1	"Framing the Election" Framing the Election
2	Tonight’s Trainers
3	Agenda and Goals Understand the importance of fundamental values Use these fundamental values to motivate voters
4	The heart of your issues: Values Ronald Reagan: ‘The Great Communicator’ Values over Policy: ‘The Wirthlin Principle’
5	What is Framing?
6	Don’t Think of an Elephant 4 Framing Principles Every word evokes a frame. Words defined within a frame evoke a frame. Negating a frame evokes the frame. Evoking a frame reinforces that frame.
7	What Framing is NOT
8	Political Application of Framing
9	Differing Worldviews: The Family Metaphor
10	Progressive Worldview People are basically good. Society can be made to be better. It’s our collective responsibility to make that happen. Primary values: Empathy and responsibility
11	Conservative Worldview The world is a dangerous, difficult place. Competition sorts out winners and losers. Winners deserve to win, losers deserve to lose. This is the moral order. Morality and success are linked through discipline.
12	Bi-conceptuals People can embrace an issue from either a conservative or progressive worldview -- depending on how it’s been framed for them. Bi-conceptual = Persuadable. It’s our job to build a progressive frame for these people. Target persuadable voters in this election. We’ll turn identified conservative voters to our side by shifting the national dialogue in the longer term.
13	Replacing Conservative Frames With Progressive Frames Using conservative frames only reinforces the conservative viewpoint. Don’t settle for conservative frames; replace them.
14	Framing Current Issues Democratic Success: Saving Social Security
15	Homework Assignment Get out the word – LTEs, OpEds, Talk Radio Get more background: www.RockridgeInstitute.com Get in on the discussion – The Night School Blog: www.dfalink.com/nightschool
16	What’s next? Join us for the next three sessions… Winning with Social Networks Tuesday, September 26 -- Karen Hicks, Howard Dean’s New Hampshire Field Director Voting Early, Voting Easily & Voting Safely Tuesday, October 3 -- Deb Markowitz, Vermont's Secretary of State Getting Out The Vote Tuesday, October 10 -- Robby Mook, Maryland Democratic Coordinated Campaign Director
17	Thank you for joining us! Learn more about the DFA Training Academy at: www.democracyforamerica.com/training