Thursday, September 11, 2008
Straightening the frame
Another important essay about framing in the Presidential campaign. Turns out that George Lakoff is worried that the Obama campaign is moving in the wrong direction frame-wise, and conversely, the McCain campaign is defining itself through frames which touch Americans at a deep level.
As Lakoff suggests, when McCain calls himself a maverick, the last thing you want to do is say, "He's not a maverick." Because, while confronting him in a clearly negative way, you repeat his frame ("maverick") and that only reinforces it in the minds of voters. Instead, as Lakoff suggests, forget using the phrase "not a maverick," and use the frame "yes man."
Obama should be saying that McCain is "in with the Washington in-crowd," who use their influence to funnel power to those who are already rich and powerful.