"Framing." Check out George Lakoff.

Although, "framing" is not necessarily masking or misdirecting intent. I can't see how the quest for "gay rights" is anything other than a human rights issue.

In some cases, "framing" is "spin." Spin can mean retelling a story in a framework that makes it seem different than what it is (or what it seems).

Different groups can frame things differently. The "Affordable Care Act" sounds more agreeable than "Obamacare" to people who have been trained to dislike him.

In the same way, "Defense of Marriage Act" sounds more agreeable than "An act to codify irrational, religious prejudice into law."

Last edited by TheFallibleFiend; 08/08/2012 4:02 PM.