Winning with Words: The Origins and Impact of Political Framing

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Brian F. Schaffner, Patrick J. Sellers
Routledge, Sep 10, 2009 - Political Science - 204 pages

Today's politicians and political groups devote great attention and care to how their messages are conveyed. From policy debates in Congress to advertising on the campaign trail, they carefully choose which issues to emphasize and how to discuss them in the hope of affecting the opinions and evaluations of their target audience. This groundbreaking text brings together prominent scholars from political science, communication, and psychology in a tightly focused analysis of both the origins and the real-world impact of framing. Across the chapters, the authors discuss a broad range of contemporary issues, from taxes and health care to abortion, the death penalty, and the teaching of evolution. The chapters also illustrate the wide-ranging relevance of framing for many different contexts in American politics, including public opinion, the news media, election campaigns, parties, interest groups, Congress, the presidency, and the judiciary.


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List of Figures
Framing and Value Recruitment in the Debate Over Teaching
Partisan Framing in Legislative Debates
Interest Groups and the Debate
Mobilizing to Frame Election Campaigns
Competing Frames in a Political Campaign
7Taxing Death or Estates? When Frames Influence Citizens
Record 19892004
Great Communicators? The Influence of Presidential
A1 Tax Frames and Changes in Party Identification 19752000
How Media Framing
York Times Index 19602005
Flaws in the System or Defendant Characteristics 19602005
The Next Steps

A1 Experimental Condition Means

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About the author (2009)

Brian F. Schaffner is associate professor of political science at the University of Massachusetts, Amherst and editor of the journal, Congress & The Presidency. He is also co-author with John Bibby of Parties, Politics, and Elections in America.

Patrick J. Sellers is professor of political science at Davidson College. He is the author of Cycles of Spin: Strategic Communication in the U.S. Congress.

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