It is not news that frames and framing play an important role in public discourse. Take party politics, for example. Political consultants use focus groups to work out how their clients’ policies can be most beneficially framed (and how their clients’ opponents can be framed in the worst possible light). Advertisers and spin doctors then translate those frames into images and slogans, which politicians, lobbyists, and partisan media can then use. This type of framing can be a tool for manipulation – for reinforcing prejudices and creating new ones. It is part of the political dark arts, a way of turning emotions, both positive and negative, into political capital. No doubt, this way of using framing is an important source of the widespread view that being subject to framing effects is a paradigm of irrationality.