Kerry Must 'Reframe' Bush -- and Fast
Kerry Must 'Reframe' Bush -- and Fast
"JOHN KERRY is in trouble because the Bush campaign has seized control of what psychologists call the "frame" of this year's presidential contest. Bush, Karl Rove, Dick Cheney, and company have framed the election starkly: Bush will keep us safe in a time of terror. He will put money in people's pockets by cutting our taxes, and somehow that will also be good for the economy.
Bush and Cheney have also framed Kerry. He is inconstant, an effete elitist who lives in a lah-de-dah neighborhood, speaks a foreign language, keeps changing his mind on everything from Vietnam to Iraq. This signals that Kerry is culturally different from ordinary folks (like Bush) and that if he wavers on everything else, you can't trust him to be resolute on terrorists.
If this imagery hardens, Kerry is toast. Experts who study how public issues become framed in people's minds, like Susan Bales of the FrameWorks Institute, say that you can't change views merely with evidence. You have to change the frame.
For Kerry and for Democrats, the frustrating reality is that everything important about George Bush and his presidency is a lie. Bush himself is far more of a phony. As several biographies have documented, he virtually fell upwards, benefiting from family connections to survive a dissolute youth, draft avoidance, and several business failures. But Bush has seized the iconography of the honest cowboy, the regular guy clearing brush on his Texas ranch, the war hero arriving by fighter plane to rescue America. That Kerry actually served in combat, that he made his way upwards with far less family help, gets buried under the smears."
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"JOHN KERRY is in trouble because the Bush campaign has seized control of what psychologists call the "frame" of this year's presidential contest. Bush, Karl Rove, Dick Cheney, and company have framed the election starkly: Bush will keep us safe in a time of terror. He will put money in people's pockets by cutting our taxes, and somehow that will also be good for the economy.
Bush and Cheney have also framed Kerry. He is inconstant, an effete elitist who lives in a lah-de-dah neighborhood, speaks a foreign language, keeps changing his mind on everything from Vietnam to Iraq. This signals that Kerry is culturally different from ordinary folks (like Bush) and that if he wavers on everything else, you can't trust him to be resolute on terrorists.
If this imagery hardens, Kerry is toast. Experts who study how public issues become framed in people's minds, like Susan Bales of the FrameWorks Institute, say that you can't change views merely with evidence. You have to change the frame.
For Kerry and for Democrats, the frustrating reality is that everything important about George Bush and his presidency is a lie. Bush himself is far more of a phony. As several biographies have documented, he virtually fell upwards, benefiting from family connections to survive a dissolute youth, draft avoidance, and several business failures. But Bush has seized the iconography of the honest cowboy, the regular guy clearing brush on his Texas ranch, the war hero arriving by fighter plane to rescue America. That Kerry actually served in combat, that he made his way upwards with far less family help, gets buried under the smears."
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posted by A. J. Franklin @ 19:51
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