A Failure to Communicate
Lakoff described frames as metaphors and conceptual frameworks that we use to interpret and understand the world. They give meaning to the words we hear more than the other way around, because words don’t have objective meanings independent of these metaphors. Frames are structures of thought that we all use every day to determine meaning in our lives; frames govern how we act. They are ultimately a blend of feelings, values and data related to how we see the world.
James Hoggan is president of the PR firm Hoggan & Associates and chair of the David Suzuki Foundation board. A tireless advocate for ethics and integrity in public relations, he founded the influential website DeSmogBlog to expose misinformation campaigns that pollute public debate around climate change and the environment. He has advised a wide range of organizations, governments, universities and corporations, and is a sought-after speaker around North America and Europe. Hoggan has chaired and served on numerous national and international boards and advisory committees including the Four Great Rivers Society and Shell Global’s External Review Committee. He is the author of Climate Cover-Up and Do the Right Thing: PR Tips for a Skeptical Public.