CHAPTER 10FRAMING

Every word evokes a frame.

— GEORGE LAKOFF

With startling regularity, every month or two someone will call in to my radio program with a very specific story about why they oppose gun control. The story nearly always goes like this:

A friend of mine was shopping at the supermarket, and when she came back from shopping she found a Black guy (it’s always a Black guy) trying to break into her car. As she walked up to her car, he pulled a knife on her. Fortunately, she always carries her gun with her. She pulled her gun out of her purse and he ran away. That’s why we need guns.

That’s a very powerful story. So every time I hear it, I say, “Wow, that’s a powerful story. Tell me more. Who is your friend?” And the caller will say, “Well, ...

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