[North-NV-Greens] Fwd: [usgp-dx] Republican playbook leaked:Orwell,
Where Are You When We Need You
Paul Etxeberri
eusko at greens.org
Wed Mar 16 23:46:48 PST 2005
>
>
>
>HI: As we all know, language can be used to communicate or obfuscate. All
>too often politicians choose the latter. Here are some Republican
>examples. Peace. Richard Walton, RI.
> P.S. One both parties use is to call it the "defense" budget. Who
>can be against "defense?" But was invading Iraq a defensive act? So I
>try always to call it the "military" budget. Using "defense" is playing
>into the hands of the militarists in both parties.
>
>>For those of you who haven't heard, Frank Luntz -- the Keeper of the
>>Republican Frame -- had his "playbook" leaked and it is spreading around
>>the blogs. It's his "lessons learned from the 2004 victory" and his
>>plans for extending the Republican winning streak in 2006. This is a
>>pretty big deal. The section below gives you a sense of his "perception
>>management" work. Whether you agree or disagree with him, you'll likely
>>agree that he is very skilled at what he does. One of my favorite Frank
>>Luntz quotes is "It's not what you say, it's what they hear that
>>matters." At the bottom, you'll find links to the other sections of his
>>playbook (or you can download the entire thing).
>
>>http://www.politicalstrategy.org/archives/001208.php#1208
>
>>Frank Luntz Republican Playbook -- Searchable Text-Version: PART X
>>"APPENDIX: THE 14 WORDS NEVER TO USE"
>>By <mailto:tball at politicalstrategy.org>Tom Ball
>>03/06/05
>
>>In the tenth and final installment of the text version of the Luntz
>>Republican playbook, Frank warns conservatives of the 14 words they
>>should never, ever use -- and then graciously provides 'proper'
>>alternatives.
>
>>PAGE 156 ---
>
>>APPENDIX: THE 14 WORDS NEVER TO USE
>
>>Sometimes it is not what you say that matters but what you don t say.
>>Other times a single word or phrase can undermine or destroy the
>>credibility of a paragraph or entire presentation. This memo was
>>originally prepared exclusively for Congressional spouses because they
>>are your eyes and ears, a one-person reality check and truth squad
>>combined. However, by popular demand, I have included and expanded that
>>document because effectively communicating requires you to STOP saying
>>words and phrases that undermine your ability to educate the American
>>people.
>
>>So from today forward, YOU are the language police. From today forward,
>>these are the words never to say again.
>
>>1. Government - Washington
>
>>NEVER SAY: Government
>>INSTEAD SAY: Washington
>
>>The fact is, most Americans appreciate their local government that picks
>>up their trash, cleans their streets, and provides police and
>>transportation services. Washington is the problem. Remind voters again
>>and again about Washington spending, Washington waste, Washington
>>taxation, Washington bureaucracy, Washington rules and Washington
>>regulations. Then remind voters that if Washington created this mess, it
>>is
>
>>Washington s responsibility to fix it. "If we expect to succee4 we must
>>look to ourselves and not to Washington to raise our kids, start our
>>businesses and improve our day-to-day lives." If you must talk about
>>government, use the context defined by President Bush: "Government should
>> help people improve their lives) not try to run their lives.
>
>>2. Privatization/Private Accounts - Personalization/Personal Accounts
>
>>NEVER SAY: Privatization/Private Accounts
>>INSTEAD SAY: Personalization/Personal Accounts
>
>>Many more Americans would "personalize" Social Security than "privatize"
>>it. In fact, two-thirds of America want to personalize Social Security
>>while only one-third would privatize it. Why? Personalizing Social
>>Security suggests ownership and control over your retirement savings,
>>while privatizing it suggests a profit motive and winners and losers,
>>BANISH PRIVATIZATION FROM YOUR LEXICON.
>
>>PAGE 157 ---
>
>>3 Tax Reform - Tax Simplification
>
>>NEVER SAY: Tax Reform
>>INSTEAD SAY: Tax Simplification
>
>>While a majority of Americans are generally in favor of tax reform,
>>one-third of the population fears that they would end up paying more in
>>taxes if the tax code was in fact reformed. However, almost all Americans
>> believe they would personally benefit from a tax code that was
>>simplified - -- in terms of money they owe, time they spend and anxiety
>>about the IRS. When more Americans fear the IRS than root-canal surgery,
>>something should be done to simplify the tax code.
>
>>4. Inheritance/Estate Tax - The Death Tax
>
>>NEVER SAY: Inheritance/Estate Tax
>>INSTEAD SAY: The Death Tax
>
>>While a sizeable 68% of America thinks the Inheritance/Estate Tax is
>>unfair, fully 78% think that the Death Tax is unfair. And while a narrow
>>majority would repeal the inheritance/estate tax, an overwhelming
>>majority would repeal the death tax. If you want to kill the estate tax,
>>call it a death tax.
>
>>5. A Global Economy/Globalization/Capitalism - Free Market Economy
>
>>NEVER SAY: Global Economy/Globalization/Capitalism
>>INSTEAD SAY: Free Market Economy
>
>>More Americans are afraid of the principle of globalization than even
>>privatization. The reason? Globalization represents something big,
>>something distant and something foreign. It's the same reason why
>>Americans like their local government but dislike Washington -- the
>>closer you are, the more control you have. So instead of talking about
>>the principles of globalization, instead emphasize "the value and
>>benefits of a free market economy." Similarly, capitalism reminds people
>>of harsh economic competition that yields losers as well as winners.
>>Conversely, the free market economy provides opportunity to all and
>>allows everyone to succeed.
>
>>6. Outsourcing - Taxation, Regulation, Litigation, Innovation, Education
>
>>NEVER SAY: Outsourcing
>>INSTEAD SAY: Taxation, Regulation, Litigation, Innovation, Education
>
>>When you use the words of your oppositions you are basically accepting
>>their definition and therefore their conclusion. We should NEVER use the
>>word outsourcing because we will then be asked to defend or end the
>>practice of allowing companies to ship American jobs overseas. Rather, we
>> should talk about the "root cause" why any company would not want to
>>hire "the best workers in the world." And the answer: "over-taxation,
>>over-regulation, too much litigation, and not enough innovation or
>>quality education." Because it rhymes, it will be remembered.
>
>>PAGE 158 ---
>
>>7. Undocumented Workers - Illegal Aliens
>
>>NEVER SAY: Undocumented Workers
>>INSTEAD SAY: Illegal Aliens
>
>>The Dems have adopted the phrase "undocumented worker" but you shouldn t.
>> Call them exactly what they are. In fact, instead of addressing
>>"immigration reform, "which polarizes Americans, you should be talking
>>about "border security" issues. Securing our borders and our people has
>>universal support.
>
>>8. Foreign Trade - International Trade
>
>>NEVER SAY: Foreign Trade
>>INSTEAD SAY: International Trade
>
>>For many reasons unrelated to this issue, the word "foreign" conjures up
>>negative images. Americans simply don t like "foreign oil," or "foreign
>>products" or "foreign nationals." International is a more positive
>>concept than either foreign or global.
>
>>9. Drilling for oil - Exploring for energy
>
>>NEVER SAY: Drilling for oil
>>INSTEAD SAY: Exploring for energy
>
>>It s the picture people paint in their minds, the difference between an
>>old-fashioned oilrig that gushes up black goop vs. 21st Century
>>technology and innovation that provides us the ability to heat our homes
>>and drive our cars. When you talk about energy, use words like
>>"responsible" and "balanced" and always address your concern for the
>>environment.
>
>>10. Tort Reform - Lawsuit Abuse Reform
>
>>NEVER SAY: Tort Reform
>>INSTEAD SAY: Lawsuit Abuse Reform
>
>>The term "tort" has very little meaning to the average American, and at
>>best reminds one of a French pastry. "Lawsuit Abuse" is something most
>>Americans understand and resent. If you really want to make your case,
>>add the word "frivolous."
>
>>11. Trial Lawyer - Personal Injury Lawyer
>
>>NEVER SAY: Trial Lawyer
>>INSTEAD SAY: Personal Injury Lawyer
>
>>It is hard to distrust a trial lawyer because we see them portrayed so
>>favorably on L.A. Law and Law & Order. But personal injury lawyers, also
>>known as ambulance chasers, remind people of those annoying, harassing
>>commercials we see at 1:00 am cajoling us to sue someone. If you want to
>>get the frill bang for the buck, call them "predatory personal injury
>>lawyers."
>
>>PAGE 159 ---
>
>>12. Corporate Transparency - Corporate Accountability
>
>>NEVER SAY: Corporate Transparency
>>INSTEAD SAY: Corporate Accountability
>
>>I constantly hear the need for "transparency" coming from members of the
>>financial services industry as well as Members of Congress. But if you
>>asked the American people, corporate accountability is a much higher
>>priority. The fact is, a majority of Americans can t even explain what
>>transparency actually means. But everyone understands and demands
>>accountability from all sectors of the economy ... and the government.
>
>>13. School Choice - Parental Choice/Equal Opportunity in Education
>
>>NEVER SAY: School Choice
>>INSTEAD SAY: Parental Choice/Equal Opportunity in Education
>
>>Americans are still evenly split over whether they support "school
>>choice" in America s schools. But they are heavily in favor of "giving
>>parents the right to choose th schools that are right for their
>>children," and there is almost universal support for "equal opportunity
>>in education." So frame the issue right and you get the support you
>>need.
>
>>14. Healthcare "Choice - "The Right to Choose"
>
>>NEVER SAY: Healthcare "Choice
>>INSTEAD SAY: "The Right to Choose"
>
>>This is an important nuance so often lost on political officials. Almost
>>all Americans want "the right to choose the healthcare plan, hospital,
>>doctor and prescription drug plan that is best for them," but far fewer
>>Americans actually want to make that choice, In fact the older you get,
>>the less eager you are to have a wide range of choices, One reason why
>>the prescription drug card earned only qualified public support was that
>>it offered too many choices and therefore created too much confusion for
>>too many senior citizens.
>
>>Frank Luntz Republican Playbook -- Searchable Text-Version
>> * <http://www.politicalstrategy.org/archives/001185.php#1185>PART I
>>"Introduction" (02/24/05)
>> * <http://www.politicalstrategy.org/archives/001187.php#1187>PART II
>>"Setting the Context and Tone" (02/26/05)
>> * <http://www.politicalstrategy.org/archives/001189.php#1189>PART III
>> "Growth, Prosperity, & Restore Energy and Economic Security" (02/27/05)
>> * <http://www.politicalstrategy.org/archives/001191.php#1191>PART IV
>>"International Trade: Promoting America's Competitiveness" (02/28/05)
>> * <http://www.politicalstrategy.org/archives/001193.php#1193>PART V
>>"The Budget: Ending Wasteful Washington Spending" (03/01/05)
>> * <http://www.politicalstrategy.org/archives/001199.php#1199>PART VI
>>"Tax Relief & Simplification" (03/02/05)
>> * <http://www.politicalstrategy.org/archives/001202.php#1202>PART VII
>> "Social Security = Retirement Security" (Part a) (03/03/05)
>> * <http://www.politicalstrategy.org/archives/001204.php>PART VII
>>"Social Security = Retirement Security" (Part b) (03/03/05)
>> * <http://www.politicalstrategy.org/archives/001205.php>PART VIII
>>"Lawsuit Abuse Reform: A Commonsense Approach" (03/04/05)
>> * <http://www.politicalstrategy.org/archives/001207.php#1207>PART IX
>>"An Energy Policy for the 21st Century" (03/06/05)
>> * <http://www.politicalstrategy.org/archives/001208.php#1208>PART X
>>"Appendix: The 14 Words Never to Use" (03/04/05)
>>Also Available in:
>><http://www.politicalstrategy.org/archives/001179.php>PDF
>><http://realitique.blogspot.com/2005/03/luntzing-toward-bethlehem.html>Word
>> 2003 (671kb)
>>RTF (908kb)
>>RTF (zipped--185kb)
>>XML (1.53mb)
>
>><http://www.politicalstrategy.org/archives/cat_framing_101.php>Framing
>>101 ::
>><http://www.politicalstrategy.org/archives/cat_reference.php>Reference
>>::
>><http://www.politicalstrategy.org/archives/cat_republicans.php>Republicans
> > | <http://www.politicalstrategy.org/archives/001208.php>Link |
>><http://www.politicalstrategy.org/cgi-bin/mt/mt-tb.cgi?__mode=view&entry_id=1208>TrackBack
>
>
>
> "The only way out of our crisis (terrorism) is to reduce the
>anger of the
>most rational, thus also reducing the constituency of the least rational."
>Sam Smith.
>
> "When they come for the innocent without crossing over
>your body, cursed be your religion and your life." Anon. But often
>quoted by Dorothy Day.
>--
>-----------------------------------------------------------
>"Richard Walton" <richard at soup.org>
>-----------------------------------------------------------
>
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--
Paul Etxeberri
"Forests precede civilizations and deserts follow" ---Chateaubriand
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