1 00:00:07,149 --> 00:00:11,509 In 2013, the US Senate is considering a proposal to 2 00:00:11,509 --> 00:00:15,649 grant citizenship to 11 million illegal immigrants. 3 00:00:15,760 --> 00:00:18,800 The Republicans are strongly opposed to the proposal, 4 00:00:19,440 --> 00:00:22,990 To the consternation of many of them, Marco Rubio, 5 00:00:23,000 --> 00:00:28,189 a Republican senator from Florida, votes in favor of the proposal. 6 00:00:28,189 --> 00:00:29,929 Many voters are furious. 7 00:00:29,929 --> 00:00:34,469 How can a right-wing senator vote for such a left-wing proposal? 8 00:00:34,780 --> 00:00:38,000 In an address, Rubio defends his decision: 9 00:00:38,000 --> 00:00:45,700 I guess at the heart of my support of this proposal is that I know firsthand that while 10 00:00:45,740 --> 00:00:52,320 immigrants have always impacted America, America changes immigrants even more. 11 00:00:52,320 --> 00:00:56,619 Just a generation ago, my parents lived in poverty in another country. 12 00:00:56,619 --> 00:00:59,679 But America changed them. 13 00:00:59,680 --> 00:01:01,660 It gave them a chance to improve their lives. 14 00:01:01,670 --> 00:01:06,710 It gave them the opportunity to open doors for me that were closed for them. 15 00:01:06,710 --> 00:01:10,420 And the longer they lived here, the older their kids got, 16 00:01:10,430 --> 00:01:12,720 the more conservative they became. 17 00:01:12,720 --> 00:01:15,290 The more convinced they became that limited government, 18 00:01:15,290 --> 00:01:20,750 free enterprise and our constitutional liberties made this nation special. 19 00:01:20,750 --> 00:01:25,040 I am a firsthand witness to the transformative power of our country. 20 00:01:25,040 --> 00:01:32,040 How it doesn’t change people’s pocketbooks, it changes their hearts and minds. 21 00:01:32,440 --> 00:01:36,640 As we have already seen, the game of framing and reframing is often 22 00:01:36,640 --> 00:01:39,500 about values and policy. 23 00:01:39,500 --> 00:01:43,260 In many countries, the Left is in favor of granting citizenship 24 00:01:43,260 --> 00:01:46,979 to illegal immigrants, on the grounds that they have been contributing 25 00:01:46,979 --> 00:01:49,899 to society for many years. 26 00:01:49,900 --> 00:01:52,780 The position on the Right is very different. 27 00:01:52,920 --> 00:01:57,720 Illegal immigrants have broken the law, and the law must be enforced. 28 00:01:57,720 --> 00:02:01,940 Illegal immigration is illegal. 29 00:02:01,940 --> 00:02:05,850 Marco Rubio supports the Left’s position on this issue. 30 00:02:05,850 --> 00:02:09,310 However, he links it to his own right-wing, 31 00:02:09,310 --> 00:02:12,390 conservative values – limited government, 32 00:02:12,390 --> 00:02:19,420 free enterprise and constitutional liberties – and the emotions underlying these values, 33 00:02:19,420 --> 00:02:24,840 such as a strong belief in the American dream and the transformative power of America. 34 00:02:24,940 --> 00:02:27,420 Why is this frame so powerful? 35 00:02:27,440 --> 00:02:31,900 As previously noted, values help you to establish a relationship with people. 36 00:02:32,680 --> 00:02:35,440 They help you reach their hearts and minds. 37 00:02:35,460 --> 00:02:37,500 But that is not the whole the story. 38 00:02:37,500 --> 00:02:41,739 For that, we have to go to Ronald Reagan. 39 00:02:41,739 --> 00:02:45,199 In 1984, Reagan is seeking reelection. 40 00:02:45,540 --> 00:02:47,840 At this time, in the foreign policy arena, 41 00:02:47,849 --> 00:02:49,649 he is known as the hawk, 42 00:02:49,649 --> 00:02:54,799 the hard-liner with hostile policies toward the Soviet Union. 43 00:02:54,799 --> 00:02:59,889 Reagan embodies masculine values, which hold that there is a clear distinction 44 00:02:59,889 --> 00:03:06,649 between good and evil and that leadership is about decisiveness and power and military strength. 45 00:03:07,440 --> 00:03:12,780 The opposite of this is a feminine value system, which holds that the distinction between good 46 00:03:12,790 --> 00:03:16,969 and evil is not always so clear- cut in real life: 47 00:03:16,969 --> 00:03:22,129 good people can do bad things, and bad people can do good things. 48 00:03:22,140 --> 00:03:29,980 Leadership is about bridging differences, establishing relationships and seeking interaction. 49 00:03:30,040 --> 00:03:36,699 Being a leader means being willing to discuss and question your own position. 50 00:03:36,699 --> 00:03:42,559 The usually masculine Reagan explains his policy towards Russia in a short campaign ad: 51 00:03:43,860 --> 00:03:46,660 “There is a bear in the woods. 52 00:03:46,669 --> 00:03:50,439 For some people, the bear is easy to see. 53 00:03:50,439 --> 00:03:53,469 Others don’t see it at all. 54 00:03:53,469 --> 00:03:55,799 Some people say the bear is tame. 55 00:03:55,799 --> 00:03:59,139 Others say it’s vicious and dangerous. 56 00:03:59,160 --> 00:04:05,919 Since no one can really be sure who’s right, isn’t it smart to be as strong as the bear? 57 00:04:05,919 --> 00:04:12,919 If there is a bear.” 58 00:04:14,020 --> 00:04:16,660 The bear in this story is obviously the Russian bear. 59 00:04:17,640 --> 00:04:20,020 So is this a masculine narrative? 60 00:04:20,030 --> 00:04:21,160 Absolutely not. 61 00:04:21,160 --> 00:04:23,240 It is entirely feminine. 62 00:04:23,250 --> 00:04:26,800 Instead of a clear- cut distinction between good and evil, 63 00:04:26,800 --> 00:04:28,440 there is doubt all over. 64 00:04:28,440 --> 00:04:30,710 There may or may not be a bear. 65 00:04:30,710 --> 00:04:33,060 It may or may not be dangerous. 66 00:04:33,060 --> 00:04:34,900 The narration is gentle. 67 00:04:34,900 --> 00:04:38,990 The bear is not aggressive and simply roams around. 68 00:04:38,990 --> 00:04:43,810 The ad ends with a question: “isn’t it smart to be as strong as the bear?” 69 00:04:44,160 --> 00:04:49,640 In this example, Reagan embeds his masculine policies in feminine values. 70 00:04:50,780 --> 00:04:53,460 Why is this frame so powerful? 71 00:04:53,480 --> 00:04:57,580 Once again, values help you reach people’s hearts and minds. 72 00:04:57,780 --> 00:05:01,000 In this case, they suggest that Reagan is far less of a 73 00:05:01,009 --> 00:05:04,289 masculine hawk than people might think. 74 00:05:04,289 --> 00:05:06,460 But there is more to this frame. 75 00:05:06,460 --> 00:05:13,560 By appealing to a feminine value system, Reagan also manages to capture his opponents’ values. 76 00:05:14,169 --> 00:05:19,000 According to the campaign ad, you can hold feminine values and reject a 77 00:05:19,000 --> 00:05:25,460 black and white view of the United States’ relations with Russia and still support Reagan’s policies. 78 00:05:26,500 --> 00:05:29,960 So, what is the takeaway of this episode? 79 00:05:29,960 --> 00:05:34,300 Try to link your policies to your opponents values. 80 00:05:34,300 --> 00:05:37,300 Then you can break their monopoly on those values.