After last November's defeat, Democrats were like aviation investigators sifting through twisted metal in a cornfield, struggling to posit theories about the disaster all around them. Some put the onus on John Kerry, saying he had never found an easily discernable message. Others, including Kerry himself, wrote off the defeat to the unshakable realities of wartime, when voters were supposedly less inclined to jettison a sitting president. Liberal activists blamed mushy centrists. Mushy centrists blamed Michael Moore. As the weeks passed, however, at Washington dinner parties and in public post-mortems, one explanation took hold not just among Washington insiders but among far-flung contributors, activists and bloggers too: the problem wasn't the substance of the party's agenda or its messenger as much as it was the Democrats' inability to communicate coherently. They had allowed Republicans to control the language of the debate, and that had been their undoing.

Even in their weakened state, Democrats resolved not to let it happen again. And improbably, given their post-election gloom, they managed twice in the months that followed to make good on that pledge. The first instance was the skirmish over the plan that the president called Social Security reform and that everybody else, by spring, was calling a legislative disaster. The second test for Democrats was their defense of the filibuster (the time-honored stalling tactic that prevents the majority in the Senate from ending debate), which seemed at the start a hopeless cause but ended in an unlikely stalemate. These victories weren't easy to account for, coming as they did at a time when Republicans seem to own just about everything in Washington but the first-place Nationals. (And they're working on that.) During the first four years of the Bush administration, after all, Democrats had railed just as loudly against giveaways to the wealthy and energy lobbyists, and all they had gotten for their trouble were more tax cuts and more drilling. Something had changed in Washington -- but what?

Democrats thought they knew the answer. Even before the election, a new political word had begun to take hold of the party, beginning on the West Coast and spreading like a virus all the way to the inner offices of the Capitol. That word was ''framing.'' Exactly what it means to ''frame'' issues seems to depend on which Democrat you are talking to, but everyone agrees that it has to do with choosing the language to define a debate and, more important, with fitting individual issues into the contexts of broader story lines. In the months after the election, Democratic consultants and elected officials came to sound like creative-writing teachers, holding forth on the importance of metaphor and narrative.

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http://www.nytimes.com/2005/07/17/magazine/17DEMOCRATS.html