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“I’ve often noticed that we are not able to look at what we have in front of us, unless it’s inside a frame.”
Abbas Kiarostami
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‘To work in the world, one needs to know how the world works.”
Zygmunt Baumann
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I’ve written about framing in a variety of ways. Navigating invented boundaries to framing is 90% of success. Today I will suggest the more uncertain, the more confusing, the world is, the more we will craft a frame that “explains” it all to us. This is a different frame, and framing, than I have explained in the past. In this framing instead of crafting a frame to provide clarity of reality, we instead craft a frame to explain what we believe is reality.
Which leads me to the framing effect. 
Framing effects occur when people give different answers to structurally similar problems depending on their “frame” (Kahneman). This self-crafted frame is crafted by our biases, intuitions and “common-sense” beliefs despite how bad intuitions tend to be and how non common commonsense is and how misguided our beliefs often are. Regardless, this creates an effect where our frame makes certain logic more palatable and that affects the reasoning. We converge on our own thinking. This convergence only increases in a group dynamic. So, while the fact we frame may have all the appearances, to ourself, that we are reasoning, the truth is the decisions are almost foretold. I would be remiss if I didn’t mention LLMs here. An LLM, in today’s world, is an imprecise, precise looking, frame. We ask it a question and the computer, having gobbled up more information and knowledge than any individual human is capable of, spits out a response. We ask; it answers. And its here I bring up one of my favorite nerdiest books: The Alignment Problem by Brian Christian. It was here I saw the thought “the computer is extremely confident when it guesses.” Sometimes, not always, we ask; and it guesses an answer. But it doesn’t tell us it guessed nor does it offer any thoughts on how confident it may actually be with its answer. The good news is a new tool call Thermometer has been developed to frame some confidence levels for us. My fear is that the crappy answer machine train will be way down the tracks before Thermometer, or anything like it, is commonly used. LLM digression aside, we are our own LLM. Ponder that.
Which leads me to expectations.
Frames establish order and order creates expectations creates expectancies if not expectations. And in doing that we attain what Stuart Hall called a breach of our expectancies. In other words, we naturally order our world and anything that represents symbolic challenges makes us feel uncomfortable. Media has a significant role in this. Not only does media record resistance, but often they normalize it by placing it within an acceptable framework of meanings and symbols (even suggesting it is the majority while it is a minority view). By repositioning and recontextualizing things within society it subverts conventional thinking and legitimizes new thinking through something called “the false obviousness of everyday practice (Althusser).” I would be remiss if I didn’t point out this is framing (orderliness) to encourage disorder. The reality is that this disorder coheres into a meaningful whole. It creates a new internal structure for a subculture creating an orderliness where in each part, and person, is organically related to other parts, and peoples, and it is through the fit between them that the members themselves make sense of the world. Within these people can see their core values held and reflected. The frames, and framing, offer society coded exchanges of reciprocal messages.
“Men in bits of paper whirling in the cold wind
That blows before and after time.
TS Eliot
Which leads me to shaping.
Shaping is a version of framing, shaping is the active use a of a frame to craft a desired outcome, and how things are framed drives perceptions, attitudes, behaviors and even decisions. The problem with most framing is that in seeking understanding (or some cognitive engagement) they create a sense of ‘identical problems’ (“I have seen this before”) when, at best, you have only seen a version of this problem before. A frame tends to unite seemingly random things. Within a frame even beliefs are united. Usually in a neat fashion. Unfortunately, uniting demands dimension, perspective and inexactness which offers some uneven edges that makes thinking richer and more interesting than some smooth filed down concise recap. Shaped frames tend to emphasize ‘reciprocal messaging’ and reciprocal messaging actually restricts the addition of additional messages and stories therefore it smooths down communal thinking. Basically, frames can make reciprocal messaging an echo chamber where stories and myths thrive. I say that because restriction is often cloaked in “honing a good story.” Unfortunately, reality is always a little uneven and less restricted. That said. Effective consistency is certainly a way to ensure some things are not seen and, yet, remain connected in some way. Ponder that.
Which leads me to contagion.
The contagion rate is the fraction of the time that an encounter between an “infective” and a person effectively convinces the susceptible people enough of the story to spread it further. Many encounters may be needed before a particular person is “infected” with a narrative. Now. Contagion may seem like an odd concept when tied to framing, but hear me out. Technology has reshaped how we frame things. And technology has certainly reshaped contagion. To be clear. It is a bit naive to suggest this is a new issue. Certainly, technology has amplified some issues, but our crappiest beliefs (narrative) have thrived as narratives for quite some time. While we may never be able to explain why some narratives “go viral” and significantly influence thinking while other narratives do not, we would be wise to add some analysis of what crappy thinking clusters tend to embed self-activity thinking.
Narratives are major vectors of rapid change in culture, in social ‘vibes’, and ultimately in behavior. Spreading narratives, often many parallel narratives around a common theme, have been creating cultural change long before social media. The only difference may be, well, the framework of the model, because there is a higher contagion rate for narratives due to social media automatically directing narratives to clusters with likely interest in them (let’s call this “directed infection”). That said. An effective frame in a contagion also heightens the removal rate, the rate of forgetting or the simple decay of memories (this is actually cue-dependent forgetting). The removal rate increases because there are declining cues for the memory, i.e., a story seems less connected, less apt, or even superficially contrary to current theories and prejudices. Contagions and framing have a symbiotic relationship.
Which leads me to narratives and frames.
Narrative is a word used to describe ‘the accumulated wisdom around the best frame through which to contextualize and think about things/events.’ Narrative is the filter through which sensemaking is distilled. It is the glue that connects disparate events together to create an understandable whole. The fundamental objective of any of these attempts is to create an indelible narrative imprint increasing the value of the narrative itself. What I mean by the narrative itself is crafted typically by those in power attempting to keep their power through substories, i.e., subgroups enhance that narrative without which those in power would not be able to keep their power. Basically, they use these narratives, frames, to fuel the narrative itself; the ones they desire. This is impoartant because what seems a single society, and a meta narrative, is usually divided by multiple mesa populations with their own mesa narratives. So long as they speak the same language, figuratively not literally, they enjoy the same signals, pursue similar goals, accept the same rules and regulations, there is mesa social cohesion in a meta society. But let communication fail or let a gap of misunderstanding develop among mesa communities so that the signals, symbols, words or phrases, no longer carry a universal meaning, a gap appears where an entire narrative, or frame, can slip into and vanish. Frames create a social construct which creates ‘order.’ The rules and regulations create the boundaries of what could be called law and order which preserves a degree of order essential for the survival of the society as a whole. This ‘order’ is more social identity than it is anything else. ‘This long order are the rules that protect an individual from the depredations of others and represents a concerted defense to protect an individual from the depredations of others. All of these things happen within a larger construct of which is framed by the individual need for satisfaction through identity stimulation and security’ (Robert Ardrey). Yeah. Its actually a bit surprising, but security ranks lowest among our needs and identity highest (there is research, I just lost it). To know who you are; to achieve identity in the eyes of your social community; to sense a fulfillment of and from that identity, all meet a need. We abhor anonymity and effective framing insures a place of identity.
Which leads me to clarity (and transparency).
Frames expose evidence; real or fantasy. People love evidence. The pursuit of evidence and explanations and clarity creates an intense pleasure when we ‘find’ it. We are encouraged to believe the transparency a frame offers enables not only truth, but encourages a feeling of “how right we are.” I believe it was Georg Simmel who said “transparency prohibits fantasy from incorporating its possibilities; no reality can compensate us for their loss because fantasy is self activity that cannot be replaced in the long run by obtaining and enjoying (reality).” He is right. We may be delusional, but we like fantasy thinking because it offers the easy evidence we require. In fact. Transparency is not the holy grail, it is, in fact, lack of definition. That may sound a bit nuts but the lack of definition enables us to fit in our own little fantasies. And this is where we go back to frames. Within the frames we craft for ourselves we enable a periphery of things within which change and pleasure and possibilities to thrive. Rather than create the concise clarity within which common sensemaking can occur we enable our self-activity, self-thinking, a home to cozy up to a fire of fantasy-like thinking. I have also written a number of things on our love of fantasy thinking, but the difference here is that even with logical framing, we easily delude ourselves. So, use your frames wisely. Ponder.



Suffice it to say, 24/7 technology has challenged most of what we thought about our self-identity. In the good old days self identity was a bit easier because we had a fairly limited exposure, neighborhood/school/work/community, to images and shared experiences which led to shaping what we saw as “self”. In today’s world we are faced with an onslaught of information which we are, frankly, incapable of assimilating within our cognitive scope. And while many people discuss this in terms of stress, knowledge, decision making, today I discuss it in terms of self identity.

We could use technology to help us understand why things are as they are as well as envision ways of what we could do with our lives. But here’s the deal. The struggle ultimately resides in ‘self.’ What I mean by that is ‘the core or the center of who and what we are.’ We all strive after something which we deem good or better sort of our personal version of progress. But if we are not careful this becomes good for the self and not the greater good as in not taking into consideration the larger whole. So, unless we as individuals sort out our center, our urges, impulses, and desires in a coordinated way we are doomed to constant confusion living in a contradictory identity state. This could quite possibly be self-destructive in a technological world which is constantly trying to attack us within its own coordinated, orderly system of ideas of what it thinks we should be and who we should be. To be clear.
perspectives when she dies, wins.” That’s the self-identity game. It used to be a more simplistic “what I believe represents what I am” but with today’s technology world who I am, if you seek to have a center that holds within multiple contexts, is an accumulation of perspectives. If the industrial age encouraged a standardization of identity, technology is ripping us apart. Overcome by details and information we have become almost incapable of conceptualizing anything – including our own identity. Consequently, we have begun crafting the details of who we want to be seen as to compete in a world in which other’s identities flash before us detail by detail. Detail by detail we push out into the world and before you know it you are no longer a self – as a solid concept – but rather a bunch of details and pieces you think have some value. And this is where stories come in. Thinking conceptually may be too much of a mind bender, but having a story, or stories, is not as tough. Good stories and well-maintained identities embracing stories endure. This is actually part of the Third Wave Toffler mentioned. 2nd Wave media tightly reinforced, within stable distribution structures (major TV networks & major papers/magazines) shared world views and some semblance of common sensemaking within which an identity could comfortably reside (or, conversely, create a counter culture identity). In today’s environment worlds are created through our digital connection points, perspectives are gained through many interactions, and we need to become more comfortable projecting our identity, all facets, through this digital connectivity of almost infinite networks of other humans. The reality is technology is getting better; and worse. Technology is becoming easier to craft the identity we would like to project, but it is getting worse in that if you are not careful algorithms pick at the little gaps seeking to exploit with fear, doubt, and victimhood. Clearly, the lines have been erased between what we would have considered our self-identity and the digital worlds that represent our identity. The technological world has forced us to think of ourselves, in many ways, as content. And in some ways that is good. If our identities are content and useful content should have some substance, maybe, just maybe, by treating it like content we will make sure it is worthy of our self. Ponder.


My point of view is not shared by most others. Inevitably it seems people only want to highlight the bad and ignore the good (or possibilities). In doing so the old belief system leans in on, well, old beliefs. I am not suggesting that everything old is bad, just that it’s the wrong place to begin your thinking if you want to create something good for the future. Let me use a lecture given to West Point cadets, 
Suffice it to say technology, because it leaves nothing untouched, generates a range of problems beyond the technology sphere with some ramifications/consequences for the future.
ignore parts we don’t want. So, while the potential exists for making a collective belief possible, it just doesn’t happen. Common sensemaking is going to be difficult but at some point we need to tackle ‘halfisms versus wholisms’ so that while not everyone will ever see ‘the whole’ the fragments do not drive the narratives.
connectivity to reality (and us) so that we can maximize its benefits 24/7/365. I also believe given what I wrote we should be tripling down on technology to help us solve/resolve some of reality’s most relentless ‘wicked’ problems and issues.
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Which leads me to everyone likes to think (but not necessarily make decisions).