ABSTRACT
This chapter explores the conflict frame and its peculiar manifestation in what will emerge as the Contemporary Rhetoric of Conflict, so as to strengthen the results obtained in I and II levels of the analysis also in terms of discourse worlds, narratives and frames, thus preparing the ground for the III level. The coherence of his discourse worlds, contextually consistent with his electorate's expectancies, together with a strongly emotional rhetorical attitude, made up a discourse whose argumentational base was more difficult to dismantle. The conflict frame would structure the ideological basis on which to operate at a persuasion strategy level. Among the collateral phenomena observed, particular attention has been reserved to the ideology-charged lexical choices and argumentative structures. The situation is different for Bush, who, despite having started his mandate without a significant consensus, was able to orient the electorate in his favor as a consequence of 9/11 and the war in Iraq.
