The basic idea goes like this ... you take any topic, and then create 2 totally opposite positions on it, one specifically designed to enrage the right wing, and one specifically designed to discourage the left wing.
For instance ... take the economy ... the two messages can be summarized like so.
(RW framing) The message that is pumped into the right wing media is that Obama is a socialist or a communist and that we wants to turn America into a nanny state. This framing is designed to enrage right wingers, and get them to vote against Obama.
(LW framing) The message that is pumped into the left wing media is that Obama is a corporatist does nt care about the poor, prefers the rich, and who has a secret plan to kill Social Security. This framing is designed to discourage left wingers, and get them to stay home and not vote at all.
Or take foreign policy ...
(RW framing) Obama is weak on national security, apologizes, appeases, and secretly hates America.
(LW framing) Obama is worse than Bush.
Again, one framing designed to increase right wing turn out, the other designed to discourage left wing turn out.
On some shows, you'll see the RW pundit use the right wing framing, and then, during the same segment, a supposed LW pundit will use the left wing framing.
Finally, the media knows that more than 1 billion dollars will be spent on this election, but only if the election stays close. And so they have a vested interested in doing everything they can to close the gap because they get PAID to show the ads, and to debate the topics.
You don't need dozens of 24/7 pundits on 8 channels if the election is a blow out. And those are the only jobs the media cares about.
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