Just in time for election season: The six things that make a story or a message stick, according to the brothers Heath: simple, unexpected, concrete, credible, emotional, story-containing. How do you spell SUCCESs?

Do the six elements explain why, say, Alan Peter Cayetano’s essentially unsubstantiated charges against Mike Arroyo stick? Or why the Arroyo vs. Estrada framework continues to define the coming elections? [What, after all, is the context of the “third force”?] Apparently the frame has six sides now.


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Filed under Readings in Politics, Spiral Notebook

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