The Same Facts, Completely Different Reactions The facts do not speak for themselves. They never have. The same objective reality can be described in radically different ways that produce completely different emotional responses, different policy preferences, different purchasing decisions, different votes. This is framing: the selection of which aspects of reality to emphasize and which to downplay, which language to use and which to avoid, which comparisons to make and which to ignore. Master framing and you control how people interpret facts without changing the facts themselves. Framing is not lying or distortion, though it can be used for those...