Frames And Winning Social Security
by Chris Bowers, Mon Apr 25, 2005 at 06:34:47 AM EDT
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.










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