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I think it's a matter of definition. I always thought of framing as understanding your audience and expressing your ideas in a way which puts a "frame" around a viewpoint to highlight the way it matters to them. It's a general technique which is very important to effective communication, but there are ways to make it manipulative, such as preying on people's fear/greed/envy/ other negative emotions. But I think framing is a neutral term which does not exclusively mean negative emotional manipulation. Having said that, I haven't read the articles on the site to know which way the Framing Institute uses the word framing.