Reply #15: It is rarely what the issue is [View All]

[Byronic]

that matters in an election, but how that issue is framed.

Bill Clinton was brilliant at framing the debate, as was Reagan in all honesty.

What will the debate be this time and how will it be framed? It isn't always as obvious as it appears right now.

Take 1980, Carter tried to tag Reagan as an irresponsible, overly-hawkish, unstable finger on the button. Carter had a very valid point. The choice between Carter's sensible diplomatic approach and Reagan's unpredictable, possibly hot-headed one. But that did not become the issue. Reagan framed the issue as: "Are you better off than you were four years ago?"

LBJ had more success framing the national security issue against Barry Goldwater in 1964, which included the infamous 'Daisy Girl' ad.

Bill Clinton seized on Bob Dole's nostalgic yearnings, to frame the issue as a choice between Dole's 'Bridge back to the 20th century' and Clinton's forward looking 'Bridge to the 21st century'.

We must frame the debate and not let the Republicans do it this time.