Abstract
Pollster Frank Luntz has built a substantial global business by shifting the terminology in public policy debates to a corporate and conservative perspective. He played a substantial role in the recent U.S. health care debate, and his approaches and terminology likely will be tried again regarding health care policy in other nations. This project searched the U.S. broadcast news transcripts to discover to what extent they reflected Luntz’s list of words for opponents of health care reform. Sixteen Luntz terms were compared to a list of 16 more neutral terms describing the actual changes being considered. The Luntz words outnumbered the “descriptor” terms on Fox News, and made up a significant percentage of the terminology hits on CNN, MSNBC, and ABC, CBS, and NBC News. This content analysis adds to the growing body of work on framing, specifically how tactical use of terminology can turn a mediated debate.
Sign-in/Register to access full text options 
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a callDisclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.
