Issue No. 15: Topi= c: A Framer Reads the News

date: Mon, 27 Oct 2003 14:49:37 -0500 x-mimeole: Produced By Microsoft MimeOLE V5.50.4807.1700 from: subject: The Frameworks Institute: Publications and Products - Kids Count E-Zines - Issue No. 14 content-type: multipart/related; boundary="----=_NextPart_000_00B0_01C39C99.8B5EEFD0"; type="text/html" mime-version: 1.0 This is a multi-part message in MIME format. ------=_NextPart_000_00B0_01C39C99.8B5EEFD0 content-type: text/html; charset="Windows-1252" content-transfer-encoding: quoted-printable content-location: http://www.frameworksinstitute.org/products/issue15framing.shtml Issue No. 15: Topi= c: A Framer Reads the News

Issue No.=20 15
Topic: A Framer Reads the News
Susan Bales for=20 the FrameWorks Institute
September 2002=20

Sometimes you just have to take your framing lessons where th= ey=20 happen. These days, since most of the news is about war and foreign= =20 policy, framers can learn a lot by analyzing the public debate and t= he=20 frame elements that inform it. Below we follow three important frami= ng=20 strategies now happening in the news: (1) level one priming, (1) the= =20 =93what=92s this about=94 rhetorical strategy, and (3) political car= toons and=20 storytelling.=20
As always, partisan examples are used solely to call attention to= the=20 ways that political actors routinely attempt to control the frames o= f=20 public discourse, and not to suggest any support for a particular pa= rty or=20 position=20
LEVEL ONE PRIMING

We=92re seeing a lot of this these days, but the Administration= =92s attempt=20 to provide a conceptual framework for a war against Iraq offers stun= ning=20 examples of reframing using values primes. We=92ve seen a sea-change= in the=20 way the war has been framed of late. The first phase of messaging fr= amed=20 the war as necessary to American self-interest, or keeping ourselves= safe=20 from terrorists. You=92ll note that this did little to engage the pu= blic=20 which, much public opinion suggests, is reticent to tell other count= ries=20 what to do, is strongly in favor of pursuing foreign policies in=20 collaboration with our allies, and does not wish to see the United S= tates=20 as either a bully or a policeman in the world community (for more on= how=20 Americans view foreign policy issues, see the FrameWorks website on= =20 international interdependence).=20
The second phase of messaging, then, turned to pre-emption, a cla= ssic=20 prevention frame that Kids Counters know all too well. Prevention is= a=20 hard card to play. The problem with this framing is that it focuses= =20 attention on how real is the threat. That=92s precisely what comes t= o light=20 in Senator Zell Miller=92s highly entertaining recounting of the que= stions=20 his constituents at Mary Ann=92s restaurant had about the war (=93Qu= estions=20 for the Commander in Chief,=94 Zell Miller, Washington Post, = Sunday,=20 September 8, 2002, Page B07). Note how the prevention frame drives p= eople=20 toward a =93them vs. us=94 worldview, which does not further the=20 Administration=92s goals. It also leads people to question whether w= e=92re=20 preventing the right threat, and why we haven=92t been doing it all = along =97=20 questions which erode the efficacy and credibility of the prevention= =20 frame. Constituents asked:=20

=93Even if Hussein has nukes, does he have the capability to r= each New=20 York or Los Angeles or Atlanta?=94=20
=93The old Soviet Union had thousands of nuclear missiles for = decades,=20 many of them capable of reaching our major cities, and yet we didn= =92t get=20 into a war with the Soviets. The president needs to explain why Ir= aq is=20 different.=94=20
=93They also want to hear an explanation of why we didn=92t ta= ke care of=20 this in the Persian Gulf, and why it is on our doorstep again so s= oon.=94=20

So, if self-interest and prevention don=92t work, where do you pl= ace the=20 level one value for the war in Iraq? Freedom and leadership are the = frames=20 of the day. The war is suddenly =93about=94 the liberation of Iraq f= rom the=20 tyranny of Hussein, preserving the integrity of the United Nations, = and=20 taking on the tough mantle of responsibility to make the world =93no= t just=20 safer but better.=94 These frames, unlike the earlier ones, are more= =20 altruistic and less about =93what=92s in it for us.=94 The result? D= ramatic=20 swings in public opinion. And an uphill battle for those who would t= ry to=20 win back the moral high ground.=20
=93The National Security Strategy of the United States of America= ,=94=20 released last Friday, should be required reading for any student of= =20 framing. But here=92s the Cliff=92s Notes version from the Washin= gton=20 Post coverage:=20

Possessing =93unprecedented =97 and unequaled =97 strength a= nd influence=20 in the world,=94 it begins, and =93sustained by faith in the princ= iples of=20 liberty and the value of a free society,=94 the United States also= has=20 =93unparalleled responsibilities, obligations and opportunities. T= he great=20 strength of this nation must be used to promote a balance of power= that=20 favors freedom.=94
The =93three strategic principles=94=85were to =93lead the w= orld=94 against=20 terrorists and =93aggressive regimes seeking weapons of mass destr= uction,=94=20 to preserve the peace by =93fostering good relations among the wor= ld=92s=20 great powers.=94 And to extend the benefits of liberty and prosper= ity=20 through the spread of American values and tangible rewards for goo= d=20 governance.=20
Bush Shifts Strategy from Deterrence to Dominance, Karen= De=20 Young and Mike Allen, Washington Post, Saturday, September = 21,=20 2002, A1

We can better appreciate the change in strategy if we harken back= to=20 the second Presidential debate in which candidate Bush explained his= view=20 of foreign policy; here are some salient excerpts:=20

=93The first question is what's in the best interests of the= United=20 States? What's in the best interests of our people?=85If I think i= t's in=20 our nation's strategic interests, I'll commit troops.=20
=93Somalia. Started off as a humanitarian mission then chang= ed into=20 a nation-building mission, and that's where the mission went wrong= =85And=20 so I don't think our troops ought to be used for what's called=20 nation-building. I think our troops ought to be used to fight and = win=20 war. I think our troops ought to be used=85when it's in our best=20 interests.=20
=93I think what we need to do is convince people who live in= the=20 lands they live in to build the nations. Maybe I'm missing somethi= ng=20 here. I mean, we're going to have kind of a nation-building corps = from=20 America? Absolutely not. Our military's meant to fight and win war= .=20 =93=20
Governor George W. Bush

The much-heralded level one frame of self-interest, having proven= not=20 so helpful in rallying the American people around the idea of war, i= s=20 abandoned for level one values of freedom, democracy, leadership, an= d=20 defending the integrity of our allied institutions. And, when these = values=20 are used to prime the discussion of what is the right thing for Amer= ica to=20 do, it sets up the noble cause frame that Americans are far more lik= ely to=20 endorse than the paltry prevention and pocketbook values.=20
So what=92s happening on the other side of this debate? Is there = anything=20 framers can learn from the way that critics of the Administration ar= e=20 positioning their issues?=20
In a Brookings Institution working paper, scholars Ivo H. Daalder= ,=20 James M. Lindsay and James B. Steinberg characterize two opposing=20 ideologies:=20

=93Americanists emphasize American primacy. They see a world= in=20 which the United States can use its predominant power to get its w= ay,=20 regardless of what others want. They believe the United States mus= t=20 summon the will to go it alone if necessary.=20
=93Globalists, on the other hand, emphasize globalization. T= hey see=20 a world that defies unilateral U.S. solutions and instead requires= =20 international cooperation. They warn against the temptation of thi= nking=20 that Americans can go it alone.=20
=93While Americanists focus on how American primacy frees th= e United=20 States to pursue its interests as it sees fit, Globalists stress h= ow=20 globalization both limits and transforms America=92s capacity to u= se its=20 power to influence events overseas.=94=20
From Geopolitics to Global Politics: The Challenge for Ameri= can=20 Foreign Policy, unpublished manuscript, Brookings Institution= =20

So let=92s analyze the level one strategies inherent in these two= camps.=20 When Americanists tell us how American primacy frees the United Stat= es to=20 pursue its own interests as it sees fit, and Globalists rejoinder th= at=20 globalization should both limit and constrain America=92s power over= seas,=20 who do you think wins the values battle? On the one hand, we have fr= eedom=20 and choice, and on the other hand we have limitation and constraint.= Who=20 do you think has the more resonant frame? What values are Globalists= for?=20 Constraint in service to what larger vision?=20
The Democrats=92 strategy, as articulated in the papers we read, = appears=20 to be to try to shift the debate back to the comfortable arena of do= mestic=20 issues where they believe they can win ground. What=92s wrong with t= hat=20 strategy, fellow framers? Are we learning anything from the oppositi= on?=20 What level one value informs this strategy? You got it =97 self(ish)= =20 interest =97 the same frame that didn=92t work for the Bush Administ= ration and=20 which they abandoned. Or, even more powerful, =93politics as usual.= =94 And=20 that=92s what David Broder finds as he talks to concerned citizens i= n the=20 washingtonpost.com chats. =93Politics over Principle,=94 declares hi= s column=20 (David S. Broder, Washington Post, Sunday, September 22, 2002= , B7).=20 Here we hear Democrats explain their exasperation with a party that = thinks=20 it can distract people into talking about things that hit home, e.g.= =20 prescription drugs and tax cuts, without taking on the issue of what= =20 should be our role in the world. And, each time they do this, Broder= =20 asserts, Americans become more and more uncomfortable with a kind of= =20 politics that they describe as having =93abandoned principle and lon= g-term=20 strategy for the short-term tactics they think will help them in thi= s=20 November=92s election.=94 Sounds a little bit like =93don=92t think = about=20 elephants,=94 don=92t you think?=20

WHAT=92S THIS ABOUT?

=93If this election becomes about our candidate and not Gray= Davis,=20 we lose the election.=94=20
California Secretary of State Bill Jones ( R ), discussing=20 controversy over nomination of Richard Riordan as Republican candi= date=20 for governor (Washington Post, A19, =93Riordan Clarifies Ab= ortion=20 Position in Calif. Debate,=94 Sunday, Feb. 10, 2002

The Riordan forces were right to worry, as history has proven. On= e of=20 the cleverest and simplest ways to frame and reframe is to state=20 explicitly what your issue is =93about.=94=20
The September 21st Washington Post offered two classic exa= mples=20 of how this device plays out in the struggle to define the terms of = the=20 debate. In an article on Rhode Island=92s lead paint suit, we see th= e two=20 sides attempt this framing strategy, in which the doctrine of =93pub= lic=20 nuisance=94 is being used to sue eight paint manufacturers for malfe= asance:=20

=93This case is about the right of the public to be free of = harm,=94=20 attorney Leonard Decof said on the state=92s behalf at the opening= of the=20 trail earlier this month. =93The lead paint in houses represents a= ticking=20 time bomb.=94=20
=93Most people who live in Rhode Island in houses with lead = paint=20 live safely and maintain their houses. It=92s not a hazard; it=92s= not a=20 nuisance,=94 (Defense Attorney Timothy) Hardy said. =93If you allo= w=20 electrical wires in your house to fray, you don=92t sue General=20 Electric.=94=20
=93R.I.=92s Novel Suit Targets Makers of Lead Paint,=94 Pamela = Ferdinand,=20 Washington Post, Saturday, September 21, 2002, A2=20

The first quote uses the power of the =93it=92s about=94 construc= t to set up=20 a frame of rights and irresponsibility (in ignoring danger). The sec= ond=20 quote attempts to stand the rights and responsibilities frame on its= head=20 by evoking the always powerful American frame of personal responsibi= lity.=20 And it does so by trying to make this =93about=94 THOSE PEOPLE who d= on=92t=20 maintain their property. The framing strategy here ends with metapho= rical=20 reasoning designed to drive home the irresponsibility of those who l= et=20 their lead paint chip, causing themselves harm.=20
Both are strong statements, but we think the =93it=92s about=94 c= onstruct=20 adds extra power to the litigants. When you define the problem, you = force=20 your opponent into negating it - just as this did - and then they ha= ve an=20 elephants problem: restating your position in order to rebut it.=20
Our second =93it=92s about=94 example is a little juicier. This e= xample comes=20 from Ellen Goodman=92s column =93Downsizing Jack Welsh=94 (Washin= gton=20 Post, Saturday, September 21, 2002, A21) and deals with the Wels= h=20 divorce and those of other famous executives. Goodman makes the case= that,=20 in the old days, these divorces were =93about=94 the wives, who were= portrayed=20 as greedy. Now, Goodman asserts, =93the attention wasn=92t on her gr= eed but on=20 his. For once it wasn=92t the soon-to-be-ex-wife of a gazillionaire = looking=20 for big bucks from her husband who was run through the media mill. I= t was=20 the corporate gazillionnaire himself.=94 And it wasn=92t about =93ne= ed=94 or=20 =93entitlement,=94 as past suits had been, but about =93partnership.= =94=20
The lesson here is to be very clear about what it=92s about, stat= e it=20 explicitly, and force your framing opponents to run on your frame. W= hen=20 you need to bridge away from a bad question, try opening with, =93wh= at this=20 is really about is=85.=94=20

POLITICAL CARTOONS AND STORYTELLING

If you have any remaining doubts about the way we constantly tell= and=20 retell the stories we already know in order to make sense of the new= s, try=20 being attentive to political cartoons. Precisely because they have t= o boil=20 down complex events and situations into pictographs, political carto= onists=20 are masterful at detecting the story behind the story.=20
In the Sunday, September 22nd edition of the Washington Post,=20 Tom Toles gives us a splendid example of this thought process. In ef= fect,=20 his cartoon is about trying to discern what fairy tale to use in ord= er to=20 make sense of George Bush. It=92s called =93W and the Beanstalk.=94 = In the first=20 frame, Mother US questions W who admits he traded the surplus for a= =20 handful of beans. When they don=92t grow =93magically,=94 as he expe= cts, he=20 moves to explaining that =93the Mother Goose that lays the golden eg= gs=20 explained it to me. Everything a tax cut touches turns to gold!=94 I= n the=20 next frame, W is portrayed as =93The Emperor=92s New Clothes,=94 pro= claiming his=20 new solid gold clothes that only the worthy can see. And in the fina= l=20 frame, he is Pinocchio, with a long nose from his lying. The postscr= ipt=20 returns to the original fable, as W says he has to =93get back to ki= lling=20 giants now.=94 This lively cartoon demonstrates the cognitive proces= s of=20 trying to find a familiar story to make sense out of complex situati= ons.=20 The cartoonist =93tries on=94 these different fables and then maps t= hem onto=20 the President=92s behavior and policies to see if they serve to expl= ain=20 them.=20
We strongly advise framers to attend to political cartoonists. In= =20 capturing these simple stories, they help distill the frames in play= and=20 suggest stories that advocates can use.=20
Framers must take their framing lessons from many other issues, n= ot=20 just the landscape of children=92s issues. And sometimes it=92s easi= er to=20 learn off of others=92 issue terrain than your own. Don=92t forget t= o send us=20 examples from your home-town papers to replenish our stock of framin= g=20 follies, great framing strategies, and other examples of elements of= the=20 frame!=20

COPYRIGHT =A9 2003 - THE FRAMEWORKS INSTITUTE

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