In the social sciences, framing comprises a set of concepts and theoretical perspectives on how individuals, groups, and societies organize, perceive, and communicate about reality.
Neuroplasticity refers to the potential that the brain has to reorganize by creating new neural pathways to adapt, as it needs. Think of the neurological changes being made in the brain as the brain's way of tuning itself to meet your needs.
How is the use it or lose it aspect of neuroplasticity helpful for understanding why this 10% claim is a myth? If you used only 10% of your brain, then the other 90% that is not being used would shrink and die.