Media Advocacy
How advocates use media to shape public opinion, set the political agenda, and create pressure that moves policymakers, from traditional press strategies to social media campaigns.
The Power of Framing
Media advocacy is not about getting coverage; it is about getting the right coverage. The same policy can be framed as 'job-killing regulation' or 'life-saving protection' depending on who controls the narrative. Advocates who successfully frame an issue in the media shape how voters think about it, which in turn shapes how legislators respond.
George Lakoff's research on political framing shows that the language used to describe an issue activates different values and emotional responses. The 'death tax' framing of the estate tax, promoted by Republican strategist Frank Luntz, dramatically shifted public opinion against a policy that only affects the wealthiest 0.2% of estates. The 'climate crisis' framing, replacing 'climate change,' was a deliberate reframing by environmental advocates to convey urgency. Winning the framing battle is often more important than winning the factual debate.
