Winning Words: Political Discourse from Shaping to Framing

Abstract

Successful performers of political discourse whether they are politicians or journalists are often able to redefine issues and events when existing definitions are no longer advancing their cause. This process of framing is based on the utilization of appropriate language to appeal to values, norms, and identities in an attempt to alter the way in which an issue is perceived and visualized. Frames can effectively promote particular definitions of a problem or moral worldviews of an issue and hence serve to organize everyday’s language, realities and experiences. This paper discusses the potential of political discourse to go beyond message shaping to frame and reframe events and situations in light of contextual factors, local values, and the interests of the communicator. It highlights the power of framing, particularly in regard to the strategic use of metaphors and catchwords that strike the right chord and conform to the value system. The paper also attempts to analyze the framing effects of the news media referring to the role that engaged citizens and active audiences should play in responding to framing.