Summary: Frank Luntz is a Republican Party strategist, pollster, and frequent commentator on the Fox News Channel. According to Luntz, his specialty is “testing language and finding words that will help his clients sell their product or turn public opinion on an issue or a candidate.” Comedian Stephen Colbert, recently hired Luntz to help him frame the language of his Super PAC, which he formed as a way to satirize the Supreme Court's Citizens United decision. Through humorous exchanges with Luntz, Colbert reveals some of the linguistic and political aspects of framing and attempts to create or engage with memes. The clip provides a light way to introduce work on the importance of framing in social movements, but it could also be useful for political sociology classes. I successfully paired the clip with an overview of Snow and Benford's work on framing, mobilization, and collective identity. The clip is also useful as a precursor to discussing Francessca Polletta's brilliant book, It Was Like A Fever. Note that another clip on The Sociological Cinema that explores framing as it pertains to social movements can be found here.
Submitted By: Kim Simmons