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11 Stop De Stank 1

Stop de stank

In een weiland langs een provinciale weg in de Bommelerwaard staat een immens bord. ‘Stop de stank’ is erop te lezen. De eigenaar van het weiland wil er een geitenstal bouwen voor ruim 5000 geiten. En daar is de buurt op tegen. Vandaar dat bord. De omgeving protesteert tegen de bouwplannen.

De tekst op het bord is slim gekozen. In geen velden of wegen is nog een geitenstal te bekennen, het is helemaal niet duidelijk of die geiten überhaupt wel stank gaan veroorzaken, en of die lucht dan in de verre omgeving te ruiken is. Maar het bord suggereert dat dit wel het geval zal zijn. En dat mag volgens de afzenders niet gebeuren.

Framing heet deze strategie waarbij je met uitgekiende woordkeuze het onderwerp van gesprek naar je hand zet. Wil je dat iemand een positief of een negatief gevoel bij het onderwerp krijgt, dan kies je de woorden die daarbij passen. Goede frames zijn óf negatief, óf positief. Zo kan er geen onduidelijkheid ontstaan over de betekenis ervan. En dat is exact wat ‘Stop de stank’ doet: het frame is onweerlegbaar negatief.

Een goed frame nestelt zich in je hoofd

Extra sterk aan dit gekozen frame is dat het een algemene waarheid verwoordt. De kans is groot dat dit frame alleen maar medestanders heeft; níemand houdt immers van stank. En het voelt heel onnatuurlijk om te gaan verkondingen dat je vóór stank bent. Dat zie je gebeuren in de (politieke) discussies over dit onderwerp: die gaan niet alleen meer over een bouwvergunning, maar over het voorkomen van stank, overlast en dieronvriendelijke situaties.

Tot slot is het frame goed te onthouden dankzij de alliteratie van de s’en in de leus. ‘Stop de stank’, je hoeft de zin maar eenmaal gehoord of gelezen te hebben, en je kunt hem zo reproduceren. Een goed frame nestelt zich in je hoofd. En doordat de zin zo lekker bekt, is de kans groot dat die vaak genoemd zal worden in de discussie. Het zal voor de geitenboer en de politieke voorstanders van de geitenstal dan ook een hele kluif worden om de stal te realiseren. Door het gekozen frame staan zij bij voorbaat al met 0-1 achter.

Wat de voorstanders van de bouwplannen in ieder geval níet moeten doen, is het frame van de ander herhalen of ontkennen. In beide gevallen geldt: zodra je zélf de geframede woorden in de mond neemt, zien mensen dat juist als een bevestiging. Slimmer is om zelf een nieuw, positief frame te bedenken dat het negatieve frame overtreft. Ik weet dat frame zo nog niet te verzinnen …

Verder lezen
  • Liebrecht, C. (2016). Fan-tas-tisch om hier te zijn! Verbeter je taalgebruik. Amsterdam: Bertram + De Leeuw.
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      Fairysanizi16p13 februari 2017

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