How to Choose Words That Frame Other People’s Opinions

“The major mistake Nixon made was in his framing. By saying the word ‘crook,’ he evoked an image, experience, or knowledge associated with crook in the minds of everyone watching. Even by negating a frame–like Nixon was doing–framing is so influential that the frame first gets activated, then becomes stronger.”

Words matter.

Fast Company uses political rhetoric to show how tiny changes in words can have a big impact on people’s opinions.

It breaks down the concept of framing and demonstrates how big a difference there is between describing something as having a “95% effective rate” as opposed to a “5% failure rate” for example.

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