Sahiyo Communication Guide

Effective activism relies on telling the right story in
the right way at the right time.
What are ‘Frames’
and why do they matter?
The world around us is a diverse, complex place. Our brains have to
constantly process a flood of information that we receive through language,
images and symbols. A lot of times, new information is different or in conflict
with what is familiar to us.
So how do human brains make sense of all this? How do we organize the
world to make it easier for our brains to process?
We do this through patterns. Subconsciously, our brains interpret the
messages and information we constantly receive by organising it all into
patterns and categories based on common themes or stereotypes. Cognitive
scientists refer to these patterns as ‘Frames’ — mental structures that shape
the way we see the world.
We use framing to articulate our world views and beliefs, and inevitably,
framing becomes closely associated with language. We use words in a
language to define and communicate our ‘frames’ and beliefs, and over time,
those words evoke certain unconscious, intuitive and emotional responses
in us.
Understanding framing and its link to language is important for us as activists
if we wish to change other people’s frames or mindsets.
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