Lakoff Class - October 5, 2004 Strategic Framing Project - Rockridge Pamela Warton Class runs only until 5PM 'cuz of VP debates Start with reactions in the Presidential discussions since the debate Role of non-verbal language? How does it shape the message of the debate and how the candidates are received? Candidates are framed - by self and by the other ones Comparing Kerry to Cicero; Bush to John Wayne :: Cowboy vs. the Professor used before the debate - funny since both are Yale-educated, although this was used as a slam against Kerry Character guides the actions; Strong character will be a proper leader; Kerry was framed as not having a strong character -> how would he be able to lead? Highly nuanced, as though this is a failing Bush stays on message. Inverse reading: stock phrases. Good punchlines. [can be read in West Wing terms] Before debate, Bush used Kerry's terms against him. [NYU speech about Saddam?] Media spectators keep saying over and over that Bush wins - this external reading sticks. Repetition helps Bush. In the 1st 35 minutes, Bush looked completely in control and on target, but he completely fell apart. Karen Hughes: setting expectations low for Bush; this helps boost him because he will look better if expectations are low. Anne Coulter: flip-flopping gigolo - with Clinton, womanizer. - both play the same morality card - gigolo: European, male prostitute - he's not like you and me - not a good ole boy Heinz-Kerry :: too rich to speak for immigrants WHAT WAS THE DEBATE ABOUT? "Foreign Policy" Strutting stuff in a face-off? Did the content really matter? [class focused on content... i disagree; i don't think Americans cared about content] [lots of rehashing of the debate with people's observations] who "looks presidential" - tall made - strong face - strong man (in control) - discipline Was taking notes looking presidential? Bush was clearly scattered physically and psychologically lighting system was similar to Senates - plays into Kerry's comfort zone successfully slipped in military frame without turning it into a big deal Why are the Brits not having as much difficulty in the South while where the Americans are in Iraq, there's so much trouble? [policy, differences in execution, differences in region in Iraq] Ideas about the "volunteer" army - how many will volunteer? How does this affect perception? Intellectual: negative slant. - danah pet theory: role of the critic changed in 1980s academia. to criticize is to be a liberal. to find oneself. - intellectual in conservative frame is great books only - no critical analysis. one view only How much does the media control the election at this point. - danah pet theory: the media is operating as contemporary deconstructionist and you need to give it fodder. that's the responsibility of candidates at this point. Hypnotism. [Hitler was very powerful at this] Late night discussions are quite controlling, cognitively. With undecideds, getting them out to vote requires a level of social marketing. Motivating them is very different than those who are just selecting between two. Linguistic backchanneling - mm hmmm.. - "Language Crimes" -> roger shuy -> has essays on backchanneling - when people misinterpreted linguistic phenomenon in court cases - one senator was convicted based on backchanneling... assumption that uh huh means that he agreed with it - speech communities have different rules for backchanneling (as do subcultures and other groups) - uh huh in females typically listening; in men, typically listening -> women do it more often Human psychology: people on the defensive are wrong or weak. Are people willing to admit that they've been duped with Bush? Then people have to think i'm gullible, i was foolish. Thus, they can't listen to the Kerry arguments that he lied to the public. Betrayal frame. Post consumer customization -> [from industrial design] once it's in the hand of users, it becomes individually personalized Meta note: this class mostly contained a discussion between the people in the class, throwing out their theories and ideas and trying to work through their frustration over the election.