An article about linguist George Lakoff and framing the argument.

“The Clinton campaign decided that the best way to defeat Trump was to use his own words against him.  So they showed these clips of Trump saying outrageous things. Now what Trump was doing in those clips was saying out loud things that upset liberals, and that’s exactly what his followers liked about him. So of course they were showing what actually was helping Trump with his supporters.”    …Free advertising for Trump?

http://www.salon.com/2017/01/15/dont-think-of-a-rampaging-elephant-linguist-george-lakoff-explains-how-the-democrats-helped-elect-trump/