Love him or hate him, Frank Luntz is a wordsmith par excellence. This Republican consultant spends his time concocting words that evoke good feelings- despite the misgivings one may have for the principles that lie beneath the words. He asserts (correctly, in my opinion, as it applies to the American electorate) that “80 percent of our life is emotion, and only 20 percent is intellect. I am much more interested in how you feel than how you think”.
He recognizes (even if the party leaders do not) that the GOP is currently identified as the party that defends the wealthy and big business, at the expense of small business or ‘you and me’. He is terribly worried (correctly so, I might add) that the debt ceiling debate that is looming will do nothing to deter this negative imagery- unless and until the Republicans change their lexicon.
You will notice I did not say change their beliefs or actions. No, the key thing that Luntz recognizes- even if the general population does not- is that politicians now sell their wares just like business sells tissues and candy. It’s not the substance, but the panache with which things are marketed.
Luntz also know that the GOP advantage in the House is not the result of popular sentiment, but the result of gerrymandered districts across the US. Even with the second-largest majority of Representatives since 1945, the GOP garnered significantly fewer votes for its candidates than did the Democratic party candidates.
Luntz recognizes that the banners used by the GOP are losing propositions. Their declarations that they are willing “to shut down the government” if they don’t get the votes they want is not a winning proposition. Voters hear those words and wonder why they voted for these guys; the voters don’t want a shutdown, period!
Luntz wants the GOP to reframe the questions being asked. By doing so adroitly, the policies espoused make no difference- the voters hear the buzzwords that reflect ‘tried and true’ American values, yet will not recognize that the policies belie the verbiage employed.
It is true that Americans – of both parties- question whether the federal government is husbanding their money needs well. The questions Luntz wants the GOP to ask is if the problem is that Washington is not collecting enough money in taxes or is it wasting too much of that money.
But, it is bad for the GOP positions if those questions get extended to military spending, one of their treasures, or whether the Pentagon should be outsourcing so much of that money to big business (since Small Business Set-Asides are no longer in vogue; more importantly, big business has found the means to control those set-asides for their own purposes). Luntz knows, in his heart, that one of the reasons revenue is running short is not the tax rates per se, but the recessionary economy that is cutting the gross potential upon which taxes are based.
So, Luntz wants to counter the Democratic mantra of “protect the middle class” with “standing with hardworking taxpayers”. After all, everyone considers themselves hardworking (even those who collect their money from carried interest, dividends, and capital gains… hardly the rewards one obtains from gainful employment).
Luntz wants the GOP to stop using divisive language (bordering on racist) such as “food stamp nation”. He knows that Americans no longer believe that the deck is not stacked against “upward mobility”. He knows that the GOP mantra of “smaller government” is badly overstated and outdated. He knows that Americans want infrastructure repairs- so “cutting spending” is not an acceptable response to that demand.
Given the GOP conference this week (at least it was scheduled to be, when this was written), we’ll have to see if Luntz can convince the GOP to adopt his lexicon yet again, as they have done often over the past two decades (starting with Newt Gingrich’s Contract with America).
If you start hearing talk about efficient government, simpler tax codes, controlling spending, strengthening Medicare, a secure economy… then you know he has prevailed once again.
Our politics went into a soundbite based image obsessiobn thanks to Tony Blair – leaving us with politicians who worry way too much about how they come across. It gets very annoying very quickly! There is an aspect to remember though, which is the political, indeed general, uneducated level of that public!
Cheers, Gordon
The Great Gordino recently posted..Struggling To Turn That Article Idea Into Actual Content?
Yes, Gordon. I fear that the “political consultants” that have (mis)shaped American politics have determined that this is one industry that can be easily exported. (Israel and the UK are among the first two that come to mind.)
Oh blurgh Roy…The first paragraph had me throwing up my hands saying “YES I KNOW STOP FEELING SO MUCH AND USE OUR HEADS!” I don’t care what the topic is, it’s all emotion and little brains. Now this probably shocks some people because they assume since I write A LOT about feelings that I would be in that pro-feelings group, but I’m not. When it comes to how our government is run I want mostly facts with a smaller percentage of feelings. Not only for we who put these jokers in office, but for them too…and one of the feelings I’d really like to get rid of is…greed. Am I asking too much of humanity, I fear so. Great post, though I might have to double the blood pressure meds today 😉
Lisa Brandel recently posted..Going Home by Lisa Brandel
Yes, Lisa, this sort of issue gets my blood boiling, too! (It’s why I have a queue. I get to let off steam, and then have the chance to attenuate any blustery comments after a week, a fortnight, or a month before the post sees the light of day…)
I believe in smaller government, I believe in pro-life. I don’t understand how Republicans have become the party of the wealthy and big business since the above mentioned are things of the Republican party. All I know is I’m tired of paying the way of others and then made to feel guilty that I feel that way. Democrat or Republican I don’t care anymore just work on the USA and our problems.
Shawn-
I’m with you. I think a big part of the problem is the gerrymandered districts. To get elected, these representatives do not have to take other opinions into account. They feel that it’s their way or the highway. Moreover, the part-time schedule, the non-enforcement of the rule to disallow the employment of OUR capitol as THEIR residence, means that there is no need to interactions with others. We have cliques that only talk to one another. We have coalitions that are not coalitions, but like minded groups that feed one another and never confront one another to determine what is best for America and not for 123 Main Street (and not all the addresses on Main Street, to boot)!
Unless and until that happens, I fear we are locked into the petty partisan (not party- it’s even narrower than that) bickering that will not advance the causes of these (dis)United States or solve our problems.
Shawn, I do not know anyone who is pro-death, except terrorists. But consider the following two statements, often attributed to the two sides of the aisle: “Making guns illegal will not stop gun violence” and “Making abortions illegal will not stop abortions.” Both may well be true. Personally, I do not care if sane and responsible people own guns. And I always prefer that babies live. Unfortunately, such level headed sentiments do not produce the all important ratings.
Simpler tax code. If it can’t fit on a post-card, it is just a make-work project for accountants – effectively stealing the hours they spend from doing more productive things.
David Leonhardt recently posted..Scriptless with Chantalyne
Ah, so you are for a simpler tax code, David?
Perhaps this would be a bit too simple?
A republican who speaks to uplift, not to demean.
Or to deceive without offending, making the verbiage easier to swallow.
Actually, George, we should be for anyone how speaks to uplift and not demean- regardless of the party affiliation. And, should be against anyone who plans to deceive- regardless of whether there is offense intended or not.
Admittedly I spend very little time reading and keeping up with current events. All I know is when I do tune in whatever side I’m reading from certainly has their own spin. I am always amused and frustrated by the misconceptions, generalities and uneducated assumptions made by my customers in my particular business. I can’t even fathom it at a governmental level…..
Carolina HeartStrings recently posted..ANTIQUES – A CARVED COLLECTION
I sometimes worry that it is the goal of these folks to insure that we remain awash in the misconceptions- so they can do what they want and sound as if they are doing something else, Alessa!