Siegel shows the "Yes, We Can" Obama video. (Damn, that is an emotionally manipulative video.) Clearly an Obama man. We contribute the 3,921,922nd viewing. This has also been described as the greatest value in political advertising ever. (4 million views, $0). Also, it has John Legend.
Framing theory is a consumer theory - people buy an image, or behavior based upon its packaging. Another example of this, from the New York Times: Obama is the "Starbuck's Democrat"'s candidate, while Hillary is the "Dunkin' Donuts Democrat"'s candidate.
Framing is applying a metaphor to the subject (MLK, the Little Engine that Could, David and Goliath[?], a celebrity).
Works better on self-conscious teenagers/young people (who purchase a brand for identity).
Siegel makes a McCain joke: "No, You Can't."
A girl says she would be moved to be more patriotic by watching this video over and over again.
Nobody mentions the negative potential of framing.
Can framing be intellectual? -Good framing is emotional. Can emotions be tied to one's intellect, or can you tap people's feelings regarding intellect? (See "Are Americans Hostile to Knowledge?")
