framethe debate
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Framin The Debate For Election 08TRANSCRIPT
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Frame the DebateTake Our Country Back! - Training
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How we win
• Unite and reclaim• Learn to “frame”• Know your values• Use language and
framing that works for your position
• Activate liberals in all religions
• Understand “Strict Father” politics
• Activate “Nurturant” model
• Understand why President Bush is a weak president
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Framing is
• More than finding ‘better’ words• Reflects your values and your beliefs• Connects values to issues in ways that
have self-contained arguments built in
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Framing is not
• Messaging• It is a new way of thinking about all the
issues
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Telling the Truth
• Tell it forcefully and straightforwardly• Tell it with moral conviction• Use the common language of our
values
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Are these your (political) values?
• Empathy / Compassion
• Responsibility• Strength• Fairness• Fulfillment• Trust• Cooperation
• Protection• Opportunity• Freedom• Prosperity• Community• Honesty• Open
Communications• Service
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Truth will not set you free
• Once a frame is set• People do not listen to contradictory facts
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Who’s Agenda?
• Frame your own issues proactively• Don’t just respond to the
conservatives’ frames
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Avoid These Words or phrases
• Tax relief • War on terror • Abortion / partial-
birth abortion
• Clear Skies / Healthy Forests Act
• Death tax• Gay marriage
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Employ These Words or phrases
• Investment provides dividends• Republican policies have made us WEAK• Ending a pregnancy• Dirty Skies Initiative or Leave No Tree
Standing Act (Rename Orwellian terms)• Marriage is the realization of love in a
lifetime commitment• The Birth Tax• Corporations are deserting America
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Reframing
• They say• We need tax relief• We need a strong
president to protect us
• Same sex marriage will undermine family life
• Trial lawyer. Frivolous lawsuits
• You say• Taxes are
investments• We have a week
president who didn’t protect us
• Marriage is the realization of love in a lifetime commitment
• Public protection attorney
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Patience
• Don’t expect to convert anyone right away
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Common Sense?
• Reframing is a skill• It takes time to develop
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First step
• Think about values
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The task
• Think about how to frame an issue using your value• For example, if the issue if poverty and
your value is protection• Every family deserves a safe and healthy place
to live
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Remember
• Working with issues• NOT about the facts of the issue
• It’s about the values that tell us the issue matters to us
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Resources
• www.rockridgeinstitute.org• www.pdamerica.org/dfa• the DVD, How Democrats and Progressives
Can Win: Solutions from George Lakoff. • George Lakoff’s best-seller, Don’t Think of an
Elephant!