Political frame
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A political frame is a word or idea that brings to mind other words or ideas within a specific paradigm. It refers to the way a word or phrase is packaged for mass consumption, but in a political context. For example, in the United States at least, usually the words "abortion" and "terrorism" bring to mind conservative policies while "the environment" and "corporation" bring to mind progressive policies.
Frames are generally thought to be symbolic of something greater than the image or word itself. However, it shouldn't be thought that the Statue of Liberty or the American flag are frames, because they are sponsored by both the progressive and conservative viewpoints and don't necessarily bring to mind any policy or politics.
It's debatable whether the use of frames was actually "invented" or was simply a natural way of talking about politics in the contemporary era. According to the main contributor to the theory of the use of political frames in American Politics, George Lakoff, conservative politicos developed frames before progressives did.
Before George Lakoff, a cognitive scientist from Southern California, wrote his book, "Don't Think of an Elephant", the phrase "political frame" had no meaning, but was an active tool in conservative politics.
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[edit] Conservative Frames
Conservative frames tend to be linked to what Lakoff referred to as the "structuring parent" model. People are bad, and need to be structured vigorously to become good. The ones who are good get rewards and the ones that are bad get punishment. It does not condone the nurturing mindset and views it as weak, and, subsequently, views dominating personalities favorably. The conservative frame tends to be centered on white, male, Christian, etc., values.
[edit] Examples
- Abortion - It is argued that conservatives are anti-abortion mainly to punish people who have sex before marriage. This has evidence, but it can never be proven.
- Civil Union / Gay Union - This term is encouraged by conservatives instead of gay marriage because putting gay and marriage together make the concept more reasonable.
- the Constitutional Option - This term was created to replace the phrase the Nuclear Option which refers to the destruction of the filibuster option by the minority party in the Senate.
- Flip-Flopper - Used mainly against John Kerry in the 2004 election. It was shown that even voters in remote areas referred to Kerry as a "flip-flopper" first before any other attribute, without many people being able to give examples.
- Intellectual Diversity - This term refers to a response to what conservatives see as a lack of conservative teachers at universities.
- Terrorism - Used for many years after 9/11/01 by Bush and various Republicans, it was the third most viable issue in the 2004 election according to CNN exit polls.
[edit] Progressive Frames
Progressive frames tend to be linked to what Lakoff termed the "nurturing parent" model. People are neutral or good, and need to be led to become better. The ones that are good should help the ones that are bad, and punishment is left for very extreme cases or is left out entirely. The progressive frame doesn't tend toward any demographic.
[edit] Powerful frames that either side could use
- the American flag, the Statue of Liberty, and other national symbols - Used by both parties. However, there's no evidence at all that voters notice or are more likely to vote for someone who uses those symbols more.
- careers instead of jobs - (Frank Luntz) "Careers" bring to mind satisfying, life-long employment, whereas a "job" seems more temporary.
[edit] External links
[edit] Progressive Framework Institutes
- The Rockridge Institute was created by George Lakoff in response to Conservative thinktanks.
- http://www.frameworksinstitute.org/
[edit] Conservative Framework Institutes
- The Project for a New American Century is credited with framing the invasion of Iraq.
- Focus on the Family is active in spreading the frame of conservative Christian doctorine.
