When I read this piece, I immediately thought of the work of George Lakoff.
Julie M

Love that you see this connection!

George Lakoff was one of my mentors earlier in my career (and I have been helping organizations with framing strategies for almost a decade now). Building up the conceptual framework for a field is about framing and the language used to describe what a problem is, how it is resolved, who is involved, what they are doing to help or hinder the effort, and so forth.

I carefully framed this article around the need to apply insights from marketing with ethical integrity to support the spread of credible knowledge. ;-)