Spotted in: NPR Interview
Topic: Trump’s spending bill
Frame Used: Goal Framing + Contrast
“The goal should have been: how do we bend the deficit curve down rather than allow it to skyrocket? This bill allows it to skyrocket. It doesn’t really make a dent in that reality and that’s unfortunate.”
— Sen. Ron Johnson, NPR
What This Frame Does
- Establishes a Clear Goal: Sets a clear, measurable north star—reduce the deficit.
- Uses Contrast to Reject the Bill: Frames the bill as doing the opposite—accelerating the problem.
- Imposes a Judgment: By measuring the bill against the stated goal, it fails without needing personal attacks or emotional appeals.
Why It Works
- Contrast: “Bend down” vs. “skyrocket” makes the failure vivid.
- Consistency: He presents a consistent standard, then shows the bill breaks it.
- Framing Through Outcome: He doesn’t nitpick the details—he zooms out to the big picture result.
Takeaway for Communicators
Dry:
“I’m not voting for it because it increases spending.”
Framed:
“The goal should be to bend the deficit down. This bill does the opposite—it sends it skyrocketing.”
By starting with a goal and then applying contrast, Johnson makes the bill fail on its own terms. He doesn’t need to rant. He just reroutes the conversation back to a shared ideal—and lets the frame do the work.