Introduction

Summary

This introductory chapter sets the stage for a profound exploration of framing as a pivotal mechanism of social influence and persuasion. Through the compelling narrative of an early instance of activism in Amsterdam, the chapter illustrates the transformative power of physical and metaphorical framing in altering public spaces and societal norms. The chapter establishes framing as a ubiquitous yet often unconscious force shaping human perception and interaction across various issues, from food consumption and climate change beliefs to the broader implications of ethical and sustainable consumption. The chapter argues that understanding and navigating the frames that define our reality is crucial for effective communication, social change, and personal empowerment. By highlighting the inherent complexity and multidimensionality of framing, the chapter challenges the reader to reconsider the role of framing in public discourse and personal decision-making processes. It sets the groundwork for the book’s deeper investigation into framing as a nuanced art, offering insights into its potential for both enlightenment and deceit. The chapter underscores the importance of framing in societal debates and personal choices, advocating for a more conscious engagement with the frames that influence us.