Political Communication- Framing Persuasion

Political Communication- Framing Persuasion


Framing involves putting arguments and evidence in their proper perspective and above all, well ordered with all the facts in hand before appealing. In this case, advocates need to be wise and take good counsel with themselves and if necessary, individuals as knowledgeable as them about the matter at hand leaving no loopholes or contradictions. Good advocates most often select narrative frames that cast a favorable light on their client’s behavior when describing the facts of their cases. They are always strategic in the ways of making an appeal and classifying disputes. Naturally, advocates use framing techniques in ways that favor their clients. More subtle framing types are often important in shaping and selecting normative arguments (Lackoff, 2004). For example, the case’s outcome sometimes hinges on whether it is viewed as an issue in maximization of allocative efficiency, a clash of rights, or a combination of the two.

Competing values enable individuals to view responsibilities and tasks from a unified rather than a binary perspective. They emphasize transcending evident paradoxes in identifying win-win situations (Gallo, 2016). Competing values and their characteristics create a significant framework illustrating some of the most competing tensions and potential conflicts in communication such as responding to individuals, creating goals, and developing and training needs. These may be experienced by communicators as they try to articulate balanced messages. The importance of applying competing values in communication about the same issues helps in recognizing the value of a holistic approach and multiplicity of perspectives in bringing different ideas together under strategies and goals that are mutually shared.





Gallo, A. (2016, August 22). A Refresher on Marketing Myopia. Harvard Business Review. https://hbr.org/2016/08/a-refresher-on-marketing myopia#:~:text=What%20is%20marketing%20myopia%3F,often%20blind%20to%20the%20future.

Lakoff, G. (2004). Don’t Think of an Elephant! Know Your Values and Frame the Debate –The Essential Guide for Progressives Paperback (First Ed). White River Junction, Vt. : Chelsea Green Pub. Co.




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