By Bill May, National Catholic Register - The authors emphasized, “Framing is what we choose to say and how we choose to say it. But it’s also what we leave unsaid. It’s the values we use to build support for our cause.” That takes discipline... To the Stanford students, the authors wrote, “To effect broad and transformational change, we believe that social change leaders of all stripes must develop a deep understanding of how frames work. Framing concerns the choices we make when presenting information and how those choices affect people’s attitudes, understandings and actions.”