Framing through temporal metaphor: The “bridges” of Bob Dole and Bill Clinton in their 1996 acceptance addresses

Abstract

This essay argues that Bill Clinton's 1996 Acceptance Address enacted rhetorical framing through skillful use of metaphor. Dole's Acceptance Address contained an off‐handed suggestion that he would be a bridge to an earlier time of tranquility; essentially, a bridge to the past. Two weeks later Clinton insistently proposed that he would help build a “bridge to the future,”; rejecting what he represented as Dole's “bridge to the past.”; Clinton's metaphors effectively functioned as frames for favorably interpreting himself and his agenda—as well as for unfavorably interpreting Dole and his agenda. A new form of framing transformation (“metaphoric”) is identified and suggestions for effective use of metaphors are derived from the evaluation of Clinton's discourse. This case study illustrates now rhetorical critics can support claims of effects from rhetorical discourses.