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On framing and schema

We live in interesting times. Times of transition, involving the collapse of an old order and the shift to a new paradigm. Such transitions are often mistaken for technological changes or revolutionary shifts in material conditions. Actually they are neither. Paradigm shifts are fundamentally always shifts of perception, that is, shifts in the way we perceive reality and therefore in the way we act in the world.

Therefore, to understand a paradigm shift we need to understand how perceptions of reality can be modulated and altered at scale. In other words, we need to understand the mechanics of perception. In this lecture I discuss the concepts of schema and frames as the building blocks of the mechanics of perception. I examine the way framing can be used to alter perceptions and discuss the case of Edward Bernays’ Torches of Freedom campaign.

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