Frames, with respect to a discussion or argument, are different categories to 'slot' an idea or topic, just like a car can be evaluated by its color, price, or model number.
You've probably gotten in a political argument in the recent past, whether with your nutso cousin at Thanksgiving or your militantly ignorant co-worker at a happyhour. And you'll probably get in another political argument sometime in the near future. Hard as it may be to believe, you can actually win these arguments.
One of life's most difficult emotional situations is the argument. Whether with someone you love, despise, or don't even know, conflict can increase anxiety and blood pressure, if not your sense of discomfort. Some people go to great lengths to avoid conflict of any kind, while others seem ready to argue at a moment's notice.
If you appear to be giving the other side’s position a thoughtful review, then the solution you propose will seem to be far more sensible. Furthermore, your opponent may come to your side without you having to do anything other than listening.
We spend a lot of our lives trying to convince or persuade others to our point of view. This is one of the reasons that Daniel Pink says that we're all in sales: Some of you, no doubt, are selling in the literal sense- convincing existing customers and fresh prospects to buy casualty insurance or consulting services or homemade pies at a farmers' market.
When knowledge is put to the test, our familiarity with things leads to an (unwarranted) overconfidence about how they work.
Most of the time others won’t test their knowledge either. This is the beginning of how we start to show others or even ourselves that our view of the world might need updating.