A short commentary arguing that media figures used two deliberate messaging strategies — framing and marginalization — to downplay Pete Hegseth’s qualifications after his nomination for U.S. Secretary of Defense. The speaker illustrates how framing (labeling him as ‘just another Fox host’) and marginalization (mispronouncing or mocking a name) reshape audience perception and shows how similar tactics can be used in marketing.
Chapters
Hey there, did you catch Jen Psaki and cnn, MSNBC and some folks on the View. I think it was their comments about Pete Hegseth Trump's nomination for the US Secretary of Defense. Some brilliant but sneaky moves that marketers like myself have noticed. Here's two things that they did that were actually pretty clever. One is framing and one is marginalization. First, she framed him is just another Fox News host in fact like a second string Fox. Obviously she's conveniently leaving out the fact that he was a Princeton graduate majoring in politics, Harvard Master's degree in public policy, decorated army veteran with two Bronze Stars for valor, former CEO of Concerned Veterans for America, drove major military reform, best selling author, on and on and on. This is the kind of resume that people dream of, that people are so proud of. But they did a great job in trying to frame him as a Fox News host. The second one is marginalization. This is a strategy that Trump uses as well. It's a subtle art of just mispronouncing someone's name. It's like the Office Space movie from years ago. It's like Naga, nah, not going to work here anymore. So insignificant you can't even be bothered to remember his name. If you can't be bothered to remember somebody's name, they couldn't be that important. So let's just say you're a gym gym owner. How do you use this gym comes in, starts competing with you and they're called Fit for Less. First, you can marginalize them by screwing up their name, call them Flop for Less and frame them as the most inexpensive cheapo brand. It's catchy, it might stick, and it immediately positions you as a premium sort of provider and them as sort of an off brand cheapo piece of garbage gym. Devious, yes. Also pretty effective as long as people don't dig too far beneath the surface. In Pete Hex's case, it's easy to find out all the good qualities about them. Let me know if you agree or disagree with these comments in the comments below.
