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).