Frames of reference are triggered - by words, visuals, actions and messages. They can be triggered intentionally and unintentionally.
They cannot be turned off once they are triggered. Everything is framed and an experience or message can't be unframed.
Frames can, however, be replaced by other frames.
If the audience and speaker are using different frames, messages will inevitably be misunderstood. So to help avoid miscommunicating , you have to avoid triggering the wrong frame for your audience.
Think of it this way: Frames are like gel filters for lights. You snap them into place and they change how things look.
Only, there is always a filter in place - you can switch them out, but you can't turn them off.
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