Abstract

This article focuses on discovering the argumentative possibility in political messages on two-fold levels. On the one hand, by articulating socially shared imaginaries and, on the other, by framing the events occurring in space-time. To achieve this goal, a bibliographic review and dialogue is developed on the main contributions and epistemological dimensions of Social Imaginaries Theory and the Theory of Framing. This theoretical-reflexive approach shows, firstly, that the imaginaries, which act on a profound level of social meanings, are formed as socially shared referential architectures, where the collective beliefs of a given society are found. Secondly, it shows that framing, which is located on an apparent level of social meanings, refers to the selection, emphasis and exclusion of certain elements of reality to define and give meaning to an event. The main contribution of the study would again be two-fold. It reveals the argumentative opportunity offered by articulating the semiotic universe of the imaginaries (surrounding and uniting a specific society) with the framing of certain facts or themes that surround social life