I find this idea of "framing" very interesting...I mean with Gingrich above, we can't be sure if he actually believes what he is saying or if he, as a politician, is in fact trying to intentionally manipulate the conversation.
But framing, according to Wikipedia, is:"a schema of interpretation, a collection of anecdotes and stereotypes, that individuals rely on to understand and respond to events. In other words, people build a series of mental "filters" through biological and cultural influences. They then use these filters to make sense of the world. The choices they then make are influenced by their creation of a frame."
Having read up on it a bit, if you accept this concept, then it seems that convincing anyone they are "wrong" on subjects relating to core values is almost impossible. Whatever they see or hear is run through their life-long frame system and made to fit their world-view.
It helps make sense of a lot of sticky questions like why people go along with things that are obviously bonkers (Trump), or support things that in the end are actually not in their own (or society's) best interests.
I like to use tattoos as an example. While there are certainly large social/cultural ideas associated with them, they do seem to elicit very strong personal feelings amongst some people. Why? Why would it matter at all?
Of course, this leads to my own perceptions and thoughts (am I not just running things through my own frames?) which is a rabbit hole. But hopefully, once one is self-aware of things like this they can then separate those feelings out from the facts. https://en.wikipedia.org/wiki/Framing_(social_sciences