The Master of the Frame lays it down in three 'grafs:
via Reader Supported News (RSN)
A Moral Focus for Occupy Wall Street
I think it is a good thing that the occupation movement is not making specific policy demands. If it did, the movement would become about those demands. If the demands were not met, the movement would be seen as having failed.
It seems to me that the OWS movement is moral in nature, that occupiers want the country to change its moral focus. It is easy to find useful policies; hundreds have been suggested. It is harder to find a moral focus and stick to it. If the movement is to frame itself, it should be on the basis of its moral focus, not a particular agenda or list of policy demands. If the moral focus of America changes, new people will be elected and the policies will follow. Without a change of moral focus, the conservative worldview that has brought us to the present disastrous and dangerous moment will continue to prevail.
We Love America. We're Here to Fix It
I see OWS as a patriotic movement, based on a deep and abiding love of country - a patriotism that it is not just about the self-interests of individuals, but about what the country is and is to be. Do Americans care about other citizens, or mainly just about themselves? That's what love of America is about. I therefore think it is important to be positive, to be clear about loving America, seeing it in need of fixing, and not just being willing to fix it, but being willing to take to the streets to fix it. A populist movement starts with the people seeing that they are all in the same boat and being ready to come together to fix the leaks.
Read the whole piece; he understands the nature of what's going on.
His final word:
Above all: Frame yourselves before others frame you.
(update: Top of the Rec list! This humble offering doesn't deserve that, but Lakoff should get the eyes, so thanks.)