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Chapter 11 Using Your Words to Influence... > Framing: Master the Language of Infl...

Framing: Master the Language of Influence

It’s not enough, however, simply to stir the emotions of your audience if you want to influence them; instead you have to shape their emotions to direct them to your preferred outcome.

That’s where framing comes into play. The skill of framing is critical in the tool chest of anyone looking to influence others because people automatically look to assign meaning to the communication signals they perceive around them. And to frame strategically is to manage the meaning people take away.

When we attempt to frame an issue, we carefully choose our words in a way that focuses attention on a particular meaning—the one we want to convey—among several possible meanings. The facts are spiffed up, dressed up in partisan clothes, and lined up as part of the consideration.


  

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