Big picture with Trump vs. Clinton is all in the framing

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Getting people to put on one set of glasses rather than another to view their political choices is part of what campaigns do to win elections. The fight to frame the choice is one of the biggest battles.

Throughout the primaries, Donald Trump has attempted to make the choice about what we’ve lost: jobs, pride and greatness. Hillary Clinton wants people to think about how far we’ve come. It’s a classic divide: gains versus losses. We happen to know a lot about how it affects the way people make decisions and how small changes in the way choices are presented affect whether people think they are gaining or losing something.