Frameshop: The Path
STRATEGY - To be more effective in political debate, understand the tactics that the Bush White House uses.
TODAY'S "BUSH TACTIC" - The "Path" Metaphor
HOW IT WORKS - Bush starts with a policy that he knows violates public trust or has no popular support (e.g., invading Iraq, killing Social Security). Bush deceives the public into supporting the policy by making up something good or bad that you say will happen "down the path" (e.g., war:democracy in Iraq, patriot act:nuclear attacks in cities, end Social Security:bankruptcy). Anyone who disagrees, accuse them of not having the "courage" or "vision" to "confront" or "believe in" what's "up ahead."
WHY IT IS EFFECTIVE - Bush uses the path metaphor to link the real present to a made-up future. Radical, destructive policies are only a problem if the public thinks about them in terms of actual events. But if the public thinks about them in terms of the Bush imaginary future, they're not so radical. Change Social Security? Better to change it now than have bankruptcy up ahead. American soldiers dying in Iraq everyday? Better that they die now than the whole world is taken over by terrorists down the road. Torture our prisoners? Better to torture them now than stay on the path towards a nuclear bomb exploding in Dallas.
WHAT TO DO ABOUT IT - (1) Set people on the real path. Displace Bush's made-up future with actual consequences of the present course. (2) Recast the issues through metaphors that evoke American values (e.g. unity and strength as standing together).
ANALYSIS - This is an example of Neo-Con “magic words” that have been purchased by the Bush White House for millions of dollars from private PR firms, and which they intend to repeat over and over again to distract Americans from the Vietnam-style war in Iraq. The logic of their argument is that “free elections” are a “step” towards turning a “free Iraq” into a “democratic Iraq.” These are noble ideas, but Iraq is a country occupied by the United States military and engulfed in a brutal guerilla war with no foreseeable end. 
HOW IT WORKS - Most people assume that Neo-Con PR campaigns begin with the "talking points" presented in a speech by the President. Not true. Before Bush speaks, the White House always, always circulates "magic words" to media outlets and Bush followers. In a coordinated launch, members of the Bush inner circle then use these "magic words" in multiple media interviews. When the President finally speaks, his followers hear the "magic words" and repeat, repeat, repeat. As the sound of these "magic words" grows, the rest of the public begins repeating these words, too.
KEY - Neo-Cons use "PC" to cast Progressives as a sinister "movement" leading America down the path to totalitarianism. When they say "PC movement" it reminds Americans of other dangerous movements (e.g. Fascism, Communism, Totalitarianism, Terrorism, etc.). This leads people to respond with the thought that "PC" must be stopped, is dangerous. This is deceptive because it masks the real problem: Republicans using PC as a rallying cry for the censorship and intimidation of teachers.
By turning a Holocaust ceremony into a PR stunt for the quagmire in Iraq, Vice President Cheney and President Bush have trampled on the memory of those who suffered in Auschwitz, they have slapped in the face all those Iraqis and Americans suffering in the war, and they have shamed the American people. 
