Reframing Process Research Articles

‘It’s just my knee’: a qualitative study investigating the process of reframing and young athletes’ perceived quality of life between anterior cruciate ligament injury and surgery

ObjectivesTo understand the factors influencing young athletes’ perceptions of quality of life (QOL) following an anterior cruciate ligament (ACL) rupture, prior to reconstructive surgery.DesignQualitative descriptive study using semi-structured interviews and...

Entangled Co-Design with a Trickster: Speculative Framing and Reframing

Speculative design, as a diverse set of methods that aim to offer critique, can be challenging to engage productively. In this design case, we share how a prior, stalled design project—an ambitious vision of interdisciplinary design education partnered with business and housing development projects in Santa Fe, New Mexico—provided compelling precedent as we sought to reframe during the COVID-19 pandemic. We recognized that solution-focused ways of working in the prior project left the design problem undefined. As we began the design work detailed in this case, we leveraged the perspectives and design knowledge of our interdisciplinary team of faculty and students. While design cases often emphasize the designed training or program, we focus on our reframing process, sharing vignettes as we prepared to and participated in activities at a design workshop, and then used our own design practices to engage in problem framing workshops. In sharing these accounts, we characterize the pandemic as a trickster and speculative co-designer, who revealed much about how our efforts were entangled with institutional structures. Across these punctuated vignettes of design work, we highlight how an initial broad problem frame invited this trickster to participate and how the application of problem framing tools wrested framing agency from the trickster. Collectively, this anchored our attention to systemic inequities in ways that troubled notions of sustainability.

Working through frame incongruences: A process perspective on (re)framing for digital servitization

Industrial firms are increasingly seeking new means of competitiveness through digital servitization that involves incorporating digital services and platforms. Despite the growing prominence of digital servitization, we have yet to understand how such changes are being framed, reframed, and unfold in industrial firms. To this end, we undertake an in-depth longitudinal exploratory case study of an industrial firm to understand the organizational framing and reframing activities vis-à-vis digital servitization. Our findings identify how motivational, diagnostic, and prognostic framing gradually unfolds over distinct phases. Specifically, our findings reveal the occurrence of frame incongruence among different groups of actors, compelling the firm to engage in strategies and tactics to achieve frame alignment. Notably, we identify that management engages in the alignment processes of frame extension, translation, and clarification, which creates a space of workable certainty. While transient in nature, this state of workable certainty serves as a catalyst in propelling the firm forward in its pursuit of a digital servitization strategy. By shedding light on the process of digital reframing that firms undertake in order to materialize their digital servitization strategy, our study contributes to a deeper understanding of this phenomenon. Moreover, we raise pertinent managerial implications for firms embarking on the path of digital servitization, emphasizing the imperative of continuous attention to the ongoing framing and reframing processes accompanying such change endeavors.

The Great Reset – a key for transformation of Bulgarian agriculture

This scientific article explores the potential of The Great Reset initiative to revive Bulgarian agriculture by proposing a transformative approach to address the critical challenges faced by the sector. The paper employs a logical sequence of analysis and argumentation beginning with a literature review on The Great Reset and its potential impact on the sector. The analysis highlights the pressing need for a structural reform in Bulgarian agriculture. The paper proposes a reframing process to address these challenges through The Great Reset framework, drawing on insights and findings to develop specific recommendations for policymakers, farmers, and other stakeholders. The results section of the paper highlights the potential impact of The Initiative on the transformation of Bulgarian agriculture. The discussion section analyzes the positive and negative correlation between The Great Reset policies and the transformation of Bulgarian agriculture. The paper concludes that The Great Reset is not only desirable, but could also be a necessary catalyst for the transformation of Bulgarian agriculture. The conclusion section provides practical guidance for stakeholders seeking to embrace a divergent vision for the sector. This scientific article offers a convincing case for why The Great Reset initiative can be crucial for the transformation of Bulgarian agriculture. It underscores the importance of a holistic, collaborative, and forward-looking approach that can help unlock the potential of Bulgarian agriculture and position it for long-term sustainability and growth. As such, it contributes to the ongoing debates about the future of agriculture in Bulgaria and offers action oriented recommendations. Keywords: Great Reset, agriculture, Bulgaria

DESIGN THINKING SEBAGAI METODE PERANCANGAN LOGO PERAYAAN ULANG TAHUN KOTA MAKASSAR 416 TAHUN

Design Thinking as The Method for Designing the Logo of Makassar City’s 416th Anniversary. A city's birthday party is a representation of enthusiasm and appeal in a series one year earlier. The general government will issue a logo as a visual element of the celebration attribute. The city's birthday celebration becomes an annual event for the city community and a space for casual communication together. The published logo will become a celebration of communication identity as well as a space for public expression. This design will aim to create an appropriate visual identity to represent expectations and as a forum for wider public expression. Design thinking is a structure of thinking and acting in producing solutions or policies. This method precipitates the process of empathy and reframing in determining the ideas produced. In the process of designing expressions and expectations are found as insights in realizing a visual identity which is then derived in the form of a logo. The visual identity of Makassar City's 416th anniversary celebration brings togetherness and innovation as a theme. This is also a message contained in communications to the public. A good visual identity can motivate people to be more participatory in urban changes in the future. Keywords: logo, visual identity, city anniversary, design thinking, Makassar city

Design thinking for innovation in sustainable built environments: a systematic literature review

PurposeThis systematic literature review investigates the contribution of design thinking (DT) as a process and tool to drive innovation in a sustainable built environment (SBE) and develops a new model for sustainability research integrating DT and future thinking approaches toward achieving a unified DT and foresight notion for future research and applications.Design/methodology/approachThis review was based on the Preferred Reporting Items for Systematic Reviews and Meta-Analyses (PRISMA) statement. Open-access English articles published between 2000 and 2022 identified using the EBSCOhost, Emerald Insight, DOJA, JSTOR, Scopus and Taylor and Francis database searches were reviewed. The review framework deploys a previously proposed modified Ansoff matrix with an integrated innovation matrix to identify and analyze the challenges and opportunities for innovation growth in SBE. Additionally, a citation analysis was conducted to explore the impact of DT for innovation in SBE, and a proposed framework based on design by drawing on foresight theory was developed.FindingsResearch on DT for innovation in SBE faces the challenge of unanticipated impacts. According to the average number of citations per document, innovation associated with new solutions within a new context seems to become highly influential. Additionally, research gaps exist in the integration of foresight and DT into sustainability research to identify new contexts and solutions to SBE. A model of foresight design thinking (FDT) is proposed to guide future research and support the practical application of DT in sustainability.Research limitations/implicationsThis analysis was limited by the selection criteria as only certain keywords were used and English-only articles were selected. Future research should consider the use of DT for innovation in SBE using various important keywords, which would improve research findings and expand the contribution of DT to SBE.Practical implicationsThe FDT model offers a new holistic framework for the iterative process of reframing and reperception, focusing on divergent and convergent thinking with the goal of contributing to SBE practices.Social implicationsThe integrated framework of DT and foresight can contribute to the study and development of sustainable innovation and a strategic shift toward a sustainable society.Originality/valueThe integration of DT, foresight and sustainability can broaden the horizons of sustainability research by systematically addressing future challenges related to SBE, which can be translated into feasible and innovative solutions. Thus, the FDT model complements the application of DT in sustainable innovation in this research field.

“It's how people act out there that counts”: Examining linkages between emerging and protective organisationally desirable managerial masculinities and a reimagining of formal safety policies in the offshore oilfield

The male-dominated occupations comprising North Sea offshore oilfield work have long been stereotyped as attracting rough, ‘hard’ and pro-risk identities. However, stereotyping of male identities in high-risk workspaces are challenged by recent literatures citing complex, hybrid and emerging notions of safety-positive masculinities. Industrial policies are often highlighted as the catalyst for rapidly reshaping men's masculinities towards identities interlinked with performances of safety. Despite claims, few studies conduct structured policy analysis of safety-risk policies and pair this with interviews with policy makers. This study contributes to a body of existing literatures examining how formal oilfield safety policy influences construction of oilmen's institutional masculinities. Structured Document Analysis (DA) of three core safety policies was conducted at a major Scottish oilfield drilling organisation. Semi-structured interviews with seven policy-maker-supervisors were also conducted onshore; exploring contents, construction, and formal-informal goals of policy. DA uncovered two distinct blueprints influencing workplace identity; a dominant blueprint promoting ‘traditional’ oilfield masculinities, and a secondary blueprint promoting emerging oilfield masculinities. Policy makers revealed complex, informal processes of managerial reimagining, reframing, and selective policy interpretations, leading to prioritisation and promotion of motifs from only the secondary policy blueprint in the worksite; upholding emerging protective and pro-safety workplace masculinities. This downplayed, minimised, and overrode the ‘traditional’ -more prevalent- dominant policy motifs. The importance of findings are discussed, as is a pathway for future organisational masculinities, policy and energy-safety research to take advantage of the methodological approach and learnings developed from this scholarship.

Age of Visible Machines is Over

In this paper, I explore how the Harun Farocki’s late cinematic essays engage with a variety of computer-synthesised images to critically interrogate cultural anxieties regarding the waning of the index and the ostensible ‘loss’ of the real in the era of digital filmmaking. Applying close textual analysis to the projects Serious Games (2009-2010) and Parallel I-IV (2012-2014), I demonstrate that Farocki’s sustained engagement with ex nihilo images extends the filmmaker’s career-long interest in deconstructing the technical, ideological and economic aspects of ‘operational’ imagery to the specific context of advanced digital animation. In these cinematic essays, I argue, Farocki repurposes a range of digitally simulated images extracted from different sources, including footage extracted from popular video games, 3D architectural models, and military training programs, to investigate both the aesthetic qualities of computer animation and the role they play in wider social and institutional processes. Before I examine Farocki’s late work in depth, I first address the scholarly discourse surrounding the development of digital filmmaking, which treats the split between analogue and new media in terms of a straightforward conflict between the inherent trustworthiness of the former and the unreliability of the latter. According to such a viewpoint, the fact that analogue media is based on pro-filmic light values being physically imprinted onto a photochemical surface creates an immediate isomorphic link between the referent and its cinematic record, which means that analogue footage can be relied on to function as a ‘trace’ of the real. Having established this as background, I then examine the essayistic strategies mobilized by Farocki in his late digital works to challenge the ‘truth status’ of cinematic images and encourage the viewer to think carefully about the process of production which created the image and the social context in which it was circulated. Applying close textual analysis of the projects Serious Games and Parallel I-IV, I illustrate that Farocki’s late cinematic essays offer a sophisticated examination of the nature of realism, materiality and epistemological uncertainty in the digital era. It is my contention that, instead of communicating a single, objective ‘truth’ to the viewer, Farocki’s cinematic essays reflexively call into question the truth status of the images they place under scrutiny, therefore pointing to the ways in which images may be manipulated, falsified and inflected with bias. Farocki, therefore, mobilizes essayistic strategies to realize the epistemological potential of synthesized images which hold no direct indexical connection to pro-filmic events by subjecting them to a rigorous process of critical reframing. In exploring the function, formal design, and technological constitution of contemporary simulated images, Farocki expands and reconfigures classical notions of ‘truth value’ in nonfiction cinema based on the values on transparency, objectivity and photographic indexicality.

Coping strategies in patients with good outcome but chronic fatigue after aneurysmal subarachnoid hemorrhage

BackgroundFatigue is a highly prevalent and debilitating symptom among patients in the chronic phase of aneurysmal subarachnoid haemorrhage (aSAH) with no identified effective treatment. Cognitive therapy has been shown to have moderate effects on fatigue. Delineating the coping strategies used by patients with post-aSAH fatigue and relating them to fatigue severity and emotional symptoms could be a step towards developing a behavioural therapy for post-aSAH fatigue.MethodsNinety-six good outcome patients with chronic post-aSAH fatigue answered the questionnaires Brief COPE, (a questionnaire defining 14 coping strategies and three Coping Styles), the Fatigue Severity Scale (FSS), Mental Fatigue Scale (MFS), Beck Depression Inventory (BDI-II) and Beck Anxiety Inventory (BAI). The Brief COPE scores were compared with fatigue severity and emotional symptoms of the patients.ResultsThe prevailing coping strategies were “Acceptance”, “Emotional Support”, “Active Coping” and “Planning”. “Acceptance” was the sole coping strategy that was significantly inversely related to levels of fatigue. Patients with the highest scores for mental fatigue and those with clinically significant emotional symptoms applied significantly more maladaptive avoidant strategies. Females and the youngest patients applied more “Problem-Focused” strategies.ConclusionA therapeutic behavioural model aiming at furthering “Acceptance” and reducing passivity and “Avoidant” strategies may contribute to alleviate post-aSAH fatigue in good outcome patients. Given the chronic nature of post-aSAH fatigue, neurosurgeons may encourage patients to accept their new situation so that they can start a process of positive reframing instead of being trapped in a spiral of futile loss of energy and secondary increased emotional burden and frustration.

A Framework for Justice-Centering Relationships: Implications for Impact in Place-Based Community Engagement

Community engagement in higher education has been promoted as critical to fulfilling higher education’s responsibility to the public good through teaching, learning, and knowledge generation. Reciprocity and mutual benefit are key principles of community engagement that connote a two-way exchange of knowledge and outcomes. However, it is not clear from existing literature whether community engagement impacts communities in positive ways. 
 The problem addressed through this study was how campus-community partnership stakeholders define impact. Using grounded theory, the ways community and campus partners defined, measured, and understood community impact in a diverse set of campus-community partnerships at two U.S. urban, Jesuit universities that employ place-based approach to community engagement were explored. Relationships as facilitators of impact and as impacts in and of themselves emerged as central themes. Themes from the data led to the development of the Justice-Centering Relationships Framework which includes two paradigms for understanding community impact in higher education community engagement – Plug-and-Play and Justice-Centering Relationships – that are bridged by a Reframing process. The Framework contributes to and informs the “how” of taking a place-based community engagement approach that leads to positive benefits for community impact, student learning and formation, and institutional change.

De-Commemoration as a Factor of Collective Memory Formation in South America

The article focuses on de-commemoration, i.e. the elimination of monuments and other objects with historical meaning, in South American countries. The goal is to analyse the examples of these processes found in different countries of the region, using a new typology of this yet insufficiently studied phenomenon, proposed by sociologists Tracy Adams and Yinon Guttel-Klein. There are examples of de-commemoration linked to democratization of socio-political and, consequently, cultural space in the region, as well as the revision of monumental heritage in the context of changing perceptions of society and some of its influential segments of the country's past or their transition from verbal rejection of certain objects to destructive actions. The novelty of the study lies in the use of the new typology, originally applied to the analysis of the Israeli experience, in the study of memorial objects in South America and the analysis of diverse memorial units and country-specific features of the processes of de-commemoration, namely desecration and reframing, primarily in Paraguay and Colombia. One of the main conclusions of the study is the possibility of de-commemoration in the studied region in relation to objects belonging to chronologically and essentially different historical periods and phenomena. The author also reveals the multifunctionality of de-commemoration. Finally, it has been found that the interest of the state in the implementation of memory policy in general and de-commemoration in particular often plays a decisive role in the implementation of projects in this sphere.

Mental health and criminalization of abortion: emotional experiences in restrictive scenarios

This article brings together the central results of an investigation, carried out since 2017. Through an online questionnaire, linked in virtual groups during the period of June - August 2019, it was possible to understand the emotional issues of 55 Brazilian women, who interrupted voluntarily at least one pregnancy. Respondents highlighted depression, anxiety, guilt and shame as present suffering, however, most reported feeling relief from the experience. The narratives were worked on by Discourse Analysis, which enabled discussions in the fields of psychoanalysis and social sciences. The investigation reinforced previously found results, given that suffering is more linked to criminalization than to the interruption and, each woman will re-signify the experience in a unique way. In addition, qualified listening was rated as fundamental in the decision and reframing process.

Diverse Approaches to Negotiating and Transforming Industrial Architectural Heritage

The Industrial buildings of the 19th and 20th century on the outskirts of Athens, Piraeus, Chalkida, Xanthi, Karditsa – architectural tokens of a violent, sweeping deindustrialization – claim a new life and a new identity. The tobacco warehouse in Xanthi, the soap and pomace oil plant in Chalkida, the old ware-houses of the railway station in Karditsa, the fertilizer plant in Drapetsona (Pi-raeus), the Votrys spirits and alcohol factory in Sepolia (Athens) – they are all being transformed and rearranged, acquiring a new form and structure, aspiring to be reintegrated into the urban reality and play a brand new active role in the socio-political scene. This paper presents, through a series of research proposals, distinct ways to ap-proach, manage and negotiate this ready-made and readily available architectural “raw material.” It showcases ways to highlight and cross-pollinate past usage and historical memory with a process of reinterpretation, reframing and revitalization of industrial ruins. Understanding architecture as a complex and open activity allows for a degree of compromise and conciliation with the locus, the memory, the material imprints, the history of a city. When the anthropocentric focus takes precedence over practicality, commerciality, the ideology of pomposity and the culture of opulence and technocratic sensationalism; when synthetic gesture al-lows the integration of tangible and intangible traces of the past to produce new spaces that show care for the collective needs and sensibilities of the citizens and address demands and visions of the community; then the architectural conception is fulfilling its primary role: to be in the core of scientific processes that modify, revitalize and transform the existing urban matter.

Dissonance, Reflection and Reframing: Unpacking the Black Box of Motivation Internalization

AbstractSelf‐determination theory (SDT) suggests that motivation internalization is a proactive process in which people ‘take into themselves’ the reason for engaging in a task. This has important managerial implications because internalized motivation is beneficial for individual and group performance and wellbeing. Yet we know little about how individuals internalize their own motivation nor why individuals internalize their motivation for some tasks and not others. Through interviews with 40 employees in two charities I found that motivation internalization occurred through a process of reflection and cognitive reframing across three process narratives: developmental, opportunity‐enhancing, and prosocial internalization. Motivation internalization was triggered by cognitive dissonance arising from conflicting action tendencies and energized by the need to resolve motivational inconsistency or guilt. The source of this dissonance drives different process narratives, which are also associated with different behavioural and attitudinal outcomes. This research provides a deeper understanding of the proactive nature of motivation internalization and offers opportunities to integrate different theoretical perspectives on work motivation, which have traditionally been seen as conflicting.

Gender mainstreaming and frame analysis: A qualitative study of childcare policies in Argentina, Brazil, and Uruguay during Latin America's left turn

AbstractThis article analyzes how and to what extent gender equality perspectives mobilized by feminist actors have (re)designed childcare policy frames to address the sexual division of labor during the left turn in Latin America. Using the Mainstreaming Gender Equality in Europe (MAGEEQ) framework as the foundation for our study, we conducted qualitative case study research in Argentina, Brazil, and Uruguay by examining official documents. We also reviewed feminist literature and documents to access the positions adopted by the actors involved in the reframing process. We identified quite different results for gender mainstreaming in childcare policy: (1) Argentina—non‐occurrence; (2) Brazil—occurrence (reasonably marginalized); and (3) Uruguay—occurrence (fairly well embedded). We expect to contribute to the development of the MAGEEQ framework, particularly in terms of care policy investigations, and for adapting this framework to the Latin American context.

Factors influencing acceptance, adoption and adherence to sentinel node biopsy recommendations in the Australian Melanoma Management Guidelines: a qualitative study using an implementation science framework

BackgroundSentinel node biopsy (SN biopsy) is a surgical procedure used to accurately stage patients with primary melanoma at high risk of recurrence. Although Australian Melanoma Management Guidelines recommend SN biopsy be considered in patients with melanomas > 1 mm thick, SN biopsy rates in Australia are reportedly low. Our objective was to identify factors impacting the acceptance, adoption and adherence to the Australian SN biopsy guideline recommendations.MethodsOpinions of Australian key informants including clinicians, representatives from melanoma education and training providers, professional associations and colleges, and melanoma advocacy organisations were collected through semi-structured interviews (n = 29) and from publicly released statements (n = 14 news articles). Data analysis involved inductive and deductive thematic analysis using Flottorp’s determinants framework.ResultsA complex interplay of contemporary and historical factors was identified as influencing acceptance, adoption and adherence to the SN biopsy guideline recommendations at the individual, guideline, patient, organisational and social levels. Expert and peer opinion leaders have played an important role in facilitating or inhibiting adoption of guideline recommendations, as have financial incentives driven by healthcare-funding policies and non-financial incentives including professional identity and standing. Of critical importance have been the social and knowledge boundaries that exist between different professional groups to whom the guidelines apply (surgeons, dermatologists and primary care practitioners) with adherence to the guideline recommendations having the potential to shift work across professional boundaries, altering a clinician’s workflow and revenue. More recently, the emergence of effective immunotherapies and targeted therapies for patients at high risk of recurrence, the emergence of new opinion leaders on the topic (in medical oncology), and patient demands for accurate staging are playing crucial roles in overcoming the resistance to change created by these social and knowledge boundaries.ConclusionsAcceptance and adherence to SN biopsy guideline recommendations in Australia over the past 20 years has involved a process of renegotiation and reframing of the evidence for SN biopsy in melanoma by clinicians from different professional groups and networks. This process has helped to refine the evidence for SN biopsy and our understanding of appropriate adoption. New effective systemic therapies have changed the balance towards accepting guideline recommendations.

“The Glorious Pain”: Attaining Pleasure and Gratification in Times of Delayed Onset Muscle Soreness (DOMS) among Gym Goers

Delayed onset muscle soreness (DOMS) is a widely known phenomenon among gym goers. For many of them, experiencing DOMS the day after working out in the gym is often perceived as rewarding and something of which to brag and be proud. Although existing work within the biomedical field has undoubtedly shed light on coping with and managing DOMS, there remains little in-depth qualitative research on the gym goer’s lived experience regarding this phenomenon. Following Becker’s conceptual framework of using marihuana for pleasure, the article will examine the way gym goers learn to attain pleasure and gratification in times of DOMS through a process of reframing and socialization. Ethnographic research was conducted for two years in two gyms, using a combination of participant observation and semi-structured interviews. Findings illustrate three coherent stages a novice gym goer experiences while becoming an experienced gym goer and enjoying DOMS: (1) learning the proper “working-out” technique required to experience positive effects; (2) recognizing the effects of DOMS and their connection with the workout; and (3) enjoying the effects of DOMS caused by working out. Moreover, once gym goers manage to change the definition of negative sensations and interpret them as enjoyable, DOMS often becomes an indispensable experience that has to be religiously pursued. In this context, the audience in front of which the gym goers perform their DOMS serves as a “front region of behavior” for gaining social recognition by instrumentalizing their pain to strengthen and solidify their gym goer identity.

Co-designing alternative frames of ageing and experiences of challenging ageism in Australia

ABSTRACT Ageism is an ongoing pervasive issue that can be difficult to challenge. The aims of this study were to co-design alternative frames about aging in a workshop and to explore the process participants went through using these to challenge ageism in their communities over a three-month period. Participatory action research combined with co-design were used. Full-day workshops involving 27 participants across urban and regional Australia introduced participants to the concept of ageism, framing, engaging with community, and co-designing alternative frames of aging. An online group allowed participants to support each other and continue exploring ideas as they challenged ageism in their communities. After 3 months, follow-up debrief sessions involving activities and semi-structured interviews were conducted. Data from workshops (activities, recordings), online posts, and debrief sessions were analyzed. Participants found the reframing process useful for challenging aging stereotypes in the community. Over the three months they developed an increased awareness of ageism (in self, others, society) and challenged these in different ways, including changing their internal dialogue, challenging others’ views on aging, and actively defying stereotypes. Five alternative frames emerged: diversity and human rights; empowerment and support; value/contributions; lifelong learning; intergenerational. The process of creating alternative frames was important and allowed participants to bring their own values andnarratives to the experience.

Restless Rewritings: The Politics of Enigma and Exposure in the Squire's Tale

ABSTRACT This article explores representations of political spectacle in Chaucer's Squire's Tale. Unlike previous studies, it focuses on the relationship between spectacle as an embodied and enacted event and spectacle as an event translated into, and rewritten in, a commemorative poetic narrative. Placing Chaucer's Squire's Tale in conversation with Richard Maidstone's Concordia, I argue that both poems reflect self-consciously on the risks and opportunities of that process of translation. On the one hand, both texts suggest that narrative commemorations enable writers to edit and rewrite embodied sovereign performances, preserving or generating wonder, enigma, and authority; the awkwardness or exposed workings of human-engineered spectacles can be effaced. On the other hand, this process of reframing is itself problematically conspicuous and man-made. The attempt to preserve enigmatic authority—and the static cognitive state of amazement attending it—ultimately points back towards exposure and the restless cognitive motion of rewriting and reseeing.

КОГНИТИВНЫЕ МЕХАНИЗМЫ ЭВФЕМИЗАЦИИ МАНИПУЛЯТИВНОГО ХАРАКТЕРА

The article discusses the cognitive mechanisms underlying the creation of manipulative euphemisms; it presents the essence of those cognitive tools that are used by the media to manipulate the recipients, consuming their content. The research tasks are: identification of the parameters enhancing the cognitive mechanism of reframing in relation to euphemisms; determining what part of the original meaning structure is inherited in a new creative meaning of the euphemism formation. The methods used are: conceptual analysis, frame analysis, analysis of socio-cultural interpretant, principle of dynamic conceptual semantics. As a result of the study, we obtained the data on how the process of reframing is carried out with euphemisms used for manipulation purposes. For its implementation, the cognitive mechanisms of analogy, conceptual deviation and conceptual blending are used, backstage cognition is activated. During reframing, the slots of the source frame are mapped onto the slots of the construed frame. Word or phrase representing the source frame profiles the conceptualization and triggers the set of target frame slots. In the case of using a euphemism for reframing, a contextually justified, but more neutral expression that does not carry negative conceptual attributes is chosen. The results can be used in cognitive linguistics and journalism studies.