Importance of framing in politics
“Democrats and Republicans tend to have very different moral foundations. Whereas Democrats are more likely to pay attention to values like fairness, reciprocity and doing no harm in determining what is moral, Republicans are more likely to pay attention to things like in-group loyalty, respect for authority, and purity.” Two interesting examples:
“environmental issues are reframed in terms of the conservative value of purity – emphasizing the importance of keeping our forests, drinking water, and skies pure – conservatives are much more likely to support this cause.”
“reframing this cause to emphasise fairness – stating how the military can help the poor and disadvantaged and provide people with a reliable salary – makes liberals more likely to support increasing military spending.”
More reading on the research: From Gulf to Bridge: When Do Moral Arguments Facilitate Political Influence?.
Another source: The power of framing: It’s not what you say, it’s how you say it.