Frame Finding is a running series that breaks down how public figures, brands, and institutions shape perception through strategic language. Each post analyzes a real-world example—usually a quote in the news—and reveals the frame being used to steer emotion, attention, or belief.
We’re not here to fact-check or take sides. We’re here to observe the how behind the message:
This is for anyone who wants to say things more clearly—and see through the noise more easily.
Dr. Mehmet Oz reframes a policy question on Meet the Press Now by shifting from “how much” to “how well.” The move turns a budget debate into a systems-thinking conversation — a classic Question Shift Frame.
Analogies clarify by shifting perspective. Their power comes from contrast—showing how something familiar can reframe the stakes and reveal a deeper truth.
Phillip Swagel defuses criticism of the CBO by framing it as routine. By grounding the process in statute and saying it’s “just part of the process,” he taps into normalcy bias—reassuring the audience that nothing unusual is happening.
Dr. Murthy doesn’t just warn about social media, he compares it to putting kids in cars with no seat belts. This powerful analogy pairs with contrast to make the risk vivid, emotional, and urgent
When asked if AI threatens Accenture’s business model, CEO Julie Sweet responded with a staggering contrast: from $300 million to $2.6 billion in GenAI sales in just six months. Instead of defending against disruption, she framed it as proof that Accenture leads through every tech wave—and AI is no different.
Apple didn’t lead with strength—but they recovered. In this WSJ interview, they turned a delayed Siri rollout into a principled decision by shifting from defensive excuses to a long-term, quality-first AI vision.
DHS Secretary Kristi Noem redirects a question about law enforcement levels by highlighting past violence and blaming Governor Newsom—an example of red herring and emotional framing at work.
Gov. Gavin Newsom uses contrast, consensus, and vivid emotional examples to frame mass deportations as a betrayal of American norms—turning a policy dispute into a threat to democratic values.
In response to Gov. Newsom’s warning that the National Guard would escalate tensions in Los Angeles, Sen. James Lankford reframed the move as de-escalation—arguing that history shows chaos follows when leaders wait too long.
Senator Tim Kaine accepts the premise that Trump’s tariff plan reduces the deficit—but reframes it by exposing the cost. He uses a metaphor and a regressive tax analogy to show the burden is shifted onto everyday Americans. The result? A powerful negative frame: deficit reduction comes at a price.