ABSTRACT
Mental frames are so much part of our understanding of the world that most of us are not aware of the frames we are using. A person from another culture may have a different frame, or filters, so they do not read the situation in the same way. Natural frames that help us navigate the physical world, such as an ability to read the sky for weather or to know that something looks heavy. These neutral frames are neither good nor bad. Social frames that we learn through our interactions with other people as we are nurtured, flattered, threatened, and so forth. Our successes and failures will help us develop this sort of frame. It seems that the framing game is often won by those who would exploit the planet for profit rather than by those who wish to manage it sustainably. George Lakoff claims that in the US, the Republicans are the ones who really understand framing.
