Manipulating the voters? Let's put it this way -- or that way.

It's All in the Wording

By Rick Horowitz

"...so be sure to keep them out of the microwave. Tina?"

"Always good advice, LuAnn -- I never realized chinchillas could be so adventurous! Well, let's check in again with Brock, who's been on special assignment this week in Our Nation's Capital. Congress is heading out for its August recess, Brock, but I understand not everyone leaves town when Congress does."

"That's right, Tina. In fact, I'm here with one of the gentlemen who makes it possible for all those congressmen and congresswomen to have a smooth trip home."

"A travel agent, Brock?"

"Even better than that, Tina! You know, the long summer recess is an annual ritual here in Washington. And it's especially important in a congressional election year, when all those incumbents take to the hustings and find out what's really on their constituents' minds. But candidates don't just listen to the voters, Tina -- they need to persuade them, too. And here's one of the people who helps them do just that. Your name, sir?"

"Haymer the Framer."

"Haymer the Framer, Tina. Mr. Haymer here has been helping members of Congress frame issues for voters since..."

"Since 1957, Brock. First I worked for my father, the original Haymer the Framer. Then I took over full-time in 1973."

"And I understand your daughter's working for you now, learning the ropes. That's three generations of Haymer craftsmen -- or I guess I should say `craftspeople'!"

"It's our way of giving something back, Brock. This country has been very good to us."

"I see. Well, why don't we show our viewers the kinds of things you do, Mr. Haymer. This issue right over here is tax cuts?"

"Tax cuts, yes. Say somebody wants to be in favor of big tax cuts this year, but he wants to make sure the voters will agree with him in November -- he might come to me to help him frame the issue. So then I might build a nice solid metal frame like this one here: `Who should decide what you do with your hard-earned money, you or some Washington bureaucrat?'"

"That's an easy one!"

"That's because we framed it that way. But if someone came to me who was opposed to big tax cuts, I might pick out one of these futuristic plastic frames over here: `What's more important -- a couple of extra dollars now, or protecting the integrity of the Social Security system?'"

"Sounds like a winner, too!"

"It's all in how you frame it. That fight they've been having over reforming HMOs? If you frame it as `more rights for patients,' people love it. If it's `more money for trial lawyers,' people aren't so sure anymore. Or this whole thing with Clinton and what's-her-name? You can frame it as `His private life is his own business,' or you can frame it as `Not even the president is above the law.'"

"And that makes all the difference."

"More than people realize, Brock. `Frame the issue, claim the issue' -- that's always been our motto."

"I guess I'm a little surprised, Mr. Haymer -- with so many political consultants all over Washington these days, you'd think they'd handle the bulk of the framing business for members, the same way they do polling and focus groups and everything else."

"Framing is an art, Brock. They know if they want it done right, they have to go to experts."

"And your own positions on these issues?"

"We're strictly nonpartisan artisans, Brock -- we're here to provide a service. Sometimes we'll even have two of our frames competing in the same election. Then it's up to the voters to decide which one they like best."

"Well, that's democracy, isn't it? And I guess it's all part of a long tradition, if this portrait on your wall here is any indication."

"The Framers of the Constitution, Brock. I think they used mostly oak."

"Back to you, Tina."

Posted 8/4/98. Like what you see? Tell your friends!

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