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expert in positioning theory can calibrate his/her response to address the person through a
fluid and changeable narrative (Sabat, “Malignant Positioning and the Predicament of
People with Alzheimer's Disease”). Through positioning analysis we can find points of
entry, opportunities to change the story, and a means to shift or strengthen themes.
4. Frames
A frame is a lens that forms a person’s story lines and positioning system. They
are mental structures that render a scene meaningful and shape one’s goals, plans, and
behavior (Goffman, Frame Analysis 10-11, 21)(Lakoff xv). A frame is a perspective, a
backdrop, and a mis en scene. Consider how Bush framed Brown with his statement,
“Brownie, you’re doing a heckava job.” Bush characterized Brown as a leader who was
getting results and framed him with personal recognition and praise meant to position
him as a hero before the American public.
George Lakoff states that our conceptual system, revealed through frames,
dictates how we think and act (Lakoff and Johnson 3). Metaphors make up our
conceptual system and structure our reality. Blanco used a “lock and load” metaphor,
discussed below, that produced a much more sinister reality than she intended (McCarthy
and Maggi, “Shoot All Looters” A1+).
“Brownie” is also a metaphor. In Scottish Gaelic folklore, a brownie was a
household elf who would clean and straighten the home while the family slept, “working
miracles.” Bush was trying to push his frame to structure the audience’s reality, giving
Brown a mythic and merry dimension (Lakoff). Metaphors are powerful vehicles that
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