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This is kind of an odd link - a google cache of an html representation of a word doc - but it's a pretty fascinating short article about the mental models we share in culture, and how to activate them in politics.

In brief, they are:

• suffering/victimization, linked to compassion
• reciprocity/fairness/rights/justice, linked to anger and indignation
• ingroup-outgroup, linked to pride and belongingness
• hierarchy/duty, linked to feelings of respect and contempt
• purity/sacredness, linked to feelings of disgust

The contention in the article is that Democrats tend to only focus on a couple of them, while Republicans have frames for all five.

Seems like you could almost make a personality test out of it.