How you tell a story is almost as important as the story itself.

The moment you fade in on your narrative, you frame it. You establish a point of view — even if its strict neutrality. And strict neutrality is rarely as neutral as it thinks it is. That, too, is a framing problem.

If you report a lie — without framing it as a lie — it’s perceived as the truth. When you sit a climate scientist next to a climate denier on a set and shoot them 50-50, you’re framing their conversation as a 50-50 — literally. The visual language says these two points of view are being represented on the screen in their proportional likelihood of truthfulness. At 50-50 — to judge by the framing — either could be right.

Quick side note, CNN & MSNBC — A more truthful, accurate screen representation would have the climate scientist occupying 99% of the screen and the denier getting roughly 1% — not because what he’s saying is 1% valid but for shits n giggles. I want to experience a climate denier shouting (at 1% of the audio mix too) into the wind as the wind devours them. See? I just framed a cruel streak in myself. I like to mock stupid people. And I think people who frame things badly are stupid.

Every time the Main Stream Media tell a story that’s framed incorrectly, they lead us further astray — and further down the authoritarian rabbit hole. The whole point of making the Truth hard to know starts with FRAMING IT THAT WAY. By “framing” the Truth as “hard to know”, those unwilling to question that assertion will now accept as truth that the Truth is beyond them. And all it took to get there was dishonest framing.

If you frame abortion as “baby-killing”, you’re framing it dishonestly. If you frame hunting as “sport”, you’re framing it dishonestly (you’re murdering animals for fun — admit it — the animal would tell you that’s what’s happening). If you frame

The fact that Donald Trump became president and is still president is a failure of framing. The CORRECT framing of Donald Trump was obvious the moment he rode down that escalator in that whorehouse of a building of his and announced that Mexicans are rapists. Trump framed himself as a racist. A few days later we heard him frame himself as a rapist, too, whose wealth apparently gave him permission to sexually assault women at will. Donald Trump framed himself as a criminal every time he bankrupted a casino. Everyone with a brain knew he’d been laundering money for the Russian mob. The proper frame for Donald Trump has always been a “thing”.

And yet… Our news media framed Trump differently. They stuck racism and bigotry and rapey behavior IN the frame (in a corner) but they didn’t use them to FRAME the way THEY were “telling” Donald Trump. In spite of the honest way Trump himself was framing himself, the media insisted on framing Trump as the imaginary character that had been created for him by Mark Burnett so as to make “The Apprentice” make sense.

As we now know, The Art Of The Deal wasn’t just utter bullshit, it was the utterest bullshit. While Trump was putting his name on Tony Schwartz’s writing, he was on his way to losing 1.7 billion dollars. A more honest framing of the book would have been The Art Of Near Total Failure.

I just wrote the last installment of a series called Blunt Truths for Weedmaps news — about the true story of cannabis prohibition. Yes — it was racism start to finish. But the way Harry Anslinger — America’s first Commissioner of Narcotics used racism to frame cannabis was a stroke of dark public relations genius that’s still haunting us. Even as cannabis is legalized, it’s still drenched in the bullshit mythology Anslinger created for it. We still frame cannabis from the point of view of a racist lie.

Every time a Hallie Jackson or an Alex Witt or a Chris Matthews goes to commercial with a tease that asks “Was the FBI SPYING on the Trump Campaign?” they’re literally FRAMING the story from THE CRIMINAL’S POINT OF VIEW. Think about it. The FBI wasn’t spying, they were carrying out a legitimate counter-intelligence investigation because good, solid evidence fairly shouted that Trump was owned by the Russians — but MSNBC is still FRAMING the story as SPYING because that’s what the subject of the investigation — the guy owned by the Russians — calls it.

It’s ludicrous. It happens every damned day.

Terrible framing is why so many of us remain in a constant stage of agita. We expect the Fourth Estate — as part of its Constitutionally mandated responsibility — to be the final check on power. To do that, they need to acknowledge that indeed that IS their responsibility.

I bet if they framed it that way to themselves, they’d get better at their jobs immediately.