What has framing to do with cows?

Framing and cows? That's the question.

Well, I know what you're thinking. What is framing? And cows? Why are they involved in this blog? I can explain it to you. Just give me some time.

Frame, framed, framing?

" The main function of language is to direct listeners' attention to a selected sector of reality. Once that is accomplished, the listeners' existing associations to the now spotlighted sector will take over to determine the reaction."

The definition of framing is not as easy as I would have hoped. To know what framing means, we need to look at the main function of language. Koen Thewissen, founder of weareDaniel, gave us this definition: “The main function of language is to direct listeners’ attention to a selected sector of reality. Once that is accomplished, the listeners' existing associations to the now spotlighted sector will take over to determine the reaction.”

What does this mean? Take for example Coca-Cola. What do you think about when you hear the word Coca-Cola? Logo, red drink, thirst, Christmas… Framing is about using other words to say the same and having associations between a brand and words. The easiest frames to use? Metaphors. Koen Thewissen gave us the example of ‘time is money’. We use this metaphor in much more forms than we think, such as ‘how much time did you spend?’ and ‘I wasted her time’. You can also create your own frame and that's where the word cow comes in.

What about the cows?

Well, what do you think about when I say the word cow. Let me think. Milk, farmers, meat. Stop. These are some common things that a lot of people think about when they hear the word cow. Because I am a farmer's daughter, this word means a lot more to me.

Characteristic: stubborn

Cows are very stubborn. I'll give you an example. When cows get a new type of food they don't want to eat it at first. They look at it and just think: what does he think? Does he really think that I am going to eat that new food?

No, no, no give me my old food back. But after a while, the cow will realize that the new food is way better than the old one. And she starts eating it.

I'm also a little stubborn. New situations aren't always the things that I like the most, but in the end I will always like it! I just need some time to get used to the situation.

Characteristic: empathic

Cows are very empathic. You know that situation in which you just can't express yourself, but you want to, but you just can't. Well, lucky you! Because cows do feel when you don't feel that good. They come to you and they will just be there for you. They don't have an opinion, but they also don't judge you. They are just very good listeners.

And so am I. I always want to hear your story even if I don't have the same opinion. I'll just listen and you can speak.

Characteristics: enthusiastic & curious

Cows are enthusiastic and can be happy with the simplest things in life. For example, they like to go on a holiday. But not too far. They are just happy if they can see another way of life. They don't want to take the plane to get somewhere. They just want a ride with a tractor and their day is good. When they arrive at their destination (another meadow). They are so happy and start jumping around. Sometimes they are curious about what the neighbours are doing. Then they dare to visit, but often they are back soon. Because cows are herd animals, and they always come together again.

Well, I'm happy too with the little things in life. And I appreciate the smallest things, because I know how precious they are. I’m a bit curious too, but I know when I have to keep my distance. For me teamwork is very important. Just as cows I love it sometimes to be alone, but after a while I want to see my friends again.

So?

So if I ask you again: what do you think when you hear the word cow? You're not going to say milk, farmer or meat anymore. Now you are going to say that they are stubborn, empathic, curious and enthusiastic. The power of framing is that by associating yourself with objects people start to remember you.

So what has framing to do with cows? Well, it is simple. My frame has an instant connection with the frame of the word cow. And that is why you are going to think about me when you see a cow. And yeah, I'm proud of that.

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