Frameshopping is the art of crafting a political argument or attack using effective language and brevity. A strong frame can find its way into ads, tweets, and the zingers delivered by the pundits. Conservative Frank Luntz is the master of this art, regularly releasing language guides that have helped the far right control the conversation; even supposedly liberal news outlets often end up phrasing issues in Luntz’s poll-tested pro-conservative language.
Here are a few sharp barbs I thought up; in the comments, offer your own punchy one liners that you’d like to see injected into the mix.
Mitt Romney is lying, greedy slimeball with no integrity whatsoever. (this sounds like an ad hominem, but it’s quite well supported by his behavior in the campaign trail. Having framed this challenge, you can follow up with examples)
Mitt Romney wants to be president so he can create tax loopholes for himself at your expense. (Language: tax cuts sound good, tax loopholes sound bad. And “at your expense” personalizes the reaction. Follow up by contrasting “corporate jets” with “crumbling bridges and schools”)
Obama got the economy back on track, but then the Tea Party derailed it. (Even Republicans get fed up with the Tea Party hysteria. Note that the 2010 GOP takeover of Congress obstructed all of Obama’s job-creation bills.)
Romney’s offering the same thing Bush did: more endless wars, more Enrons, and no accountability. (Language: accountability sounds good, regulations sound bad. Bush is really bad, and no one on Earth likes Enron)
The GOP has lost its mind; they’ve turned into the Sarah Palin Party. (Who better to symbolize the complete nonsense coming from the right these days?)
Your turn – give us your best progressive frames!