslims”.

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Probably,
she wants to take the wind out of our critics'

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sails,
her critics whose frame says that Islam is

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the root cause of attacks like these.

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But when we negate our critics’ frame,
we evoke their frame

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the prime minister takes the risk of activating
her critics frame.

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Perhaps this is a much more powerful message:

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Don’t Think of an Elephant is the title
of a well-known book on framing by George

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Lakoff.

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“Don’t think of an elephant” is an instruction
that is impossible to carry out.

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In order to remember not to think of an elephant,
you have to think of an elephant.

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The negation evokes an image in your mind.

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What should you do in a debate if you notice
that your opponent is using a frame and you

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know that you shouldn’t step into that frame?

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You have to reframe.

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When framing is countered with reframing,
a game emerges

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the game of framing and reframing.

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This game has certain patterns,
which we will explore starting with the next episode.