Although framing as a process is value neutral, since it can be put to any political, commercial, or ideological purpose, this article shows how it can be used to engage Americans in discussions of public life and how it might be improved. By offering readers a deeper understanding of the pictures in people's heads that often prevent engagement in issues, the author roots framing in a long history of social and cognitive science scholarship that has addressed the impact of mass media on democratic participation. This article argues that intentional framing can serve as an essential corrective to patterns of thinking in American culture that often preclude considerations of context, systems, and policies and instead advantage explanations of individual effort and worth. (Contains 35 notes.)