Aug 20, 2011 – A good example in the Telegraph of how negating a frame can reinforce a frame. The “mansion tax” has been pushed by the Lib Dems as a way to tax the rich (on properties worth more than £1m). The Telegraph puts forward Eric Pickles’ argument that this will affect “ordinary middle-class families” and “hard-working home owners” because of “high property prices in some areas”.
But the Telegraph’s headline, ‘NO TO THE MANSION TAX’, works against this argument. It might just as well be saying, “No to taxing the landed aristocracy”.
The number of people who glance at newspaper headlines (in the newsagent, supermarket, petrol station) far exceeds the number actually reading the newspaper copy. In this case, the Telegraph’s own headline works against the newspaper’s position.