a340-11f-101-15-ChavezCh6 - Living in our Globalized World...

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Living in our Globalized World: Notes 15 The Power to Frame Discourse: Chavez Chapter 6 Copyright Bruce Owen 2011 - Chavez: Shadowed Lives: Chapter 6, Green Valley’s Final Days, pp. 105-120 - Migrants come to work - Even minimum wage in the US is much higher than comparable jobs in Mexico - some employers don’t pay - Ethical issue: problems for Green Valley came to a head when the LA Times ran a favorable article about the two restaurants - with photos showing how one was hidden - and a map showing the location of the camp - the author apparently meant to improve the image of the camp and the migrants - but the information was used in a different way, against them - what if you were an anthropologist, social worker, etc. writing an ethnography or trying to help migrants? - could you be honest and completely “transparent” with your audience? - Knowledge is not neutral. It will be used. - The ethical person has to think about how their information will be used, and by whom - To the list of bad characteristics of the migrants was added: intentionally flouting our food safety laws - according to a Health department inspector, there was little actual threat to migrants’ health, much less the surrounding Anglos’ - eliminating Green Valley was re-framed as ensuring the safety of the migrants… - Note what has happened here - the underlying issue (as we saw last time) is that the immigrants do not conform to the host culture, and are interpreted as disrespecting and threatening it - that will not sound convincing or morally right if stated explicitly - Anglos want to believe that we are not racist, and are compassionate - Destroying the Green Valley camp would conflict with those cultural values - the solution is to “ re-frame ” the issue in a way that allows us to ignore the contradiction between the action and our cultural values - framing the discourse ” refers to a process of getting people to use certain metaphors and associations when they discuss or think about an issue - this determines the “frame of reference” in which the issue is interpreted, or the framework of ideas in which it is placed - people’s responses will be shaped in part by how an issue is framed - How to frame an issue: - first, pick a “frame” (a context, metaphor, image, etc.) in which to discuss the issue - pick a frame that predisposes people to come to the conclusion that you favor - examples: - “tax relief” - frame: healing or curing disease
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Anth 340.101: Living in our Globalized World F 2011 / Owen: Chavez Ch. 6 p. 2 - implies that taxes are a burden or ailment from which one is naturally entitled relief - naturally suggests that reducing taxes is good - “paying your fair share” - frame: personal responsibility - implies that taxes are a legitimate responsibility that only a freeloader would try to evade - naturally suggests that reducing taxes is unfair and bad - then, get people to use the frame that promotes your point of view
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a340-11f-101-15-ChavezCh6 - Living in our Globalized World...

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