Spotted in: The Hill
Topic: Media response to allegations
Frame Used: Ad Hominem Redirect
“Is The New York Times — is that the same publication that got a Pulitzer Prize for false reporting on the Russiagate? Is that the same organization? I think it is. I think the judge just ruled against New York Times for their lines about the Russiagate hoax, and they may have to give back their Pulitzer Prize. That New York Times. Let’s move on.”
— Elon Musk, responding to Fox News’s Peter Doocy in the Oval Office
This quote appeared in a report by The Hill, in reference to a New York Times article covering Musk’s alleged drug use.
What This Frame Does
Rather than directly respond to the content of the article, Musk reframes the issue as one of media credibility. He calls attention to past criticism of The New York Times to undermine the outlet’s authority—without addressing the current claim.
Instead of saying, “That report is inaccurate,” Musk uses an ad hominem frame to make the audience feel:
- Suspicion toward the media outlet
- Emotionally primed by unrelated controversies
- That the question isn’t worth answering
This rhetorical move discredits the messenger rather than the message itself—shifting focus away from the question and onto the questioner.
Why It Works
- It aligns with audience skepticism of mainstream media.
- It introduces prior controversy to overshadow the current topic.
- It reframes the interaction as unfair or biased interrogation.
By questioning the motives and record of the media outlet, the speaker avoids addressing the substance of the report, while positioning themselves as unfairly targeted.
Takeaway for Communicators
Flat response: “The New York Times reported I may be using drugs. That’s false.”
Framed response: “The New York Times—the same people who got a Pulitzer for Russiagate? Let’s move on.”
One denies. The other redirects by casting doubt on the source.