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. ;-)