Framing Tax Reform in Alabama: The Use of Religious Rhetoric in the 2003 Amendment One Campaign (2006)

Undergraduate: Jessica Stone

Faculty Advisor: Michael Lienesch
Department: Political Science

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In late May of 2003, Governor Bob Riley unveiled ?Amendment One,? a comprehensive new tax and accountability plan. The following summer Alabama became a battleground for contesting political, economic, and ethical frames surrounding the issue of state taxes. In this thesis, I investigate the activity surrounding Amendment One during those months, from May to September, inception to defeat. Using theoretical models developed by students of contemporary social movements, I identify and analyze the various attempts to frame the Amendment One debate. Both proponents and opponents attempted to appeal to the latent belief systems of voters to shape public opinion about the plan. Both sides used religious rhetoric and frames centered on morality, fairness, and justice. These frames molded the debate over the summer and heavily influenced the results of the referendum. This study shows that the inability of proponents to solidify and insulate their framing of the issue led to resounding defeat in September 2003. It indicates some of the difficulties that arose in applying ethical or religious frames to economic legislation. And it concludes with several suggestions about how advocates might frame similar issues in the future.