Thanks! It's a very interesting and important topic. Sadly I read a German book about political framing, so I cannot recommend anything to you.

But here is the basic linguistic idea. We never think about a word and have nothing else in mind. Our brain is just not capable of doing so. Our brains need connections to understand the world. So we always build linguistic "frames" around words which make words understandable and palpable.

Example: if you think about a bird you don't just have a bird in mind, but also a basic idea about what birds do, where birds usually are, how they look, if you like them, etc.. you might (unconsciously) imagine a bird sitting in a tree or flying around. So a bird is associated with being above us, with flying, freedom, being small, living in trees. Etc. That's a linguistic frame.

In politics these frames shape our moral and political views more than we are aware of. And that can be a good thing or very, very dangerous.

Political example: If we hear for example about a flood of refugees, the debate is already framed and the discussion is almost over. We have ideas about floods: they are catastrophic, natural forces, we cannot control, which have no human origin and which threaten us. But is that really true? Are refugees not often a result of human actions? Like civil wars, bad governance or dictatorship? And are refugees a natural, uncontrollable force or individual human beings who need help and can be argued with?...you see where this is going.

Another example: If you speak about paying taxes, you automatically assume that the state is somehow a company you do business with. The word pay frames this association, because that's what we do all day: paying for services and goods. We get the same value for our money. But a childless couple funds schools via taxes without getting anything out of it. So is the state a company? Or are we all the state? Do we really pay for services and goods or do we contribute to a functioning society support our fellow citizens with money? Maybe we should call it tax contribution instead to frame it correctly?

Last example: People often speak about gay marriage. Again the debate is already framed, before the discussion begins. We thing foremost about gays now, what they do, if we like them, that we maybe disgusted by some guys kissing, etc..If we speak about marriage equality, we suddenly think about equality and equal rights. It's a subtle difference, but an important one.

And so on, and so on. There tons of these political frames out there and they definitely shape how we think, feel and -this is the scary part - form political opinions.