We've Been Framed

“A frame is the central organizing idea for making sense of relevant events and suggesting what is at issue. News and information has no intrinsic value unless embedded in a meaningful context that organizes and lends it coherence.”  
Scott London, How the Media Frames Political Issues - 2006
 
If you can get everyone to use your language in the discussion of an issue, you’re halfway to winning the argument. As a former advertising and public relations professional, I have always been interested in how language choice can frame issues and shape debate.
 
Simple word choice framing is nothing new; it’s been used throughout history. Samuel Adams and friends did a masterful job of framing when they spread the news about an incident in their hometown. Loyalists would have probably called it “The Boston Riot,” but the Sons of Liberty got their frame out first. The name “The Boston Massacre” stuck, and it became a rallying point for revolutionaries.
 
Today both political parties have full time professionals deciding what language should be used to frame every issue discussed on the media.

One current politician who understands framing is Arnold Schwarzenegger. Prof. George Lakoff, UC Berkley, analyzed the language of the 2003 California recall and the Schwarzenegger election. The “voter revolt” implied that there was something so heinous going on that a revolution was necessary.  Schwarzenegger's acceptance speech continued the theme. “When the people win, politics as usual loses.” 
 
Some framing struggles are obvious. The whole Anti-abortion: Pro-life / Pro abortion: Pro-Choice argument has been going on for years. Others can go almost unnoticed.
 
Here are some examples involving taxes:
 
Back when Republicans were for fiscal responsibility, they proposed caps on the growth of social spending. Democrats called it “budget cuts targeting the poor.” And they said it often enough that the media started referring to the proposals that way.
 
Are you for Tax Cuts or Tax Relief? Relief implies pain. Who can be against relief?
 
An Estate Tax sounds OK, but who would support a Death Tax?

When Steve Forbes ran for president in 1996 and 2000, his main issue was a proposal for simplification of the tax code with a flat tax. I had no idea how it would work, but I had an open mind. This was a wealthy guy who understood the complex tax system and its loopholes. I was looking forward to a good explanation of how the tax system might function if his ideas were implemented. After all, if corporations and the wealthiest Americans can afford to hire tax lawyers to work the system, there must be a lot of money involved. But I never got to see any projections of how a flat tax would affect the country. Forbes’ political opponents dismissed his proposal as a “Flat Tax Scheme.” Nobody trusts a scheme. When I heard news anchors adopt the term, I knew it was all over.
 
Framing is also evident in foreign affairs. Is that group a bunch of terrorists or are they Freedom Fighters? Is that struggle a civil war or an insurgency? Does that nation have a government, or is it under a regime?
 
It’s been fun watching the framing fights around the recent health care bill. It seems to me that the Republicans did a better job than the Democrats of staying on message. How many times did you hear some version of a “government take-over of health care” being “shoved down the throats” of the American people.
 
What other word choice framing have you spotted recently?