Antonia Scatton is a writer, political strategist, and expert in messaging and framing, with more than 25 years of experience working with political campaigns and advocacy organizations.

Antonia worked extensively with George Lakoff, messaging guru, pioneer of Cognitive Linguistics and author of the best-selling book Don’t Think of an Elephant, to develop practical strategies for reframing the public debate. Learn more.

Newsletter: Reframing America

Latest Issue

FEB 8, 2023
How Republicans Attack
Deconstructing Republican message strategy

Republicans always choose their words with great strategic intent. Last week, the Republican Study Committee endorsed a statement and set of demands about the debt limit. A close look could reveal a great deal of their attack strategy and give us ideas for how to fight back.

Series: What Democrats Believe

JAN 4, 2023
Part 4: What Democrats Believe: The Role of Government
Grouping our policy positions into big categories.

Democrats like to talk about policies, but if we want people to understand WHY we support those policies, we have to group them into larger categories that connect them back to our bigger themes.

DEC 19, 2022
Part 3: What is Democrats’ version of “free markets, low taxes and strong defense?”
Big themes and elevator speeches.

People know what Republicans believe in because they group all of their issue positions under a set of larger themes, primarily about what government should or shouldn’t do. We have our own beliefs. We just need to express them in terms of larger values-based themes.

NOV 29, 2022
Part 2: What Democrats Believe: Economies are for People
There’s no such thing as a free market.

Democrats are better on economic issues, but the myths of market fundamentalism still dominate the public debate. We have to recognize and expose these myths and give the American people a better explanation of the role our economic system plays in our society and why it can’t function without government.

OCT 30, 2022
Part 1: What Democrats are FOR: Our Values
We need to help people see the better world we want to bring about.

If we want people to think of us as good people, we can’t just argue that our opponents are bad people. We have to express to people why we do what we do, how our policies reflect our values and beliefs, and help create a vision of a world they would want to live in.

Most Read Issues:

AUG 12, 2022
Teacher Surveillance: How to Culture War
This time, we can beat them at their own game.

MAY 6, 2022
How to Reframe the Abortion Debate, Part One: the Good Frames
How we talk about it, how we should be talking about it, and how to re-set the agenda.

AUG 29, 2022
They Light Dumpster Fires. Stop Adding Oxygen.
How to stop getting played by the Right-Wing attack machine.

NOV 22, 2022
How to Cure Political Burnout
It’s an ugly war, but we have to keep our spirits up.

OCT 11, 2022
The Prosperity Gospel: The moral code that binds corporate and Christian America.
It’s not just a marriage of convenience.

SEP 15, 2022
Empathy is President Biden’s Superpower
Student debt relief. We all need help sometimes.

JUL 6, 2022
We Need Supermajorities. Here’s How to Get Them.
We expand our pool of potential voters by expressing the universal values behind our issues.

JUN 20, 2022
The Audacity of Audacity
Why we have to trigger the conservatives.

OCT 3, 2022
Framing the Midterm Issues
Talking points for the issues at the top of voters’ minds in the midterm elections.

Read more at the Newsletter Archives

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What is Framing?

Framing is about using language to get people to see a particular issue from our perspective, and getting people to use our values as the criteria to judge right and wrong.
Learn more

Blueprint for a Better Party

The Blueprint is a process to build capacity, improve services to candidates, develop leadership at all levels, increase volunteer participation, develop year round community presence and voter engagement, and improve the party brand both internally and externally.

I developed this Blueprint in 2018 with the leadership of the state Democratic Party of Arizona, to be deployed through the 2020 elections. Learn more

“We need more folks like Antonia working on revolutionizing the way we campaign. If we are going to continue to pull in newer generations of voters, we must think outside the box and find new and different ways to reach the growing and ever-changing electorate.”  

Sally Boynton Brown

Executive Director, Democratic Party of Florida
  President, Association of State
Executive Directors