It used to be that mentioning someone’s “frame of mind” was a reference to their mood, outlook, or attitude. However, “frame of mind” may be taking on a new meaning. That term is now being used to describe the way we look at various concepts and issues. The frame around a photo or painting has a lot to do with how much of the image we see and can influence the way we perceive the image. Applying that concept to cognition, you might say that we have frames in our minds composed of values, beliefs, experiences, education. Those mental frames can heavily influence what aspects of an issue you attend to, how you perceive events and issues, and how you respond to the world around you.
There’s nothing particularly new or surprising about this idea. Tilden’s first principle speaks to the idea of relevance for our audience. We all know that tying messages to the personal experiences or values of our audience helps ensure the effectiveness of our communication efforts. Framing is a variation on this theme: We can increase our effectiveness by framing an idea or issue using values and perspectives that resonate with our audience.
This can be particularly useful when interpreting controversial topics. In my work at the Monterey Bay Aquarium, I have the opportunity to interpret evolution, conservation, and climate change—topics where there are many perspectives, as various people view these topics through a variety of frames. Rather than debate the merits of these different perspectives with a guest, it’s far more productive to find a common frame through which to approach the topic. For example, when conversing about climate change with someone who may be skeptical about the topic, I might start instead by talking about our escalating energy bills or fuel costs and how we can save money by conserving energy (which also helps address production of greenhouse gasses).
As an interpreter, it’s also important to remember that you have frames as well, frames that have a lot to do with how you both perceive and present events, ideas, and observations. You can improve your effectiveness and versatility by exploring other perspectives and becoming familiar with other ways your audience may frame an issue. Practice using multiple frames that may relate to topics and themes you interpret. It can help you make better connections between your audience and the resources you interpret.
Of course that old meaning of frame of mind still counts as well. Every message connects better when it’s delivered with a smile and backed up with that positive enthusiasm interpreters are famous for. Your positive attitude is particularly important when addressing the serious challenges and issues that are increasingly present in interpretation today. Using the right frame and a positive frame of mind, you can inspire confidence in your audience to take on the challenges we all must address in the 21st century.
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