Framing Versus Message Crafting

http://www.washingtonmonthly.com/mt/mt-tb.cgi/4170

For example, the Tax Fairness Act of 2005 as suggested by Atrios would be an example of message crafting. The underlying frame would be the notion of "fairness" which is probably dicey, but may well work on this topic. The "Baby Tax" would be another example of crafting a message, but it would work on the notion of "fairness" and appeal to emotional frames as regards babies.