Emotive conjugation

Following up on this post,Global Guerrillas said pretty much the same thing in this post. Only now the war is being waged in online social networks instead of major media. He approaches the topic from the 'emotive conjugation," meaning the emotional content of a fact or statement is more important. And it's in agreement with how marketing is conducted to be most effective in creating an in-group, emotional identification with the product. He also recommends Frank Luntz's highly influential book Words That Work. This has been the Bible of conservative framing, and why it has been so successful in the past several elections.