Naming And Framing Booklet
A guide for citizens about how to present potentially divisive issues in ways that promote shared and reflective judgments.Updated 8/2009.
Published on: Mar 3, 2016
Transcripts - Naming And Framing Booklet
W ORKING D RAFT REVISED
N AMING AND F RAMING
D IFFICULT I SSUES TO M AKE
S OUND D ECISIONS
A KETTERING FOUNDATION R EPORT
T HE C HALLENGES .................................................................. 1
T HE P OTENTIAL IN N AM ES AND F RAMEW ORKS ............................... 2
Not Special Techniques ........................................................................................................... 4
Discovering the Names People Use......................................................................................... 4
L AYING O UT O PTIONS FOR C OLLECTIVE A CTION ............................ 6
Anticipating Consequences...................................................................................................... 7
Identifying Actions That Citizens Can Take.............................................................................. 7
D ELIBERATING TO W ORK T HROUGH D ISAGREEMENTS ..................... 9
T HE P AYOFFS ...................................................................... 10
A Politics of Learning, Discovery, and Invention .................................................................... 11
A Greater Ability to Solve Problems ....................................................................................... 11
A Stronger, More Informed Public Voice ................................................................................ 12
A Type of Information Officeholders Need ............................................................................. 13
A Civic Education That Students Can Use Every Day ........................................................... 13
S UMMING U P ....................................................................... 14
I. When Public Deliberation Is and Isn’t Useful ...................................................................... 14
II. Substituting a Deliberative Framework for a Conventional One......................................... 15
III. Characteristics of an Effective Framing............................................................................. 16
IV. An Example of Naming and Framing ................................................................................ 17
An Issue Map ......................................................................................................................... 19
he Kettering Foundation is updating an earlier work, Framing Issues for Public
Deliberation, with this new publication, which incorporates insights from our most
recent research on how potentially divisive issues can be presented in ways that
promote shared and reflective judgments. This is a companion to another foundation publication,
We Have to Choose. Naming and Framing is for citizens who want a stronger hand in shaping
their collective future, which requires making choices about what kind of future they want.
Standing in the way of these citizens are inevitable disagreements over what the future
should be. People may recognize that what is happening to them isn’t good or right, yet not agree
over what should be done. They may even disagree over the nature of the problem that is
eople are constantly challenged by issues that have far-reaching consequences. Some
are national issues, which almost always have local implications. And some are local
issues, which usually have implications nationwide. Whatever the case, the challenge is
the same; disagreements that are about more than just the facts are normative questions of what we
should do. What should be done to maintain our system of Social Security in the face of declining
revenue? What should we do to keep our neighborhoods safe without becoming an armed camp?
How should we change our health care when modern medicine gives us excellent treatment, but
the high costs put protection out of reach for many people? How should we meet the demands for
energy needed for a prosperous economy and, at the same time, protect the environment? The list
of issues goes on, not only at the federal level but also at state and local jurisdictions.
The most difficult disagreements involve things that all people hold dear, things that are
intrinsically valuable, such as freedom, security, or fairness. A decision that would favor one of
these imperatives might adversely
affect another. For example,
measures that would make us more
secure could restrict our freedoms.
These decisions are difficult to
make because there are no experts
on what should be. And people are
disinclined to compromise when the
things that are most valuable to them
hang in the balance. Most all of us
want to be free, secure, and treated
fairly. Furthermore, we feel strongly
about the things we hold dear. So emotions are involved when we try to make decisions. That is
often the case, even on seemingly practical problems like curbing alcohol abuse or improving
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our schools. We debate practical solutions, yet underneath there are normative disagreements
about how much control should be exercised over individual behavior or what the mission of the
schools should be. Voting isn’t likely to resolve such differences. Although we probably won’t
ever be in complete agreement, we have to work through the conflicts to the point that our best
collective judgment emerges. Otherwise, people get bogged down in endless solution wars, and
unresolved differences lead to political polarization.
Adding to these difficulties, many of the problems people want to solve can’t be unless citi-
zens from all sectors of a community respond. One group or institution can’t handle them alone;
citizens still have to act in concert with one another. They have to join forces to make things that
benefit the community as a whole—neighborhood watches organized in cooperation with law
enforcement agencies, an after-school tutorial program, a baseball team, an arts council.
People are much more likely to work together if they have made decisions about what to do
together. And in the decision making, they may come to a more complete understanding of the
nature of the problem they are facing, which could open their eyes to untapped resources that
they can bring to bear.
The obvious question is, what would motivate citizens to invest their limited time and other
resources to grapple with problems brimming with conflict-laden, emotionally charged disagree-
ments? Generally speaking, people avoid conflict. Citizens don’t usually invest their energy
unless they see that something deeply important to them, their families, and their neighbors is at
stake. And they won’t get involved unless they believe that there is something they, themselves,
To sum up here, the major challenges that have to be met in order for citizens to make sound
decisions and take effective collective action are:
Connecting with the things that motivate people to become involved,
Dealing with normative disagreements that can lead to immobilizing polarization, and
Identifying those things that citizens can do through their collective efforts to help
THE POTENTIAL IN NAMES AND FRAMEWORKS
here are opportunities to master these challenges at two critical moments in dealing
with problems. One occurs when a problem is being named, that is, when someone
defines the problem, which is usually a news organization, a professional group, or a
political leader. While seemingly insignificant, who gets to name a problem—and how they name
it—are critical factors that go a long way in determining how effective the response will be.
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Another critical juncture occurs when different options for dealing with a problem are put
into a framework for decision making. There may just be one option on the table, a solution fa-
vored by a school board or championed by an interest group. Or there may be the predictable two
options in a political debate, one being the polar opposite of the other. Our research suggests that
deliberation is more likely to occur if the full range of options is available for consideration.
As every trial attorney knows, whoever controls the way an issue is framed in a court case
has the upper hand. So the creation of a framework for decision making—presenting the case as
it were—plays a critical role in problem solving.
This booklet describes ways of naming problems and framing issues that give citizens a greater
ability to chart their future and solve problems. The results of this naming and framing might be a
guide to use in forums or town meetings, or it might be a strategy used to break out of a solution
war and give the public a stronger voice in decision making. Naming and framing can also be done
in classrooms to intro-
duce students to roles
that citizens can play in
politics other than
campaigning and voting.
while naming and fram-
ing are critical, they
aren’t ends in them-
selves. They are just
two elements in the
larger politics of public
decision making and
acting. To reach a decision, people have to weigh various options for acting on a problem against
all of the things they feel are at stake. Unless that happens, unless people face up to the conse-
quences of the options they favor, there is no way to know how the public will react when push
comes to shove—as always happens on difficult issues. When people wrestle with the tradeoffs
they may need to make, they will often revise the name that they have been using, or they may
put more or new options on the table to consider.
In making decisions together, people also have to be mindful of the resources they will need,
how to commit these resources, and how to organize the actions that will need to be taken. These
are other critical junctures. When resources are being identified, they may or may not include
resources that citizens have, such as the social relationships they can draw on. When commitments
are to be made, they may be limited to legally binding contracts and not include the promises
people make to one another, covenants that also enforce obligations. When actions are organized,
they may be bureaucratically directed and not make use of the self-directing capacities of citizens,
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such as networking. All of these are junctures when people are either drawn into or shut out of
what should be the public’s business. And the way problems are named and issues are framed have
to anticipate and pave the way for all that needs to follow.
Not Special Techniques
The ways of presenting issues that are described here are not specially designed processes. In
fact, what the foundation is reporting reflects what can occur in everyday life. Take the matter of
describing a problem that needs attention. People do that in conversations while waiting for a bus or
sitting in a restaurant. These conversations revolve around ordinary questions: What’s bothering
you? Why do you care? How are you going to be affected? When people respond to these questions,
they are identifying what is valuable to them. Kettering wanted to find a term that would capture
what was going on politically when people identify a problem. We have called it “naming.” These
names have to capture people’s experiences and the concerns that grew out of those experiences.
For citizens, naming the problem is the first step toward becoming engaged.
As people become comfortable with the description or name of a problem, they raise more
questions: What do you think we should do about the problem? What did the folks in the neigh-
boring community do? Citizens try to get all their options on the table so they can consider the
advantages and disadvantages. Tensions among different options become apparent: if we do “x,”
we can’t do “y.” Kettering would say that these conversations create a framework for addressing
the problem. A “framing” collects and presents options for acting on a problem and also high-
lights the tensions within and among various options.
Once the options for acting are on the table, a decision has to be made. And that can be done in
any number of ways—by voting, by negotiating a consensus, by bargaining, or by deliberating. If
decision making is done by citizens weighing the possible consequences of a decision against what
is deeply valuable to them, Kettering would call that “public deliberation.” The term may sound a
bit strange, even though it is used to describe what juries are supposed to do. Outside juries, you
can hear deliberation taking place as people talk to one another about a shared problem: If we did
what you suggest, what do you think would happen? Would it be fair? Would we be better off? Is
there a downside? If there is, should we change our minds about what should be done?
Although not the subject of this booklet, the work of citizens doesn’t end with decision
making. As noted before, resources have to be identified and committed, actions organized, and
results evaluated. But how all of this is done, and the role citizens will play, is heavily influenced
early on by the way problems are named and framed.
Discovering the Names People Use
Finding out how people name a particular problem is simple enough. Listen to what they say
when they describe how an issue affects them or their family or when they talk about what is
most important or concerns them. “I am afraid that we are going to bankrupt ourselves.” “I don’t
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want my children to have to drink this water.” “The streets aren’t safe anymore!” As people
voice their concerns, they may not be aware they are describing what is valuable to them and
might resist an effort to turn the conversation into an analysis of “values.” Nonetheless, the
things people hold dear are fairly obvious: financial security, the well-being of the young, safety.
Rather than eavesdropping at grocery stores and at lunch counters, civic organizations that have
wanted a better sense of the names people use have sponsored living room coffees for neighbors
or held meetings in libraries and town halls.
Naming a problem in terms meaningful to citizens isn’t simply describing it in everyday lan-
guage. As We Have to Choose explains in more detail, the names that people give problems reflect
concerns that are valuable to most everyone. We all want to be free from danger, secure from eco-
nomic privation, free to pursue our own interests, and treated fairly by others—to mention a few of
our basic motives. These imperatives are more fundamental than the interests that grow out of our
particular circumstances (which may change). And they are different from values and beliefs,
which also vary. Our collective political needs are similar to the individual needs that Abraham
Maslow found common to all human beings. When people describe how a problem affects them
personally, however, don’t expect them to settle on just one way of describing a problem. There
will always be more than one name because we have numerous collective motivations.
Even though we have the same collective needs just as we have individual ones, we have
multiple needs, and all of them are important to us. We want to be secure and free, for instance.
But our circumstances are different, so we disagree about which of the several things that are
valuable to us is most relevant in a given situation. If we believe we are in danger, we may want
stronger security. If the danger is remote, we may put a greater premium on personal freedom.
And we will differ over what these circumstances are because we have different experiences.
These differences in circumstances lead to tensions among the things we hold dear, and the
tensions are both within us personally and among us collectively.
These differences don’t necessarily become divisive, however, especially when people
recognize that although they don’t share the same circumstances, they share the same basic
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concerns. In deliberative decision making, people can see that they both agree and disagree. This
encourages them to agree to disagree and lessens the likelihood of polarization.
This insight is far less likely to occur if issues are named with the terms that professionals
use or the terms of reference used in partisan politics. While nothing is wrong with these other
names, they don’t normally take into account what citizens experience and hold dear. For
example, people tend to think of drug abuse in terms of what they see happening to families and
how it influences young people, not in terms of police interdiction of the drug trade. The tempta-
tion to use professional names is particularly strong because they are so expert; in fact, they are
so accurate that they create the impression that no other names are possible. If that happens,
people don’t see their worries reflected in the way problems are presented, so they back off. In
addition, professional descriptions may give the impression that there is little that citizens can do.
The names used in partisan politics can also be off-putting to citizens.
LAYING OUT OPTIONS FOR COLLECTIVE ACTION
s mentioned earlier, a framework collects the actions that need to be considered in
dealing with a problem and identifies adverse consequences. The everyday question,
“If you are that concerned, what do you think should be done?” usually opens the door
to identifying actions. Typically, the actions are implicit in the concerns. This is only true, however,
if the focus of the question is on a discrete problem that requires a decision. Asking people about a
broad topic like health or education will generate a long list of concerns that doesn’t lend itself to
decision making. If the topic is health, one person may complain about the complexities of the sys-
tem, another medical errors in hospitals, and still another about the lack of insurance for preexisting
conditions. The actions that would follow from these varied concerns wouldn’t result in options for
dealing with one specific problem. They are responsive to a number of problems.
In a framing of a discrete problem, each concern will generate a variety of proposals for
action. For instance, in a poor neighborhood hit hard by a rash of burglaries, most people would
probably be concerned about their physical safety. Some might want more police officers on the
streets. Others might favor a neighborhood watch. Still others might want to close or raze
abandoned buildings. Even though each of these actions is different, they all center around one
basic concern—safety. In this sense, they are all part of one option for action. An option is made
up of actions that respond to the same basic concern or have the same purpose. They also have
the similar advantages and disadvantages.
In the neighborhood just mentioned, there are likely to be other concerns that call for different
actions. People might also see a connection between crime and poverty and would want to bring in
employees and begin job-training programs. Furthermore, seeing an increase in young offenders,
they might favor more social services, youth clubs, and adult mentors.
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Each option will generate its own proposals for action. Or to say the same thing differently,
actions, which are centered on one distinct concern, make up an option. In this case, the options
were to (1) provide greater protection from crime, (2) revitalize the economy, and (3) offer more
help to troubled youth. Putting these three options together creates a framework for decision
making. These options are not mutually exclusive, yet they are different because they reflect
different concerns as well as different opinions about the circumstances. Still, the three are not so
similar that selecting one would require selecting another.
Another example: in the case of energy policy, one option often considered is ending depend-
ence on fossil fuels. That would require finding other energy sources, which isn’t another option
but a necessary means for ending dependence. Avoid a framework that tempts people to select
“all of the above.” Recognizing tensions within and between options is essential in the work of
deliberation, which requires facing up to the inevitable tradeoffs that have to be made. These
tensions occur when doing something that addresses one concern raises another.
The purpose of pointing out the possible downsides of every option is to expose the tensions
that have to be worked through. This creates a basis for the kind of fair trial that engages citizens.
For the trial to be fair, each option also has to be presented with its best foot forward, yet with
equal attention given to drawbacks or potentially unattractive consequences or disadvantages.
Obviously, a fair trial isn’t possible if the title reflects a preference for a particular outcome.
Stopping drug abuse is a worthy goal, yet it isn’t necessarily an apt title for an issue when there
will be differences of opinion over which drugs should or shouldn’t be legalized.
In the case of the neighborhood experiencing burglaries, the larger issue is what should be
done to make this area more livable. It isn’t just stopping criminal behavior, strengthening the
economy, or caring for the young. Those are the options being considered, and although each one
has advantages, it has disadvantages as well. More police officers might make the neighborhood
seem like an armed camp. Or the businesses that would come to the neighborhood to bolster the
economy might only employ low-skilled workers at minimum wage and thus restrict upward
economic mobility. And providing more services for young people might not foster self and
social responsibility. No constructive action is immune from unintended consequences.
Notice that the consequences identified in this framework aren’t just practical considerations,
such as costs. The disadvantages also touch on what people value—responsibility, economic
well-being, freedom of movement. These disadvantages are real and have to be addressed. That
is why adverse consequences have to be recognized in framing an issue for deliberation.
Identifying Actions That Citizens Can Take
A third challenge on the list of conditions necessary for people to become involved and make
sound decisions is identifying the things that citizens can and must do. Civic actions as well as
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government actions have to be
included in a framework for public
deliberation. In the neighborhood
example, some actions would be
taken by governments, some by
institutions like schools, and some by
citizens organizing projects with
other citizens. In all cases, the actors
were real, not amorphous like “the
culture” or “the environment.”
Citizens, however, may be reluc-
tant to see themselves as political
actors because they aren’t sure they
have the necessary means. Institu-
tions have legal authority, financial resources, and personnel to draw on, but what citizens can do
is less obvious, even to citizens. A society that operates on expert knowledge and professional
skills is prone to be skeptical about what citizens can accomplish. For instance, some saw
restoring New Orleans after Hurricane Katrina struck as primarily a job for the Corps of
Engineers since only the Corps could repair levees. Certainly, citizens don’t repair levees by
hand anymore, but rebuilding a city is far more than a physical challenge.
We Have to Choose suggests that the challenges that communities face often come down to one
question: have citizens been reduced to ineffective amateurs in a professionalized, expert-driven,
global world? Two scholars who argue that they haven’t: John McKnight at Northwestern Uni-
versity and Ronald Heifetz at Harvard University. Heifetz, who was trained as a physician before
coming to teach government, points out that while doctors can solve certain medical problems like a
broken arm, other problems like diabetes require people to do some things (controlling their diets)
and physicians to do others.
The same is true of many political problems; there is a technical remedy for some (rebuilding
a schoolhouse) but not for others (countering the rise in crime). Citizens have to act on these.
McKnight and his colleague, John Kretzmann, have found untapped talents in the poorest neigh-
borhoods that can be combined into collective capacities. These include a capacity for economic
revitalization that grows out of people’s skills, people whose limitations are offset when they
exercise their ability to work together.1
John P. Kretzmann and John L. McKnight, Building Communities from the Inside Out: A Path toward Finding
and Mobilizing a Community’s Assets (Evanston, IL: Center for Urban Affairs and Policy Research, Neighborhood
Innovations Network, Northwestern University, 1993) and John L. McKnight, “Do No Harm: Policy Options That
Meet Human Needs,” Social Policy 20 (Summer, 1989): 7.
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The foundation has accounts of what citizens have done through their collective efforts in
publications like Engaging Citizens: Meeting the Challenges of Community Life. One example
comes from a project in inner-city churches.2 Participants in a church workshop responded to a
series of questions: What do you know how to do well? Where did you learn it? What helped you
learn it? Have you ever taught anyone anything? What do you think made your teaching effective?3
People’s first reaction was, “I never taught anybody anything,” perhaps because they associated
teaching with classrooms. Later, however, they described numerous ways in which they had, in
fact, educated others. They had taught basic reading and mathematics as well as skills like cooking,
sewing, and taking care of equipment. Their “lessons” included the virtues of patience, persistence,
and sacrifice. The potential to make these kinds of contributions through the collective efforts of
citizens needs to be included in the list of actions that can be taken to solve a problem.
DELIBERATING TO WORK THROUGH DISAGREEMENTS
nce an issue has been framed using terms that capture what citizens consider valuable,
all the major options have been identified (along with the pros and cons of each one),
and possible actions have been included (including those that citizens take), the stage is
set for weighing various actions against possible downsides. Making decisions this way has been
called moral reasoning or deliberation.
Because the things people hold dear are at stake, in this type of decision making, citizens must
deal with strong emotions. They have to work through the feelings aroused when the things they
might like to do have a negative
impact on other things they hold
dear. People don’t have to reach
total agreement, but they reach a
point at which they can move
forward on solving a problem.
“Working through” is an apt
phrase because people go through
stages in coming to terms with the
difficult tradeoffs they have to
make.4 For instance, how much
The results of the project carried out from 1992 to 1994 are reported in Doble Research Associates, Take Charge
Workshop Series: Description and Findings from the Field (Dayton, OH: Report to the Kettering Foundation, 1994).
These questions came out of the Solomon Project, which worked with low-income communities in Minneapo-
lis to “recognize their own educational capacities.” See The Solomon Project Annual Report (Minneapolis: Project
Public Life, Hubert Humphrey Institute of Public Affairs, 1992).
Daniel Yankelovich discusses his concept of “working through” problems in chapter 17 of his book New
Rules: Searching for Self-Fulfillment in a World Turned Upside Down (New York: Random House, 1981).
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personal freedom are we willing to give up to be secure from danger? Initially, we may be unaware
or skeptical of predictions about future dangers. Is global warming really a problem? Then, if
convinced that there is a danger, we are prone to look for someone or something to blame.
Government waste, fraud, and abuse are common scapegoats. Or we fasten on something that we
hope will save us and remove the necessity for making painful tradeoffs. Science and technology
are often turned to for answers. If finally convinced that blaming others isn’t getting us anywhere
and that someone or something else isn’t going to provide painless solutions, we settle down to
confronting the tradeoffs we have to make and work through the strong emotions that well up
when we have to make sacrifices. Eventually, we can reach a point when we are reconciled to what
has to be done and move ahead.
Actually, recognizing and facing up to the tensions between what we would like to do and
adverse consequences is beneficial. It allows deliberative decision making to do what voting and
other forms of deciding have difficulty doing. In deliberating, people may become aware of what
they have in common—the things they value—as well as the differences in their circumstances.
So the tone of the disagreements becomes less caustic. People may agree to disagree. And they
have a better chance of coming to a shared sense of direction. Disagreements don’t disappear,
but people can move forward in solving problems. This is why identifying these tensions is
crucial in developing a framework.
Fears that recognizing tensions will be disruptive and divide rather than unite people haven’t
been realized in the thousands of deliberative National Issues Forums that Kettering has seen.
Deliberation isn’t a form of conflict resolution per se, but it is depolarizing. Naming problems to
recognize the many concerns that people bring to an issue keeps the focus of deliberation from
narrowing to one concern that trumps all others. Such a narrow focus invites conflict.
Weighing each option fairly and recognizing the range of concerns at stake also gives people
confidence that their point of view will get a fair hearing. While people dislike controversy, many
welcome opportunities to talk about hot topics frankly, provided they can exchange opinions
without being attacked personally. Forum participants have given high marks to meetings where
they could express strong views without others contesting their right to their beliefs.5
he most profound benefit of deliberative framing is not just the deliberation it promotes;
it is the kind of democracy it fosters. That is a democracy in which citizens have a
greater opportunity to shape their collective future through sound and just decisions.
Deliberative democracy is also the kind of politics that promotes innovation and distinctive norms.
These are some of the attitudes that the Kettering Foundation has seen reflected in the deliberative National
Issues Forums. Chapter 12 of Politics for People: Finding a Responsible Public Voice, 2d ed. (Urbana: University of
Illinois Press, 1999) has a more detailed description of this political discourse.
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Perhaps the most important of these norms affects the way citizens respond to nondeliberative or
even antideliberative behavior, such as refusing to acknowledge the variety of contrary opinions.
The norms of deliberative politics encourage people to engage this resistance rather than reject it.
Another norm is to act on what has been decided. Because those who have participated in such
deliberations have shared in the experience of making a decision, it may have a greater claim on
their behavior; they may be more disposed to act.
A Politics of Learning, Discovery, and Invention
The ancient Greeks described what we now call public deliberation as the talk they used “to
teach themselves” before they acted. It produces a distinctive type of knowledge—practical,
useful public knowledge—which is widely shared. People learn about the nature of their prob-
lems, one another, and the possible consequences of their actions. And places where this occurs
become centers of civic learning. When this happens, politics can take on a different tone and the
qualities associated with learning communities. That is critical because high-achieving com-
munities (those that tend to solve their problems or at least manage them well) are distinctive in
their ability to learn. Learning allows them to keep up the momentum when they encounter
obstacles and setbacks. They have learned how to fail successfully by using their experiences to
design a new round of civic initiatives.
A Greater Ability to Solve Problems
While deliberation opens the door to deliberative democracy, the most immediate reason for
deliberating together is often to make decisions that will launch collective action, both by citizens
with citizens and by citizens in relation to governments, schools, and other institutions. Deliberative
decision making is particularly im-
portant for those problems in which
communities as a whole have to act
because no one group or institution can
solve the problem alone.
Deliberative decision making works
in a distinctive way. Caught in the
tensions of having to make difficult
choices, we may be less certain, even
about the options we favor. So we may
open ourselves up to experiences other
than our own. Despite the tendency to
seek out the like-minded when looking for affirmation of our opinions, when uncertain, we may
become curious about how others have been affected or what they have done to solve a problem.
This opening, which leads to an “enlarged mentality,” is a key ingredient in problem solving.
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As citizens incorporate the experiences of others into a more shared and inclusive understand-
ing of the difficulty they are facing, they gain new insights about both the nature of their problem
and themselves as a citizenry.
As participants take in the experiences of others, they tend to redefine the problems that
confront them. Their understanding of the problems broadens, becoming more comprehensive and
nuanced. And this enhanced understanding leads people to identify political actors and resources
that haven’t been recognized before. New, innovative ways of solving a problem can emerge.
People engaged in deliberations may also come to see themselves in a new light. They might
realize that they have been responsible for creating some of their difficulties and reason that if they
can create a problem, they might have the ability to solve it. Furthermore, participants in delibera-
tions may not change their own positions on an issue, but they often change their opinion of those
who hold contrary views. And this allows people to make progress without being in full agreement.
These insights should make it easier for people to arrive at a reasonably shared sense of
direction or broad course of action to follow in solving a problem. And this sense of direction
allows citizens to act in different ways as the missions of their organizations dictate and yet
complement or reinforce one another. Schools can teach, government agencies can administer,
and civic organizations can bring contributions, as their abilities allow. But if the entirety of
these efforts serve a common purpose, the whole is likely to be greater than the sum of the parts.
A Stronger, More Informed Public Voice
Some organizations, particularly those in education, frame issues to prompt public delibera-
tion, not because they expect immediate public action, but because they want to inform the
discretion of citizens. While they don’t have a predetermined conclusion in mind (that would
interfere with the “fair trial” citizens expect), they do want to help people get beyond hasty
reactions and first opinions to more thoughtful second opinions. And participants in deliberations
do, indeed, say they get a better handle on issues; that is, they are able to put particular issues in
a larger context and make connections between problems. People then tend to approach policy
questions more realistically. Self-interests broaden and connect; shared concerns become easier
to see. Citizens begin to talk more about what we ought to do and see their personal well-being in
a larger context. They begin to speak in a more public voice.
Individuals can have their own voice in the political system, and groups of citizens who share
the same interest certainly have a powerful voice. A collective public voice is often missing, not
the voice of everyone or the majority, but a voice that speaks the language of shared and
reflective public judgments. Deliberation helps add that voice to our political discourse. It is
different from the aggregation of individual voices that polls provide and different from
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homogeneous voices of a particular interest. A public voice is a synthesis of many voices that
reflects the way the citizenry goes about making up its collective mind.6
A Type of Information Officeholders Need
Officeholders benefit from public deliberations because the deliberations can provide essen-
tial information that goes beyond what polls and focus groups offer. This includes where or what
stage the public is in as they work through an issue. For example, if people are trying to decide if
an issue is really a problem, officials who hope to connect with them have to address that uncer-
tainty before going into their proposals for solutions. But if citizens have decided that an issue
merits their attention, yet haven’t faced up to unpleasant consequences, officeholders need to
know what the citizenry will do when push comes to shove. Not knowing which tradeoffs people
will or won’t accept can be fatal to proposed reforms. And, if citizens have reached the stage in
which they have come to terms with necessary tradeoffs, officials need to explain the tradeoffs
they have made—and why they made them.
Polls and demographically balanced focus groups also provide useful information; it is just
different information from open-to-all forums. Typically, people make up their minds on issues by
talking to those they meet every day—in their family, neighborhood, workplace, or community.
Few decide in demographically balanced settings. So deliberative occasions that are not selective
but open can come close to replicating the settings in which opinions are actually formed.
A Civic Education That Students Can Use Every Day
Schools, colleges, and universities teach issue framing for deliberation in order to prepare
students to be effective citizens. In one four-year study, faculty members introduced public
deliberation at multiple sites: in their classrooms, in the campus community, and in the town
where the university is located. Deliberation was not presented as just a way of conducting
forums, but instead as a way of living democratically. The results have been promising. Students
who have had deliberative experiences have not come away with a limited view of citizenship—
the perception that citizenship is a deferred responsibility, one they can get to later. And these
students have not been as cynical about politics as their contemporaries sometimes are.7
The impact that the four-year program had on students’ daily lives was particularly significant.
As one participant said, it affected everything she did. She and her classmates developed an
expanded sense of the many ways they could be effective political actors, which went beyond
electing representatives. They gained a particular appreciation for the work citizens need to do
together that goes beyond service. Most of all, they graduated with a richer concept of democracy.
Results of National Issues Forums have been used to show the nature of public thinking on a multitude of
issues in a program called A Public Voice that has been held in Washington, DC. More recently, state and regional
organizations have made similar presentations to governors, local officials, and the media.
Katy Harriger and Jill McMillan, Speaking of Politics: Preparing College Students for Democratic Citizenship
through Deliberative Dialogue, (Dayton, OH: Kettering Foundation Press, 2007).
Naming and Framing 13 6/25/2009
Interestingly, the students in this program were more, not less, likely to vote—even though
they knew that the elections were not the be-all and end-all of democracy. And unlike the students
not in the program, who thought of citizenship primarily as asserting individual rights, these stu-
dents seemed more inclined to think of citizenship in terms of responsibilities carried out through
collective problem solving. Similar projects using public deliberation in secondary schools suggest
that the effect on these students is much the same as those on college undergraduates.
he following charts present the gist of what Kettering has learned from observing
more than 25 years of efforts to frame issues in a way that will promote deliberation.
The issue books or briefings that result from the framing are like the starters on cars;
they are the engine itself. Their purpose is to jump-start deliberative decision making. Their job
is be provocative, not comprehensive. People in forums will add their own options and views on
advantages and disadvantages.
Naming and Framing 14 6/25/2009
I. When Public Deliberation Is and Isn’t Useful
There are many ways of attracting the attention of citizens, informing them, and
getting their opinions. And there are also many ways of making collective decisions, such
as by negotiating with stakeholders or voting. Deliberative decision making by citizens is
only appropriate for certain types of issues.
Public deliberation is useful when citizens are uncertain about the nature of a
problem and they want to decide if it merits their attention. Ad campaigns and
informational meetings can be helpful when people are unaware of a problem.
Deliberation helps citizens identify what is deeply valuable that is at stake. Some
issues can be decided by accepting or rejecting a technical solution and need not
be deliberated in public. The only caveat is that decisions may be presented in
purely technical, professional, or administrative terms, may, in fact, have
profound normative implications.
Public deliberation is for situations when decisions haven’t been made. Issues on
which a decision has already been made—and the decision makers want public
support—are more appropriately presented by advocates putting forward the
merits of the decision.
Some issues are in the purview of a specific agency or institution that has a legal
obligation to make a decision, an obligation that can’t be delegated. Public
deliberation is appropriate for setting direction and policy, not for making manage-
ment decisions. Its results, however, can give officeholders insights into how
people go about making up their minds when confronted with painful tradeoffs.
Officials are most open to hearing the outcomes of public deliberation at the early
stages of setting policy, when the issue has not yet crystallized or when polariza-
tion is threatening to immobilize an agency.
An issue chosen for deliberative decision making can’t be too broad because there
are likely to be many issues involved, not just one. Reforming the entire health
care system, for example, is a very broad topic with many issues within it, such as
To sum up, public deliberation is most useful on issues that have normative elements
and are likely to become divisive unless named and framed in public terms. These issues
arise when people are disturbed by what is happening to them yet are not in agreement
about what the problem is or what should be done.
Naming and Framing 15 6/25/2009
II. Substituting a Deliberative Framework for a Conventional One
One of the greatest benefits of public deliberation is to reinforce a political culture
that is focused on problem solving rather than adversarial combat between partisans. Of
course, opposition among competing interests is inevitable and can be beneficial because
lack of disagreement is usually associated with a lack of democracy. Deliberation, how-
ever, recognizes a different kind of political conflict that is not so much between us as
interest groups, but within us as human beings who have multiple concerns, which can be
in tension with one another. For example, the pros and cons of an option may be pre-
sented as the views of advocates and opponents rather than as advantages, which serve
some of the things that most all people value, and disadvantages, which also affect things
that most everyone values. The insight that people share many of the same concerns is
lost. Nonetheless, people differ because their circumstances and experience differ, and so
they give different weights to the things they all consider valuable.
A deliberative framework should identify this deeper level of conflict. Unfortunately,
the association of politics with bipolar, adversarial conflict is so strong that there is a
tendency to frame issues in adversarial terms, even when attempting to stimulate
The assumption that politics is exclusively adversarial also affects the way that the
“things that are valuable” are understood. The basic concerns common to all human
beings may be translated into “values,” which are presented in adversarial categories.
This invites ideological debate rather than public deliberation.
On the other hand, if “values” aren’t singled out for debate, they may not be discussed
at all in a conventional framing. Typical frameworks can be quite technocratic, avoiding
normative or “should be” considerations all together. When that happens, issues are pre-
sented as questions of how to do something, not questions of what should be done. And
options are reduced to very specific solutions that people are expected to be for or against.
This same penchant to treat issues technocratically results in the pros and cons being
described in terms of feasibility and efficiency. For example, a favorable presentation of an
option will emphasize lower costs or ease of implementation, and negative considerations
will be just the opposite. In such frameworks, conflicts won’t be presented as tensions
among different things we all consider valuable, but rather as simply disputes over
One of the chief contributions of a deliberative framing of issues is that it opens the
door to citizens; it presents issues in terms of the things they care about. A deliberative
framing also helps counter the wars that often break out over technical solutions because
the underlying normative considerations have not been addressed. And, perhaps most
useful of all, a deliberative framing gives people more than one way to go about making
Naming and Framing 16 6/25/2009
III. Characteristics of an Effective Framing
The things that concern people—that they consider valuable—are reflected in the
options for action, and the actions follow logically from people’s concerns.
The tensions that exist between the advantages and disadvantages of each option,
tensions that require making tradeoffs, are clear. And the framework as a whole does not
lend itself to selecting “all of the above” because that avoids confronting and working
The consequences that might follow from actions to solve a problem are also
described in terms of their effects on the things people hold dear, not just in practical
terms of costs and other measures of feasibility.
The actors who should take action include citizens and the work they must do
together or collectively (not just as individuals). The framework also recognizes gov-
ernmental, nongovernmental, and for-profit actors.
An effective framework recognizes unpopular points of view.
Each option is presented best foot forward; that is, in the most positive light, and
then negative consequences are described with equal fairness. This ensures the “fair trial”
that people look for. If the framing seems to favor one particular option, people will feel
The pros of one option are not the cons of another. Each option needs to be con-
sidered in light of its own advantages and disadvantages. Otherwise, the framing
truncates the process of decision making.
An effective framework does not prompt the usual conversations; it disrupts old
patterns and opens new conversations. So a framework for public deliberation should not
replicate the prevailing academic, professional, or partisan framework. It should reflect
where citizens are in thinking about an issue, wherever that may be; it should start where
An effective framework often leaves people stewing because they are more aware
of the undesirable effects of the options they like most. The tensions or tradeoffs are
clear, authentic, and unavoidable because they are needed to produce the learning that
choice work is intended to prompt.
Naming and Framing 17 6/25/2009
IV. An Example of Naming and Framing
The objective of naming problems in the terms people use and of framing issues to
highlight the tensions that have to be worked through is to prompt genuine deliberation
rather than a general discussion or debate. The “issue map” that follows is an illustration
of how an issue can be named and framed in a way that can jump-start deliberation. To
begin with, notice that the issue being presented (affordable health care) is put forward as
a question of what should be done, not how to do something. The reason is to make clear
that the issue is normative not just technical.
Note, too, that the title recognizes two things that are valuable to people and are at
stake: one is a desire to do something about the cost of medical care, and the other is to
maintain the quality of health care that people count on. The title also anticipates tensions
that result from having more than one objective. But the title doesn’t just point to a gen-
eral topic (health care) because it would be too broad for decision making. And it doesn’t
single out a particular outcome that some would advocate, such as limiting malpractice
awards, because that would preclude genuine deliberation.
The three concerns that people often mention when asked about how the cost of
health care affects them and their family are:
Not being wiped out financially by catastrophic illness or accident,
Not being ripped off by profiteers, and
Not having insurance for everyone.
These concerns are the basis for the three options to be considered in the issue map.
Each option is presented in a way that people might be able to see themselves or someone
they know in it. After the concerns is a sample of the actions that follow logically from
each one of them. Notice that there are numerous actors: citizens, government, and
businesses. The advantage of each course of action is then described and is followed by a
brief reference to some possible disadvantages. The disadvantages bring tensions to the
surface by anticipating unpleasant but necessary tradeoffs.
The purpose of this map is to remind people that what should happen in deliberative
decision making follows the pattern in the best of everyday decision making. People may not
refer to “concerns,” but it isn’t difficult to hear a conversation along these lines: “If that bothers
you so much, what do you think should be done?” And once that question is answered and the
possible actions are on the table, someone usually brings up a potential disadvantage. “But if we
did what you are suggesting, wouldn’t it harm our ______?” (They fill in the blank.) That is
essentially what this framework does; it follows the pattern of sound decision making.
While the advantages and disadvantages of each course of action for something most
all people hold dear are spelled out, the framing doesn’t encourage a debate over
philosophic values or beliefs but rather the fair weighing of possible political actions.
Finally, the framework does not stop people from adding options or renaming issues.
Still, it provides enough structure to direct the conversation out of predictable and often
partisan or ideological channels.
Naming and Framing 18 6/25/2009
An Issue Map
What Should We Do To Combat Rising Medical Costs
That Would Not Compromise Good Health Care?
The issue map lays out some of the major concerns people have when they encounter the increasing costs of
drugs, doctor fees, hospital visits, and insurance premiums. It also looks at some of the possible remedies to
combat these costs.
What Concerns What Might Be Done Some Possible
Americans (the Advantages) Disadvantages
Require everyone to carry private or
The costs of catastrophic illness or government insurance to protect Higher deductibles may
accidents make people feel extremely against extreme loss but with higher discourage people from getting
vulnerable and with no personal deductibles (just as we do with home the early diagnosis that can
control. People recall stories of and auto insurance). Communities result in effective treatment. So
Americans who have lost all their could establish more wellness the quality of care could be
savings to pay for their medical bills.centers that would give people the compromised for those who
They worry about the same thing information to take more couldn’t pay the higher
happening to them. responsibility for their own health deductibles.
using preventative measures.
Cost controls, while holding
down price increases, could dry
Prices are so high that they seem up funds for research and limit
Put limits on what can be charged
unreasonable. At the gas pump, the use of expensive but life
or at least regulate what can be
people suspect, rightly or saving medical technologies.
charged. And if excessive jury
wrongly, that someone is ripping And caps on awards for damages
awards are driving up costs, put
them off, and they have the same could result in uncompensated
limits on the amounts that can be
reaction to the prices of drugs and losses, not to mention infringing
awarded for damages. Encourage
medical services. They say that on basic rights. Furthermore,
citizens to use more generic drugs.
the prices aren’t fair, that it isn’t government controls would
Communities could require
right to profit from the misfortune negate market competition and
hospitals to make prices available.
of others. its potential to control costs
through informed consumer
We aren’t recognizing that we are
all in this together and that by Give every American insurance
joining forces we could both by any one of several plans. We
reduce costs and protect the most could have a single plan and payer Universal coverage would likely
vulnerable. High costs mean that for everyone as governments offer require some kind of restrictions
some Americans have to choose in other countries. Or we could on coverage, and those limits
between eating and taking their expand the existing government could adversely affect the
medicine. They put off needed programs—Medicare and availability of care for those who
surgery because they can’t afford Medicaid. Or communities, do not qualify for treatment.
it. This inequity is troubling. Costs churches, and fraternal groups
also make our industries less could pool risks and self-insure.
Naming and Framing 19 6/25/2009
Naming and Framing Difficult Issues to Make Sound Decisions is available as a
free download on Kettering’s Web site. We invite you to print additional copies to
use in your work.
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