Political framing in the Sarah Palin 2008 vice-presidential campaign

Political Framing

In politics, it is advisable to apply a plethora of strategies all geared towards realizing triumph against the rivaling camp. The dominating camp and its rival camp apply various viscosities meant to injure the rivals politically. Most campaigns strategies often seek to trail the weaknesses of the rival and as a result, provide justifiable position to attack the opponents at all times. The frames seem a derivative of these stratagems. Political framing is instrumental since it aids the construction of a phenomenon that either favors the dominating camp or disfavors the opposing camp. This study will attempt to compare and contrast the equivalent frame and emphasis frame as applied in Lesbianism Gay and Bisexual (LGB) political topic. This study will construct vivid examples from past two U.S. general elections in relation to the topic. The section is segmented into two main sections. Sections one provide a background scenario of the Sarah Palin situation, and how it grounded the development of frames, the section will as well provide background research pioneering this research. The second section will provide the basic operation of the two frames, and later compare and contrast the frames in relation to the thesis of this study.

Background

Case

When John McCain (2008 Republican presidential aspirant) named Sarah Palin his presidential running mate, he did not know that skepticism would destroy his political destiny. In particular, framing Sarah Palin had regressive implication in relation to executive and gender politics. In fact, framing came from inside and outside the party. For instance, inside the party, there was debate targeting Sarah Palin as an ordinary citizen who happens to be an outside reformer. Other critics sought support from religion when they argued that Sarah Palin was a faithful fundamentalist. The most dehumanizing frame attempted to affiliate Sarah Palin as "the hockey mom." Although it was evident that the Democrat led all the heat on McCain's campaign, a lot of framing heat came from inside the Republican circles. Technically, Sarah scored poorly on the social arena. This was dangerous to McCain political prosperity. For instance, Sarah's campaign agenda attempted to invite homemaker to make a substantial contribution to the social, economic, and political life by voting in the Republican duo. However, this approach was heavily attacked when critics triggered skepticism in her daughter's unwed pregnancy. After all, their analysis was justifiable ethics should begin at home.

Studies

Research has attempted to examine the nature of frames and how they applied to impact to a given political stratagem. However, minimal research has endeavored to compare or contrast the nature of frames as applied in a given political destination. Harvey et al. (2013) presents similar collective research attempting to exemplify the Obama campaign ideology and how both instances of equivalency or emphasis frames were applied. Inversely, Kenski (2010) seconded by Ferraris (2012) aggrandizes the passions associated with political frames and how frames are integral in depicting a given ideological course. Parallel researches seconding these connotations include; Callaghan (2013) and Grant (2004) provide statistical qualitative or quantitative techniques applied to bailing out a given stratagem of frames. This research is further seconded by Box-Steffensmeier (2013) who depicts several incidences in comparing or contrasting the application of framing in the 2012 campaign. Therefore, it is good to note that there is a complex relationship between the two frames, which are going to be covered in this study.

Literature Review

Theoretical connotations

Skepticism is naturally directed by individual, societies, professional organization and divergent groups with the intent to organize perceive and communicate with reality. Research has also established that social construction depicted by politicians or media often becomes an inevitable process during political development. In the definition, Grant et al. (2004, p. 29) defines that the framing is the process by which a communication source defines and construct political issues or public controversy.

Type Two: Emphasis frame

This frame is widely applied since there is no decisive justification which and in most cases, information is dispensed on the propaganda basis. However, for framing, emphasis frame is dangerous since it seeks to expose an individual or his/her relative party negatively. Callaghan and Schnell (2013, p. 38) argues that emphasis framing is a strategic game and seeks to outcompete a rival based on his social life. Accordingly, the individual or the party nature of addressing personal life is interpreted on his/her ability of addressing the jurisdiction affairs.

Ideally, emphasis-framing technique is based on the ability of the dominating party to initiate a persuasion methodology seeking to gain influence. As a result, the emphasizing party will apply media tools amongst other tools to achieve substantial results edging out the rival party. For instance, in 2008, Obama edged out McCain on the issue of the rule of law in Guantanamo bay. In any case, McCain was not part of the Bush administration, but a republican aspirant. Therefore, linking McCain to the Guantanamo aspect is largely unfair. Snow (2010, p24) argues that by far large McCain was much suitable to outcompete Obama since he had Obama some issues that marred his image also. For instance, Obama was just a mere Harvard attorney and community organizer from Chicago who had little political experience compared to long serving diplomat like McCain. However, McCain affiliation to the given political machinery (Bush system) was critical enough to edge out McCain from opponents. In fact, a staunch Republican senator Jackson criticized Obama's law theories on impracticability purposes. Jackson held the view that Obama is teaching Kids on LGB and thus, advocating the act as part of their action.

Although Obama dominated McCain on the emphasis frame, in 2012 Mick Romney presented an equal challenge that Obama camp could not have expected. However, Obama sympathizers were quick with intent to justify a given course. Ferraris (2012, p. 68) presents part of the emphasis framing strategies applied by Obama sympathizers. In this extract, part of the gross propaganda film depicts Mr. Romney performing ultra-conservative and the ultimate proof that he is a real Marxist legendary. The ad says "ROMNEY SPEAKS FRENCH." This relegation is developed structurally to disqualify the candidate to hold any significant public office.

In contemporary America, emphasis frame is conducted in both the streets and on stage. Although the street game seems significantly vicious, this research cannot ignore the significance of stage speech in illuminating on the nature of politics. Box-Steffensmeier (2012) classifies Obama-Romney framing with a clear empathy for Romney side. The game frame emphasized the candidates' debate preparation strategies. In any case, the emphasis frames are treated as a contest against individuals and not a platform to present their ideologies. For instance, the announcement "Romney had to prepare harder for the debates than Obama" is a critical blow that seeks to explain that Romney was not prepared for the heat in the Oval Room. Conversely, Romney camp is responsive to the nature of criticism directed towards Romney as an individual. Romney is quick to bail himself out as an underdog who is not aware of the way forward when it comes to emphasis debates. In fact, Romney is quoted to having said "The President is obviously a very eloquent gifted speaker -- he'll do just fine"

The mainstream media plays a decisive role conceiving and leading a given debate. In any case, the debate is structurally developed to generate new-ideas as especially those, which related to handling given situations. Sarah Palin presents a critical depiction in attempting to argue how emphasis politics is prepared to edge outrivaling clamps.

Discussion:

Comparison

The depiction of an individual / group depends on the accessibility and the applicability of different dimensions and emphasis to a given issue or certain value of frames. In comparison, of the two frames, it is good to note that the each of the frame seeks to analyze an individual personality, sociality, and administrative ability. In fact, both frames are entirely based on the aspect of criticism. Criticism is structurally directed towards achieving a given set of answers. Secondly, it is good to understand the complexity of the two frames and the role of media in bridging the gap between them. In 2012, Obama camp applied the emphatic claim to argue out a given justification. In their phrases, it was clear that the camp was least interested in preparing for an emphasis debate since they had pressing issues ahead with LGBT presenting part of that "seriousness" republican side. Now the aspect of issues is introduced, apparently, there was a parallel claiming arguing that Romney was not in a technical capacity to handle issues at the oval room. As a result, the two camps constructed an equivalency frame (issue based) to arrive at a given direction.

Contrast

The nature of frames differs heavily in how they are depicted. In this regard, it is good to note that equivalency frames have their differential effects in relation to individual bases. The evaluation of the nature of dimension is based on the rate and how each framing is applied. While equivalency frame applies a structural qualitative analysis on an individual / party contribution, the emphasis frame is largely propaganda based. In relation to Obama and Romney contest, the two frames were applied significantly alongside each other. However, the nature of the deployment heavily differed. In fact, the difference was extended to the stage level. At the stage level, the equivalency frame expected candidates to wear official presentation -- that is in this case is suits. Inversely, the emphasis frame was demonstrated by the wear of casual wear, which is in this case not recognized as an official wear. Therefore, in an analysis, the two frames were applied alongside each to explain vital information regarding the nature of each candidate. The frames were instrumental in conveying the differences between the two leading participants.

Conclusion

In summary, the two frames feed from each other. In this case, the operation of one frame requires the availability of the seconding frame. The two frames are instrumental in aiding the dominating party to attack opponent socially and professionally. The study has also attempted to depict that the two frames similarities are based on the ability of each frame to inspire the audience that the opponent is not fit to be an office bearer. The study has also clarified frames are well communicated by use of body language. In the termination, it is prudent to note that frames are collective political ideology since the audience can assess the candidate capability of handling administrative heat through frames.