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.


We’re populists. They’re not.

What our language tells voters about where we really stand.

Prominent Democrats are looking to redefine the party from a working-class perspective. I support this effort entirely, but with this advice: we should call ourselves “populists.” The term “inclusive populism” frames the debate from the perspective of identity politics, which will turn off the very voters we seek to reach.

Also, we have to start the fight with people who conflate the term “populism” with “demagoguery.” Inviting attack will open doors for us to differentiate between real populism and the “pseudo-populism” of Trump and other demagogues, which may be the defining political battle of our time.

Read more on Substack


How to Reframe the Abortion Debate
How we talk about it, how we should be talking about it, and how to re-set the agenda.

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

The Climate Challenge is Now: How Words Work
Our challenge? We have to get our climate back in balance.

The Audacity of Audacity
Why we have to trigger the conservatives.

What is Framing?

Framing is about getting people to see a particular issue the way that we do, 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

Learning from Lakoff

Professor Lakoff’s discoveries in cognitive science elevate his work on political framing from “good advice” to “critical truths we ignore at our own peril”.

We have to understand how public opinion changes and the structure of our competing moral systems if we are to succeed in reaching people and overturning the Right’s dominance over our public debate. 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