Sounding Presidential: Frame Creation in the Obama Administration

Among the often-cited powers of the presidency is the power of the pulpit. Presidents attempt to influence Congress directly and indirectly through their rhetoric and its influence on national policy debates. This includes the power to shape debates through the use of frames. While much is known about framing, no past study has attempted to document all frames utilized by a policy entrepreneur in his attempt to shape the policy debate. Comprehensive understanding of frame creation is necessary to understand what frames persist and how frames are used in policymaking. This study identifies how one president, Barack Obama, framed domestic policy issues in speeches early in his administration. Identifying frames the president uses provides insights into this president's attempts to set the public agenda. The findings of this study suggest that Obama's use of specific frames is highly idiosyncratic, but that these idiosyncratic frames coalesce around identifiable policy areas, particularly macroeconomic policy. This study provides insight into how one president attempts to both frame and set his domestic policy agenda.