Theory

Frames are mental structures that shape the way we see the world.

• Frames shape perceptions.
• Frames provide a foundation or background for information.
• People don't accept facts that don't fit their dominant frames.

When arguing against the other side, do not use their language.

Conservative strict father model

Discipline, punishment, obedience, self-interest, competition, self-reliance, moral authority, dominance, power = morality.

Progressive nurturant parent model

Responsibility, empathy, protection, fulfillment, freedom, fairness, trust, community, communication.

Liberal Myths

The truth will set us free

The truth -- facts, evidence -- influences people only when it fits their frames.

It's irrational to go against your self-interest

People vote their identity and values, even when that is to their disadvantage.

As in marketing, polling data should determine positions

It is better to express ideals and build the platform based on those ideals.  Activate your model in the "middle".

Taking Action

Orwellian language points to weak areas in the conservative message.

Ideas come first.  The right use of language starts with ideas.  When you think you just lack words, what you really lack is ideas.

Responses to the right's political message machine:

1. Talk about values.
2. Use strategic initiatives to integrate progressive issues.

See the eleven things progressives can do.