Frames aren’t just a tactic. Frames go to the heart of what marketing is today. If you’re unable to tack your idea onto a person’s worldview, then that idea will be ignored. File sharing is different from stealing. A picture of Houston’s polluted waters and dead birds is just as accurate as one of Houston’s skyscrapers and busy shopping malls, but they tell very different stories to very different people. Firearm safety is different from banning handguns, but both phrases are used to advance political agendas.
