For communicators, and for politicians George Lukoff introduces the concept of "framing".
"George Lukoff is professor of linguistics and cognitive science at the University of California Berkeley, is a specialist in the technique of 'framing,' a communication tool that creates a 'frame' for a message that defines the terms of the debate.
The above quote is from an interview with him on AlterNet. The concept of "framing" is direcly relevant to political science, but after I read the above article, I concluded that the concept has broader implications. I think it is worthy of considering related to broad communications planning efforts.
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