Spotted in: Gov. Gavin Newsom’s speech, Democracy at a Crossroads
Topic: Federal immigration raids and California’s response
Frame Used: Contrast + Consensus + Emotional Evidence
“But instead of focusing on undocumented immigrants with serious criminal records and people with final deportation orders, a strategy both parties have long supported, this administration is pushing mass deportations, indiscriminately targeting hardworking immigrant families, regardless of their roots or risk. What’s happening right now is very different than anything we’ve seen before. On Saturday morning, when federal agents jumped out of an unmarked van near a Home Depot parking lot, they began grabbing people. A deliberate targeting of a heavily Latino suburb. A similar scene also played out when a clothing company was raided downtown. In other actions, a U.S. citizen, nine months pregnant, was arrested; a 4-year-old girl, taken; families separated; friends, quite literally, disappearing.”
— Gov. Gavin Newsom, Democracy at a Crossroads, June 2025
What This Frame Does
- Uses Contrast: Newsom contrasts the previously accepted focus on serious criminals with the current broad targeting of families.
- Uses Consensus: He references a long-standing bipartisan agreement on immigration enforcement, highlighting how the current approach breaks from that norm.
- Uses Emotional Evidence: By sharing vivid examples—like the arrest of a pregnant woman and the detention of a 4-year-old—he brings abstract policy down to the human level.
Why This Frame Works
- People trust established norms. Referencing bipartisan consensus signals stability and reason. Breaking from that triggers alarm.
- Contrast is sticky. Framing a “then vs. now” makes the message more memorable and heightens the sense of urgency.
- Emotion makes it real. Specific, human stories cut through data overload and stick with the audience.
Applying This Frame to Your Communication
Use the Contrast + Consensus + Vivid Facts structure when you want to:
- Highlight a shift away from a respected standard
- Expose new risks by contrasting them with prior norms
- Make abstract or technical change feel tangible through human or real-world examples
Example: AI Search Communication
Background: Traditionally, companies could rank on Google by writing well-targeted keyword content. But that playbook is shifting fast.
Shows Contrast:
We used to rank by targeting keywords. Now, AI chatbots and search engines answer many of those questions directly—and they highlight content based on reputation, semantic depth, and genuine usefulness.
Shows Consensus/Authority:
For years, Google set the rules: keywords, backlinks, technical structure. We all played by them. That era is ending.
Provides Vivid Examples:
- Declines in organic traffic despite high-quality content
- Increase in branded search and review signals influencing visibility
- Fewer conversions from top-of-funnel blog posts as AI absorbs those queries