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Framing the Future:How Progressive Values Can Win Elections and Influence People
[Hardback - 2007]
bernie horn
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Category: Politics
Sub-category: Political Science
Publisher: Berrett-koehler Publishers | ISBN: 9781576754597 | Pages: 192
Shipping Weight: .427 | Dimensions: 6.37 x .71 x 9.5 inches

Description

Polls consistently show that most Americans are progressives at heart. By margins of at least two to one, they we favor affordable healthcare for all, even if it means raising taxes; want federal action to combat global warming; support stricter gun control; don’t want Roe vs. Wade overturned; and the list goes on. So why is it so hard for progressive candidates to win elections?

Because, says Bernie Horn, most progressives don’t know how to explain their ideas in ways that resonate with “persuadables”—the significant slice of the electorate who don’t instantly identify as Democrats or Republicans. These are the voters who swing elections. There’s been a lot of theoretical discussion about framing lately, but Framing the Future isn’t theory—the concepts outlined have been used successfully by progressive candidates across the nation, even in such conservative bastions as Montana, Arizona, and Florida.

Drawing on rigorous polling data and his own experience as a veteran political consultant, Horn explains how persuadable voters think about issues and make political decisions and why, as a result, the usual progressive approaches are practically designed to fail with them. He offers a crash course in the nuts and bolts of framing and shows how to use three bedrock American values—freedom, opportunity, and security—to frame progressive positions in a way that creates a consistent, unified political vision that will appeal to persuadable voters. He even offers advice on specific words and phrases to use when talking about a variety of issues and ideas.

About the Author

Bernie Horn has worked on politics and public policy for the past thirty years as a campaign manager, political consultant, lawyer, lobbyist, communications director, and policy director. He is currently senior director for policy and communications at the Center for Policy Alternatives (CPA), one of the premier progressive policy and leadership centers in Washing- ton, D.C. His most recent books for CPA are Progressive Agenda for the States (which lays out fifty policy solutions for state legislators), Progressive Platform for the States (a candidate briefing book covering 115 state issues), and Progressive Policy Models for the States (containing 123 model bills).
From 1990 to 2000, Horn was president of Strategic Campaign Initiatives, Inc. (SCI), a political consulting firm that helped elect and reelect hundreds of federal, state, and local officials. SCI created direct persuasion mail, produced radio ads, and conducted polls for progressive candidates. The firm also helped win issue advocacy campaigns for gun control, tobacco taxes, and health care and campaigns against casino gambling and restrictions on abortion.

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