This essay highlights and explores a point of tension between theoretical writings on style and moral frames. Past political communication scholarship points to the importance of the feminine style in today's televisual era of politics. In this same political era, the conservative strict parent moral frame has dominated most policy debates. Surprisingly, this highly successful moral frame appears squarely at odds with the feminine style so closely connected with political success. This essay attempts to unravel this tension between styles and frames by examining discourse drawn from the 2007 debate over comprehensive immigration reform. To account for the success of conservative messages within this debate, this essay both (a) calls into question the nature of the relationship between the television medium and the feminine style and (b) expands our understanding of the discursive operation of deep moral frames by drawing a distinction between intra-familial and extra-familial policy discourse. © 2011 Copyright Eastern Communication Association.

Immigration reform Nurturant Parent Frame Strict Parent Frame Feminine Style Masculine Style

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