George Lakoff's article "Why It Matters How We Frame the Environment" discusses the importance of framing in environmental communication. He argues that our thinking is shaped by unconscious "frames" or conceptual structures, which influence how we understand and respond to environmental issues. The article highlights how language and framing can significantly affect public perception and policy decisions. Lakoff contrasts the conservative and progressive moral systems, noting that conservatives often frame environmental issues in terms of economic and market-based considerations, while progressives emphasize empathy, responsibility, and the ethic of excellence. He also discusses the role of framing in political discourse, emphasizing that effective communication requires not only accurate information but also the right frames to make it meaningful. Lakoff warns against the dangers of relying solely on slogans and words without considering the underlying frames that shape public understanding. He advocates for a more comprehensive approach to environmental communication that includes both material and cognitive aspects, emphasizing the need for long-term framing strategies and institutional change. The article underscores the complexity of environmental issues and the importance of addressing them through a holistic, frame-conscious approach to ensure effective communication and policy action.George Lakoff's article "Why It Matters How We Frame the Environment" discusses the importance of framing in environmental communication. He argues that our thinking is shaped by unconscious "frames" or conceptual structures, which influence how we understand and respond to environmental issues. The article highlights how language and framing can significantly affect public perception and policy decisions. Lakoff contrasts the conservative and progressive moral systems, noting that conservatives often frame environmental issues in terms of economic and market-based considerations, while progressives emphasize empathy, responsibility, and the ethic of excellence. He also discusses the role of framing in political discourse, emphasizing that effective communication requires not only accurate information but also the right frames to make it meaningful. Lakoff warns against the dangers of relying solely on slogans and words without considering the underlying frames that shape public understanding. He advocates for a more comprehensive approach to environmental communication that includes both material and cognitive aspects, emphasizing the need for long-term framing strategies and institutional change. The article underscores the complexity of environmental issues and the importance of addressing them through a holistic, frame-conscious approach to ensure effective communication and policy action.