Frames And Winning Social Security

Why have Democrats done so well on the struggle over Social Security when we did so poorly on so many other titanic struggles? Framing might be the answer.

As frustrating as it may be whenever one encounters an example of a journalist who has bowed to Republican "personal" accounts pressure, overall the "private" accounts frame has won the day. Google News, which collects articles from the previous thirty-one days, records 3,670 hits for "private accounts" + "Social Security" and only 1,980 hits for "personal accounts" + "Social Security". That is an 85% advantage for our side.

Kevin Drum did a similar search on Lexus Nexis that provides a long-term assessment of the dominant frame:

In an effort to prove that nothing is too trivial to be graphed, I decided to check. A Nexis search gave me some baseline results: between 1998-2003, 67% of all news stories that referred to privatization used the phrase "private accounts," while 33% used the phrase "personal accounts." How does this stack up to 2004 and 2005?

The chart on the right tells the story: as a percentage of all references to accounts of some kind, media use of the phrase "private accounts" actually rose throughout 2004, and then began to decline in 2005, presumably as the Republican linguistic onslaught began to gain steam. However, it really hasn't declined very much and is still hovering around 70%, higher than both its 1998-2003 average and its 2004 average.

The chart to which he refers is reproduced above.

We won the battle of frames on this one. According to Lakoffian theory, that means the nation most likely was thinking in terms of "private accounts" rather than "personal accounts," or they were thinking like progressives when it came to Social Security rather than like conservatives. It could be argued that this is why we had so much success on Social Security, and why no one even seems to be noticing anymore that Republicans are still winding down their sixty day bamboozlepalooza tour.

Does this prove that frames work? Not yet, but it is worth noting.

Tags: Ideology (all tags)

Comments

14 Comments

It also helps...
when they don't roll over and play dead...

But GOOD JOB...THEY DONE GOOD!!!

by Parker 2005-04-25 06:42AM | 0 recs
I think that the Dems need to point out..
that all of the GOP goals seem to be about money, when you break them apart..

For example, the emphasis on Terri Schiavo and fighting choice is really a cover up for the GOPs cutting social programs that save lives and prevent disaster for poor people. Its a cover up.. They actually choose death.. (military spending on a massive scale, but not on soldiers, on expensive high-profit, low-oversight high-tech.. that is easily shrouded in secrecy)

Its all about maximizing corporate profits and removing these actions from public control or oversight..

In short, legalized theivery...

by ultraworld 2005-04-25 08:00AM | 0 recs
Bowers
do i have to drop this comment in every thread?  :^P
where's our brackets, beotch?
by annatopia 2005-04-25 07:05AM | 0 recs
Re: Bowers
Did you miss it? I posted it on Saturday:

http://www.mydd.com/story/2005/4/23/132017/724

by Chris Bowers 2005-04-25 07:44AM | 0 recs
Re: Bowers
yea i totally missed it.  got the oncall pager last friday and didn't have time to check the bogs since.  thanks!  i will go make up a bracket.  =)
by annatopia 2005-04-25 08:11AM | 0 recs
oh yea
and i'm going to the game tonight!  a friend of mine found out that blocks of tickets were being released throughout the day on sunday...

we got 2nd row right under the basket by the home bench.  now i can oggle dirk from up close, heh.

GO MAVS!

by annatopia 2005-04-25 08:15AM | 0 recs
The Nuclear Option.
The importance of Framing cannot be underestimated and why the Dems must not let the Repugs FRAME the idea of a "Nuclear Option as a Democatic one.
by eddieb 2005-04-25 07:05AM | 0 recs
The Constitutional Option
That's the new GOPer frame. It even has some historical precedent, but the GOPers were the ones who first started complaining about the Nuclear Option when they didn't want the Dems to use it.
by Gary Boatwright 2005-04-26 03:51AM | 0 recs
I'll tell you why...
the D's have done so well on this one but have lost on everything else.

It's because it's the one issue that I actually agree with the R's on. In the 2003 governor's races, KY, Mississippi, California, and Louisiana, I supported the Democrats on all but one - and of course, we lost all but one race. As for '04, I don't even want to talk about it!

Maybe I should "support" (jinx!) the republicans more often.

by bushsucks 2005-04-25 07:20AM | 0 recs
I can't see the connection
First, "private accounts" was a Republican term. Lots of education got folks to see it for what it was and so they react negatively to it. Education was the key, not Democratic framing.

Second, "count the articles" isn't a particularly valuable method of determining effectiveness. If the NY Times, the Washington Post, the LA Times and (pick your handful of others) go with it, then the market penetration of the new terminology is huge.

I could be wrong, but I don't think it's accurate to equate framing with Orwellian newspeak, per se.

The only framing I think is needed to counter these things is "The Republicans have a new label for private accounts. They're not privatization anymore they're 'personal'." Get the new term tied to the old term and the accurate definition.

by Bill Rehm 2005-04-25 07:23AM | 0 recs
Re: I can't see the connection
You're right. Orwellian speak or a cute phrase by itself is not framing. If a phrase catches on it must be linked to deeper cultural values. The catch phrase is only the superficial manifestation of framing.
by Gary Boatwright 2005-04-26 03:55AM | 0 recs
Framing isn't everything
Frames are important, and, PARTICULARLY IN THE ABSENCE OF ANY COUNTERARGUMENT, they can change people's perceptions.  Good example--the Death Tax.  There was no effort to explain the long history and utility of the estate tax, that this was a con job, and the fact that revenue lost by its abolition would have to be made up by taxing the middle class.  So it worked.

The Social Security debate in general has been as successful as it has been not just because of counterframing, but because the Dems showed some unity and fought back.  In addition, the Dems' position is clear--retain and strengthen the current defined benefit program before thinking about add-on accounts.  And the GOP position is a "free lunch" with lots of future borrowing thrown in, and people can see that.

So while the SS battle shows the value of framing, it also shows the value of unity, fighting back and a clear message.  No one thing is sufficient by itself.  Framing alone only works when the other side is asleep.

by Mimikatz 2005-04-25 07:40AM | 0 recs
Framing isn't new
  Remember the Power of framing Anti Abortion groups as "Pro Life". I would always argue Pro choicers shoud have fought to the end over that term "PRO Life" untill it became nullified and mute. I said all pro abortion folks should say they were "Pro Life" and respond accordingly Every time someone from the anti abortion side claimed the Term pro abortion folks should start an argument over it and not back off until the only way to proceed would be, not use the term at all.
Repigs have learned the value of Frames it is essential progressives do the same.
by eddieb 2005-04-25 10:58AM | 0 recs
Americans are consistantly pro-Death
War, abortion, the death penalty, euthanasia. God help the GOP if they actually criminalize abortion; the people will have them by the throats.
by Paul Goodman 2005-04-25 11:26AM | 0 recs

Diaries

Advertise Blogads


----------- myDD - skin -----------