750 words speech draft,24 hrs

Leadership Framing Yijia Guo, Ph.D.

Assistant Professor

BUCO

Agenda

• Understand Frame and Framing Styles • Apply Framing Strategies • Practice

Challenge: What Would You Say?

Use a metaphor to describe your feelings for Covid-19

“Wicked Problems”

Instead of centering "the economy's" needs

"The economy is well-managed when the pandemic is well-managed. A pandemic is so destructive that, ultimately, any policy to slow the spread is going to be good for the economy. Reopening by decree won't work. If tens of millions of people become sick and millions of people die, the economy suffers, and not just because the workforce is being depleted. Widespread fear is bad for business: consumers won't flock back to restaurants, book air travel, or spend on activities that might put them at risk of getting sick."

Try centering people's needs

"We're seeing how the things we truly value - from people's physical safety to the vitality of community life - are intertwined with the economy. We have all been reminded how important it is to know that our income will be stable and that we'll be able to access the things we really need. As policymakers craft ways to respond to the pandemic, they should design measures that put these kinds of needs first. The hallmark of an economy that really works is that it works for people."

Leadership Framing

Mental Picture/Frames/Reality (Ways of seeing)

Construct frames with Mental Model, Cultural discourse, and Language,

Framing (Ways of talking)

Leadership Framing

What do you see? Now what do you see?

“Framing” involves the ability to shape meaning via replacing frames that others use to see the world

=

Choose one meaning over another when we communicate (setting agenda)

Language Forms= Framing Devices

Frames Framing Devices

Metaphorical frame

Master frame Simplifying frame Gain and loss

frame (pros and cons)

Believability frame

Truth and reality (Facts)

Objectivity (Distance from

bias)

Legitimacy (Appealing to other credible

sources)

This speaker used ____(language forms) to construct ______(frames/ speech goals).

Intention Tool Goal Impact

Three Types of Leadership Framing Style

Expressive Conventional

Strategic

Main Differences ?

Expressive

� Lacks an “edit” function; least sensitive to “framing” as a skill.

� Primary goal is to express one’s self and react to others. Language is simply the means to expression.

� Messages are edited only when negative consequences are readily apparent. � Upside: Appears more

trustworthy

• Former President Trump • Dong, Mingzhu (Chairwoman of Gree Electric. "One of the toughest

businesswomen in China)

• Cao, Dewang (Chinese entrepreneur; Founder of Fuyao Glass)

Examples?

Conventional

• Communication is cooperative and governed by social rules and customs.

• Language involves expression in terms of the social effect one wants to achieve, rather than the thoughts one has.

• Possible upside: Good sensitivity to “framing.” Possible downside: Merely reactive to context

• Most managers and parents • Many crisis management • Al Gore, George H.W. Bush-I’ll handle whatever comes up.” • Jack Ma (Heavy user of Chinese culture and feminine values)

Examples?

The Strategic

• People and situations are not fixed; rather, they are created and negotiated through language.

• In difficult situations, the context and situation are redefined to be appropriate.

• Heightened sensitivity to language; the most sensitive to “framing.”

• Possible downside: Manipulators?

• Steve Jobs • Martin Luther King Jr. • Zuckerberg • Ren, Zhengfei

Other Strategic Framers?

Zuckerberg’s apology letter…

“This may sound silly, but I want to thank all of you who have written in and created groups and protested. Even though I wish I hadn't made so many of you angry, I am glad we got to hear you. And I am also glad that News Feed highlighted all these groups so people could find them and share their opinions with each other as well.

About a week ago I created a group called Free Flow of Information on the Internet, because that's what I believe in – helping people share information with the people they want to share it with.”

Language Forms= Framing Devices

National Discourse

Framing Cultures and Identities

• E.g., Disney and Pixar in 2006 — Was the acquisition a right decision? – Resist:

• “It’s not a value-destroying, but a value-creating process.”

– Construct and shape: • “Mickey Mouse and Nemo are now corporate cousins.” (Who we are)

• “It was a real home run”-Kevin Mayer (VP) (What we achieve)

• “Now everyone can focus on what is most important: creating innovative stories,

….that delight millions of people from around the world”—Steve Jobs (Attention/ Goal)

Frames Framing Devices

Metaphorical frame

Master frame Simplifying frame Gain and loss

frame (pros and cons)

Believability frame

Truth and reality (Facts)

Objectivity (Distance from

bias)

Legitimacy (Appealing to other credible

sources)

This speaker used ____(language forms) to construct ______(frames).

• VW’s Martin Winterkorn

– “I am shocked by the events of the past few days.”

• Tony Hayward

– CEO of BP

– “I want my life back”

Examples of Poor Framing

Examples of Framing

“Google is not a conventional company. We do not intend to become one.” ----Google

Framing to persuade Framing to influence

Framing to brand Framing to promote

Promote 2

Framing/ Persuasion Task As a manager working in the Fuyao, now you need to deliver a speech to your Chinese and American employees to address the conflicts emerging. Prepare a 1 min speech, using at least three framing devices.

Scavenger Hunt!!!!

Find Examples of A Framing Style (Public record preferred

and upload)

Identify Framing Devices (Language

Forms)

Analyze Frames/ Purposes

This speaker used ____(language forms) to construct ______(frames).

Highlights

1. Your framing needs to have clear goals and purposes (frames constructed)

2. Your linguistic tools (Framing devices) determine your framing abilities

3. Emotional intelligence and cultural intelligence is required for a master framer

4. A master framer needs to listen first to detect framing opportunities