achieving “framing” parity with the right

The McCain case study will provide an example of the importance of framing the issues, a process that the Republicans have always been more adept at than the Democrats (“the death tax,” “war on terror,” “flip-flopper”).  According to today’s Times, new psychological research is being used to craft more effective political appeals, based on the book “The Political Brain,” whose author (Emory psychology professor Drew Westen) advocates more emotional appeals to move the center of the political spectrum.  The qualms over framing center around whether the candidates are being asked to become something they’re not, or simply package their core beliefs more effectively.

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