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Framing the Future by Bernie Horn

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CHAPTER 5How Framing Works

Time for another quiz! When were these political slogans in vogue, and what were they all about?

  1. Tippecanoe and Tyler Too
  2. Don’t swap horses in midstream
  3. Crown of thorns… Cross of gold
  4. Speak softly and carry a big stick
  5. Do Nothing Congress

Time’s up. American message framing is as old as American politics. Thomas Jefferson and James Madison practically invented the modern campaign at the turn of the nineteenth century. In 1800, they used negative campaigning to frame their old friend John Adams as a monarchist. Of course, they didn’t call it framing. There was no discussion of any science behind political persuasion. American politicians framed their arguments because they knew what worked. For example:

Answer ...

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