5 - Temperament tricks

Summary

The chapter explores the strategic use of framing to adjust the perceived emotional intensity of issues, a technique that can either ignite public interest or cool down potential controversies. This chapter investigates how different social actors manipulate the ‘temperature’ of discourse around various topics, from political debates to environmental concerns, using framing to shape public perception and influence behaviour. It illustrates how the heating or cooling of issues can mobilize or dampen public engagement, drawing on examples that show the powerful effect of emotional framing on collective action and apathy. The chapter scrutinizes the ethical implications of such framing practices, questioning where the line between persuasion and manipulation lies. Analysing the methods behind tempering the emotional charge of public issues offers insight into the nuanced interplay between media, activists, policymakers, and the public. The chapter encourages readers to critically evaluate the framing of issues in media and political rhetoric, promoting a more discerning approach to understanding the forces that shape our perceptions and actions.