Change planning

The role of frames and framing in communication and change

Edited by Gabriele Bammer

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What are frames and framing? What roles do they play in making change happen? What are some essential principles of framing? Can framing be used to manipulate people?

This editor’s addition draws on the 2014 updated edition of George Lakoff’s classic work “Don’t think of an elephant.” Lakoff provided these ideas in the US context of the contest between progressive and conservative ideas, and here they are adapted to be more general, including highlighting issues relevant to dealing with complex problems.

What are frames?

There is no simple definition of frames, with key elements including that they are embedded in neural circuits, that they are linked to morals or values, and that they are evoked by language. Lakoff highlights that:

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Change planning: Dreamer, realist, critic

Edited by Gabriele Bammer

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How can change be planned for in an effective way that creatively develops new ideas, plans the practicalities of their implementation and assesses risks?

The process described here is also referred to as Walt Disney circle, Disney creative strategy, and Disney brainstorming method, and is adapted from Nauheimer (1997).

Planning change involves four phases. The first three phases, in turn, are to 1) create new ideas, 2) plan the practicalities of their implementation and 3) assess the risks. Phase 4 is an iterative phase that reviews further input needed in each of the first three phases.

The process is conceived as involving three roles: dreamer, realist and critic. The idea of separating the process into these three roles is to ensure that each is fully considered without interference from the others. For instance the aim is to allow the creative ideas to be fully developed, without being stymied by criticism. One person or a group could take all three roles in turn or different people could take different roles. What is important is that all three roles are fully brought into play.

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