Analysis of 'Framing' Techniques Used at the RNC

http://www.berkeley.edu/news/media/releases/2004/09/02_lakoff_gop3.shtml

Nailing the frames of the Republican National Convention

Wednesday, September 1: Red-meat night frames Kerry

By George Lakoff

UC Berkeley linguistics professor George Lakoff is filing daily dispatches about the language used in the major speeches of the Republican National Convention. Lakoff is a senior fellow at the Rockridge Institute and the author of "Moral Politics: How Liberals and Conservatives Think"; his latest book, "Don't Think of an Elephant: Know Your Values and Frame the Debate," will be published by Chelsea Green in mid-September. (Bart Nagel photo)
• August 30: All terror, all the time
• August 31: Pull yourself up by your bootstraps — if you can afford the boots
• September 1: Red-meat night frames Kerry

Last night was red-meat night. Tear up the opposition and throw them to the dogs. This is traditionally a vice-presidential task so that the president can keep his hands clean. But this time Vice President Dick Cheney had the help of Zell Miller, a nominal Democrat who almost always votes with Republicans.

It is important to distinguish between honest framing on the one hand, and framing by distortion and spin on the other. Arnold Schwarzenegger may actually believe that everyone and anyone can make it in this American economy, even though a quarter of the jobs pay very little money. But the frame that Miller and Dick Cheney were constructing last night was one that they could not have believed. This was framing by deception.

Their job was to frame John Kerry. And frame him they did. Here are the techniques they used.
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He really nails the various elements of frame and smear and offers dead-on rebuttals.

Glad you posted about it ... especially in light of the newest frame: "Ownership society." :scared: