Trump ("monster") vs Clinton ("crooked")

"Trump has lots of other ways to crack the monster framing in the coming months. He can say more about his “New Deal” ideas for helping African-Americans. He could flip a foreign leader from a critic to a friend. He could come up with some ideas on lowering college costs. He could say more about his plan NOT to deport undocumented citizens who have obeyed the law since coming to this country.

He has lots of levers. Expect him to push one lever after another until the monster framing cracks. By summer the story will be that he’s the most flexible and centrist president in our history.

It is worth noting that Trump and Clinton had very different unframing challenges. If Clinton had won, her job would have been to convince the public she isn’t crooked. But you can’t do that simply by doing some honest things in public. We expect that even crooked people do honest things when watched. Clinton literally had no path to remove her “crooked” label.

But Trump has a more solvable framing problem. Clinton’s team labelled him a racist, homophobic, sexist. Trump can violate that frame enough times to break it over time. But it will take a lot of cracks. You’ve already seen several. Expect more to come.

If I were in Trump’s place I would look for a bigly frame violation and soon. The public is already primed for him to “moderate” away from his campaign promises. This is the time to do it."

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