Highlights - DAVID FENTON - Author of The Activist’s Media Handbook: Lessons From 50 Years as a Progressive Agitator

"The linguists and the cognitive scientists have established that as you're exposed to language from childhood and over your lifetime, it forms literal circuits in your brain. They call them frames. So in order to communicate successfully with people, the best way is to use language that activates existing frames. So for example, when I say we need to get to net zero by 2050, nobody knows what I'm talking about. There's no existing circuitry to process that language. What the hell is net zero? Is that less than zero? Now, if I say we have to stop pollution because pollution is heating the planet, we've formed a blanket of pollution around the earth that is trapping heat that used to go back out to space. And then everybody knows what I'm talking about because they know what pollution is. That's an existing mental frame. And by the way, no one will defend pollution. You won't find anyone that thinks pollution is a good thing. So it's a universally negative frame in all languages. And then when I say it's like a blanket around the earth, there's another existing mental frame. Everybody knows what a blanket is and how it works. It traps your body heat so you don't get cold. So that's what we're doing to the earth. And yes, all that trapped heat energy on Earth has to go somewhere. So it goes to create stronger storms and droughts and floods and melts the ice."