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Even the language that the different parties use is targeted at certain sets of values; Arnold Kling wrote this short book on the subject ("The Three Languages of Politics"): https://cdn.cato.org/libertarianismdotorg/books/ThreeLanguag...

"The Righteous Mind" by Jonathan Haidt is another, more nuanced (and complicated), but extremely interesting take on the subject of how values drive political affiliation.

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Framing has always been used in political debate just to target certain values; what may have changed (or not) is as a deliberate tactic to keep people divided: folks who do not speak the same language cannot communicate.

On a lot of issues, I think 80% of folks are in 80% of agreement, but the partisans (whether politicians or activists) are framing the issue to prevent that consensus, because the partisans want something in the 20% that 80% of folks don't agree with.

Kling and Haidt would agree with your respective paragraphs, though they do add a lot of color, and their books are worth reading.

I've listened to Haidt speak about it and his book is in my tall stack to read; I don't think I'd heard of King but I grabbed the PDF. Thank you.

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