Framing Political Representations. Analyzing Trump and Biden’s Televised Debate through Social and Self-Representations.

Abstract

This study examines the latest televised debate between Joe Biden and Donald Trump, on June 27th, 2024 on CNN, focusing on the use of their political discourse using framing strategies and representations. Political debates play a decisive role in modern electoral processes, influencing the perception and behavior of voters. The analysis focuses on the strategies the two candidates used to shape their own and their opponent’s representations on key issues such as national security, economic performance and social justice. Through thematic and structural analysis four dominant clusters were identified: National Security, Foreign Policy, Domestic Policy and Economic Performance. The candidates’ rhetoric reflected different ideological positions and frames. The study also explores how these strategies shaped representations of credibility and leadership. Trump used nationalistic rhetoric, portraying Biden as weak and ineffective, while Biden framed Trump as divisive and irresponsible. The findings show that self- and social representations, when strategically framed, play an important role in shaping voter perceptions and behavior.