Framing the Future: How Progressive Values Can Win Elections and Influence People

By Bernie Horn

Book Overview

A veteran political consultant offers a crash course in the nuts and bolts of framing progressive political messages in ways that win elections.

Polls consistently show that most Americans are progressives at heart. By margins of at least two to one, we favor affordable healthcare for all, federal action on climate change, stricter gun control, safe abortion rights, and more. So why is it so hard for progressive candidates to win elections? Because, says Bernie Horn, most progressives don't explain their ideas in ways that resonate with "persuadables"--the significant slice of the electorate who don't instantly identify as Democrats or Republicans.

Framing the Future examines messaging strategies and concepts that have helped progressive candidates succeed across the nation, even in such conservative bastions as Montana, Arizona, and Florida. Drawing on rigorous polling data and firsthand experience, 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.

Horn shows readers 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.

• Format: Hardcover
• Language: English
• ISBN: 1576754596
• ISBN13: 9781576754597
• Release Date: December 2007
• Publisher: Berrett-Koehler Publishers
• Length: 192 Pages
• Weight: 0.98 lbs.
• Dimensions: 0.8" x 6.4" x 9.3"

Customer Reviews

Simply stated, "Framing The Future" should be considered mandatory reading

A central theme in Framing The Future: How Progressive Values Can Win Elections And Influence People" by Bernie Horn (a senior director for policy and communications at the Center for Policy Alternatives in Washington, D.C.) is that for the last seven years, the federal government has been disastrously dominated by a small cadre of neo-conservative ideologues in both foreign affairs and domestic issues. The only antidote to the damage done to America's prestige abroad and our economic foundations at home in an American style democracy is the election of a majority of responsible progressives to the halls of congress and the White House. "Framing The Future" is based upon sound research, polling, and testing methodology to create simple step-by-step instructions on how political and social progressives can best and most effectively articulate their positions on the issues of the day (especially during electoral contests) and employ successful strategies to gain back the levers of government to advance their own solutions to the political, social, cultural, and economic problems that currently beset our nation. Simply stated, "Framing The Future" should be considered mandatory reading for every political activist, candidate for political office, and social issue advocacy group in the country. Diane C. Donovan California Bookwatch

How Progressives Can Win

Bernie Horn's "Framing The Future" will interest both political activists and students of American politics. Horn makes the case why, and how, progressives need to change their tactics - less preaching to the choir, more persuasion of the swing voters who actually decide elections.

A Must Read

Framing the Future is a must read for anyone advocating progressive issues from health care to world peace, Bernie Horn does a great job of showing us how to frame progressive issues in way that people can understand and support.

Must read for all Democrats

A really interesting read that all Democratic candidates should see. A total blueprint on how to take back the power of words the Republicans have stolen.

Every Democratic Candidate for President should read this

Finally, a roadmap to using the right rhetoric to advance Democratic values! John Kerry would be president now if he had read this book! Horn's insight is right on the mark on how to prevent Republicans from monopolizing the high road of value-based campaigning. PS - Don't let Rove see this one!