The power of framing: creating the language of leadership

291 Pages·2011·1.366 MB·English

by  Fairhurst, Gail Theus

Praise for The Power of Framing The Power of Framing shows leaders and
managers how to tap into the power of language
so they can persuade effectively and communi-
“The primary work of leadership involves managing meaning through framing. Fairhurst
cate credibly in today’s business environment.
shows that the way leaders use language to frame people, situations, and events has
According to professor and management
important consequences for the way individuals make sense of the world and their G A I L T. FA I R H U R S T
consultant Gail Fairhurst, through framing we
actions. The Power of Framing is an accessible and inspirational read for leaders who
defi ne the meaning of “the situation here and

want to shape their organizations in ethically responsible ways.” T now.” Are we in a “crisis”? Is this situation
—J. KEVIN BARGE, professor, Texas A&M University merely a “cause for concern”? Should we be
H
on “red-alert”? These are examples of how we
“An ideal book for MBA students and business professionals who are interested in E frame the situations we face. When we connect
specifi c tools for constructing leadership in their professional worlds. By focusing on with others through our framing, we shape reality.

P
the language toolbox of leadership, the book empowers anyone to construct leadership What’s more, if we “manage meaning” when
through talk and interaction.” O others are unable, we emerge as leaders.
—JOLANTA ARITZ, associate professor, Center for Management Communication, W Fairhurst draws examples from a wide range
of sources including business, politics, sports,
USC Marshall School of Business
academia, and the arts to bring the concept
E
of framing to life as an everyday communica-
“Building on her earlier acclaimed work, and written in a highly accessible style, Fairhurst’s R
tion skill. She includes a diagnostic instrument
thoughtful study provides us with a practical and highly relevant analysis of the power of

to help gauge your sensitivity to the framing
framing language from a leadership perspective. This is a must-have book.” O
T H E P O W E R O F concept. Fairhurst even dons her hat as an
—DAVID GRANT, professor of organizational studies, University of Sydney
F executive coach to tackle the common framing
dilemmas that leaders face.
“Communication is the most important element of leadership, and framing of the
F R A M I N G
F
subject and situation is one of the most powerful tools available to leaders. Gail Fairhurst
The Power of Framing challenges leaders to take
has created the handbook to help leaders do this right. A must-read for anyone in a
it up a notch by viewing framing as:
leadership capacity.” R
• A skill that leaders must master to
—RICH KILEY, venture capitalist, and retired Procter & Gamble marketing and
communicate vision and set priorities
HR executive
A
• A science that shows leaders how to
“To be an effective global manager, there is nothing more critical than understanding how think on their feet and frame on the spot
to frame an issue so that you are effectively communicating and motivating in a culturally M • An art form that leaders must hone like a
sensitive manner. This book will tune you into these issues and show you how to make craft with story, metaphor, argument, and
certain your communication is properly interpreted by your audience.” visual images as their primary tools
GAIL T. FAIRHURST is an award-winning —OLGA JACOB, general sales manager (Belgium, Netherlands, and Luxembourg),
I • A set of emotions that leaders must
professor of communication at the University of American Airlines
deploy to complement their message
Cincinnati, where she teaches leadership and N
• An ethical response in order for leaders
organizational communication. She has also
to achieve and maintain believability,
been a speaker, management consultant, and FREE www.josseybass.com
and so much more
executive coach for McDonald’s, Boeing, Procter PPremium Content G
MANAGEMENT/LEADERSHIP
& Gamble, General Electric, State Farm Insurance,
The Power of Framing is a must-read for today’s
Merrill Lynch, and the Children’s Hospital of
This book includes premium content that can be leaders, managers, and all those aspiring to
Cincinnati, among other organizations. CREATING THE
accessed from our Web site when you register at these jobs. Its easy-to-read style and practice
www.josseybass.com/go/gailfairhurst using the LANGUAGE of LEADERSHIP exercises make this a book you’ll turn to time
password professional. and again to sharpen your most important
PHOTO BY MELANIE CANNON communications.
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The Power
of Framing
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The Power
of Framing
Creating the Language of Leadership
GAI L T. FAI RHUR ST
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Copyright © 2011 by John Wiley & Sons, Inc. All rights reserved.
Published by Jossey-Bass
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Library of Congress Cataloging-in-Publication Data
Fairhurst, Gail Theus, date.
The power of framing : creating the language of leadership / Gail T. Fairhurst.
p. cm. — (The Jossey-Bass Business & management series)
Revised ed. of: The art of framing.
Includes bibliographical references and index.
ISBN 978-0-470-49452-3 (hardback)
1. Leadership. 2. Communication in management. 3. Interpersonal communication.
I. Fairhurst, Gail Theus, date. Art of framing. II. Title.
HD57.7.F356 2011
658.4’092014—dc22
2010032118
Printed in the United States of America
first edition
HB Printing 10 9 8 7 6 5 4 3 2 1
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CONTENTS
Preface xiii
Who Should Read This Book xvi
Overview of the Contents xvii
Acknowledgments xxi
Chapter 1: The Reality of Framing 1
The Rules of Reality Construction 2
Test Your Framing Style 15
Framing Through Pictures? 24
Chapter 2: The Skill of Framing 29
Culture and Its Discourses 31
v
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vi Contents
Mental Models 42
Core Framing Tasks 50
Chapter 3: The Science of Framing 61
Priming for Spontaneity 63
Building Complex Mental Models 77
Chapter 4: The Art of Framing 89
Framing as a Craft 91
The $1,000,000 Question: Combining
Framing Devices 110
Chapter 5: The Emotion of Framing 113
Emotional Intelligence and Framing 114
Emotional Contagion and Framing 121
Emotional Regulation and Framing 127
Chapter 6: The Ethics of Framing 135
Ethical Codes and Why We Need Them 136
Creating Mindfulness 142
Moral Positioning 145
On Crucibles and Teaching Moments 150
Chapter 7: The Leadership Context of Framing 157
Context, Leadership and Framing 161
Now It Is Your Turn 181
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Contents vii
Chapter 8: The Applications of Framing 187
Conversations 188
Framing for Campaigns 201
Glossary of Framing Terms 209
Notes 217
References 239
The Author 257
Index 259
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