Why Democrats struggle with messaging

According to Reframing America, Democratic leaders come more from academia where their Repugnantcon opponents come more from business and marketing. Democrats want to make the most convincing rational arguments based on facts and evidence. Repugs know they cannot win on those terms so instead they manipulate their audience with lies and negative emotions like fear and anger against innocent scapegoats. 

So Dems need to also use emotional and moral appeals, but to positive ones like justice, law, love, compassion and inclusion. We can use facts and truth but it must be in the broader context of such moral values. We also need to avoid using Repug frames, even to negate them unless we also use the positive frames noted above right afterward to counter them. And we also need to keep our frames short and to the point instead of long, drawn-out intellectual explanations. In that regard Seth Abramson finds good memes highly effective in this battle for the hearts and minds of Americans.