UC-Berkeley linguist George Lakoff focuses on how language shapes political discourse and manipulates the political sentiments of the voters. He suggests a method of analyzing the rhetoric around the Schwarzenegger victory that indicates the peril the Democrats are in. “Newspaper and TV reporters require a story. Each story requires a frame. How was the election of Arnold Schwartzenegger framed? Here is a selection…

It is a general finding about frames that if a strongly held frame doesn’t fit the facts, the facts will be ignored and the frame will be kept. The frames listed above don’t do very well at fitting the facts – though each has a grain of truth. Let’s look at the facts that each frame hides…

…(M)uch of what occurred in the recall election is the same as what has been going on for some time in American politics. The Schwartzenegger election, I propose, should not be seen as an entirely unique event, despite having unique elements, but rather part of the overall political landscape…

In short, Arnold’s victory is right in line with other conservative Republican victories. Davis’ defeat is right in line with other Democratic defeats. Unless the Democrats realize this, they will not learn the lesson of this election. And indeed, conservatives are busy trying to keep Democrats from learning this lesson…

The Democrats ignore the power of framing at their peril.”