No wonder the left seeks to avoid political debate at all costs. Why bother? Members of the left are not interested in having a debate about policy. They are not interested in debating what is right or wrong for the country. They are interested in debating you personally. They are interested in castigating you as a nasty human being because you happen to disagree. This is what makes leftists leftists: an unearned sense of moral superiority over you. And if they can instill that sense of moral superiority in others by making you the bad guy, they will.
Ben Shapiro
The Fourteen Words Never To Use
February 28, 2005
Frank Luntz is an expert at the politics of Orwell -- that is, using language to
manipulate the people's opinions through nothing more than the words he
tells politicians to use.
His latest release is a 160 page briefing book on how the Republicans should
be framing the arguments to selectively deceive the American people and
appeal in turn to our best and worst qualities.
Without further ado, Frank Luntz's commentary on how stupid we all are, and
how easy it is to deceive us using nothing more than DoubleSpeak:
Appendix:- The Fourteen 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 the New American Lexicon 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.
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 succeed, 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."
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 wants to personalize Social Security
while only one-third should 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.
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.
Never Say:- Inheritance/Estate Tax
Instead Say:- The Death Tax
While a sizable 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.
Never Say:- A 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.
Never Say:- Outsourcing
Instead Say:- Taxation, Regulation, Litigation Innovation, Education
When you use the words of your opposition, 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.
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.
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.
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 oil rig 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.
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."
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 a.m. cajoling us to sue someone. If you want to
get the full bang for the buck, call them "predatory personal injury
lawyers."
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.
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 the schools that are right for their children," an there is
almost universal support for "equal opportunity in education." So frame the
issue right and you get the support you need.
Never Say:- Health care "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 health care 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.
How Republicans are being taught to talk about Occupy Wall Street
By Chris Moody
December 01, 2011
The Republican Governors Association met this week in Florida to give GOP state executives a chance to rejuvenate, strategize and team-build. But during a plenary session on Wednesday, one question kept coming up: How can Republicans do a better job of talking about Occupy Wall Street?
"I'm so scared of this anti-Wall Street effort. I'm frightened to death," said Frank Luntz, a Republican strategist and one of the nation's foremost experts on crafting the perfect political message. "They're having an impact on what the American people think of capitalism."
Luntz offered tips on how Republicans could discuss the grievances of the Occupiers, and help the governors better handle all these new questions from constituents about "income inequality" and "paying your fair share."
Yahoo News sat in on the session, and counted 10 do's and don'ts from Luntz covering how Republicans should fight back by changing the way they discuss the movement.
1. Don't say 'capitalism.'
"I'm trying to get that word removed and we're replacing it with either 'economic freedom' or 'free market,' " Luntz said. "The public . . . still prefers capitalism to socialism, but they think capitalism is immoral. And if we're seen as defenders of quote, Wall Street, end quote, we've got a problem."
2. Don't say that the government 'taxes the rich.' Instead, tell them that the government 'takes from the rich.'
"If you talk about raising taxes on the rich," the public responds favorably, Luntz cautioned. But "if you talk about government taking the money from hardworking Americans, the public says no. Taxing, the public will say yes."
3. Republicans should forget about winning the battle over the 'middle class.' Call them 'hardworking taxpayers.'
"They cannot win if the fight is on hardworking taxpayers. We can say we defend the 'middle class' and the public will say, I'm not sure about that. But defending 'hardworking taxpayers' and Republicans have the advantage."
4. Don't talk about 'jobs.' Talk about 'careers.'
"Everyone in this room talks about 'jobs,'" Luntz said. "Watch this."
He then asked everyone to raise their hand if they want a "job." Few hands went up. Then he asked who wants a "career." Almost every hand was raised.
"So why are we talking about jobs?"
5. Don't say 'government spending.' Call it 'waste.'
"It's not about 'government spending.' It's about 'waste.' That's what makes people angry."
6. Don't ever say you're willing to 'compromise.'
"If you talk about 'compromise,' they'll say you're selling out. Your side doesn't want you to 'compromise.' What you use in that to replace it with is 'cooperation.' It means the same thing. But cooperation means you stick to your principles but still get the job done. Compromise says that you're selling out those principles."
7. The three most important words you can say to an Occupier: 'I get it.'
"First off, here are three words for you all: 'I get it.' . . . 'I get that you're angry. I get that you've seen inequality. I get that you want to fix the system."
Then, he instructed, offer Republican solutions to the problem.
8. Out: 'Entrepreneur.' In: 'Job creator.'
Use the phrases "small business owners" and "job creators" instead of "entrepreneurs" and "innovators."
9. Don't ever ask anyone to 'sacrifice.'
"There isn't an American today in November of 2011 who doesn't think they've already sacrificed. If you tell them you want them to 'sacrifice,' they're going to be be pretty angry at you. You talk about how 'we're all in this together.' We either succeed together or we fail together."
10. Always blame Washington.
Tell them, "You shouldn't be occupying Wall Street, you should be occupying Washington. You should occupy the White House because it's the policies over the past few years that have created this problem."
Bonus:
Don't say 'bonus!'
Luntz advised that if they give their employees an income boost during the holiday season, they should never refer to it as a "bonus."
"If you give out a bonus at a time of financial hardship, you're going to make people angry. It's 'pay for performance.'"
A Leader’s Lexicon for the 21st Century
By Lesley Docksey
January 23, 2013
Intended to help all 21st Century leaders (Western, of course) when making speeches or statements to the press and their gullible public. N.B.: this is not an exhaustive list, and leaders will invent their own useful words and phrases, freely copied by their fellows.
Insurgents (also known as terrorists, Mujahideen, Al Qaeda, Taliban, Islamists): bad. We don’t support them.
Rebels: good. We support them, with weapons and other equipment, training by our own forces (that are not there) because…
Boots on the ground: we are not going to send in any of our own troops (because they went in secretly last week/month/year).
Regimes, dictatorships: legitimate governments we don’t support.
Governments: regimes and dictatorships we do support.
‘We are proud of our special relationship’: we buy arms from them.
‘Partners’: we sell arms to them.
Friendly nations: and them.
Global allies: and them too.
We welcome the new government/the overthrow of the last government: we want to sell arms to them.
Regimes: people we used to sell arms to.
Dictatorships: as above.
Rogue state: one that has got entirely out of the West’s control.
Chemical/biological/nuclear weapons: use this term to frighten your own citizens. For example, “Iran/Iraq/Syria could attack us with their chemical/biological/nuclear weapons”. Warning – tread carefully here because (1) they may not actually have these weapons and (2) you can’t remember if and when you sold these weapons to them.
Back your statement with: ‘We have proof they have used them on their own citizens’. NEVER provide any proof. The headlines in the press the next day – “Syria/Iran/Iraq accused of…” are what you want.
‘We have proof’: a figment of your imagination. There are two courses you can follow. 1) Never mention it again in the hope the public will forget. 2) Plead ‘security issues’ that prevent you being entirely open and honest.
Robust security response: anything from sanctions, air strikes, boots on the ground to entire lock-down of your own country.
Threat: you can’t use this word often enough, usually with the words ‘grave’, ‘real and present’, ‘real and existential’, large and existential’ etc. Yes – you don’t know what ‘existential’ actually means, but neither does the public, so you get to look smarter than them. You hope.
Intervention: sanctions, air strikes, invasion (but do not mention plots, rebellions or assassinations organised by your own security forces).
Intervention to protect/defend our interests: their resources, our multi-nationals.
Our interests: as above
Humanitarian intervention: look noble when you use this phrase. You are going to stand between an innocent population and its cruel dictator. Do not mention your forces’ shoot-to-kill policy. Also known as ‘Responsibility to protect’, which requires a UN Resolution.
UN Resolution: an impossible set of demands on a rogue state. You know they can’t comply, which gives your invasion an appearance of legitimacy.
We are upholding the terms of the UN ‘responsibility to protect’ resolution: well done, this is quite true! You broke all the terms before you got the resolution passed.
Liberation: offer this to invaded states as the price of modernisation.
Modernisation: handing control of their resources/services over to multinationals.
Democracy (1): arranging elections for invaded states.
Democracy (2): ensuring governments of invaded states are controlled by your preferred candidates. If possible, they should hold American or British passports and maintain a residence in your country.
Democracy (3): ignore local, traditional systems of governance and impose ‘democratic elections’.
Democracy (4): inform your own citizens that you are their leader because they live in a democracy – of which they should be proud.
Removing dictator/regime: make clear to your own citizens that this is in their interest. Make clear that it is also being done to free the invaded country’s citizens and that it is absolutely necessary that they should be the subjects of air strikes etc. Who knows – you might get lucky. One of your precisely targeted missiles might hit the dictator.
Precision bombing: anything within 1000 yards – roughly.
‘Senior Al Qaeda/Taliban /Gaddafi/Assad supporter killed in strike’: Sound proud of your armed drones. They are so pin-point accurate and you know damned well no one can prove otherwise.
Our Brave Boys: our cannon fodder. Use freely and equally with ‘Heroes’.
Combatants: enemy combatants, that is. Their cannon fodder. Synonymous with ‘terrorists’ etc.
Sacrifice: Usually by ‘our brave boys’ when they have been killed, wounded, blown up or captured by ‘the enemy’. ‘Sacrifice’ is often ‘tragic’ – another word to be used freely. Warning: when using the word sacrifice, please hide the satisfaction you feel in knowing you personally will never have to sacrifice anything for the good of your country.
For the good of the country: Use to convince the voters you have a wider, further-reaching vision than theirs. Can also be used in conjunction with ‘national security’ and ‘interests’.
Innocent civilians: yours.
Collateral damage: theirs.
Targeted killing: do your best to sound clinical and leader-like when using this phrase. It means murder or assassination – for which your own citizens would be imprisoned for.
Torture: If British, just keep repeating ‘the Government’s clear policy is not to participate in, solicit, encourage or condone the use of torture or cruel, inhuman or degrading treatment for any purpose’, and insist that ‘our brave boys’ would never do such a thing, even if it has already been proved they did and do. If American, insist that US law allows you to do this as it has ruled that water-boarding etc. is not torture. You can be absolutely sure on this – you or your predecessor pushed it through the courts.
We have the enemy on the run: our troops are confined to base.
Bringing our boys back home: always insist that they have ‘fulfilled their mission’. Depend on the fact that very few people will remember what the mission was. If pressed, use the words ‘pulling out’ rather than ‘withdrawing’. Or say that the ‘global threat of terrorism’ has moved elsewhere and that you and your forces are prepared to go wherever it raises its ugly head.
But NEVER, never use the words ‘retreat’, ‘lost’ or ‘defeat’.
Politician Speak Translated
By Michael Greenwell
May 04, 2007
Part 1
Its difficult even for politicians to keep up with some of the jargon, spin and rhetoric these days so, in order to help, there follows a brief description of some of the more common phrases.
Pre-emptive Strike - this is the new term for attacking people who haven’t touched you yet. To put it in a more social setting it is equivalent to going up to a man in a bar and punching him just in case he happens to spill your beer later on.
Preventive War - This means denying everyone but yourself and your friends the chance to even buy a beer.
We Will See How The Situation Develops - we do not have the time, the money, or the inclination to do anything about this at the moment.
Liar/Lying - In the bizarre politics of the early 21st century one of the strangest manifestations in the language is that the one thing that the politicians are trying to outdo each other in is the one thing they aren’t allowed to call each other or accuse each other of (in the UK parliament).
Convention rules that even words such as “untruth” are frowned upon. Due to this some rather strange language has grown up around the subject. Lying has come to be known by such terms as “being economical with the truth”, “putting an interpretation on events that was at significant variance with the facts”, “terminological inexactitude” (Winston Churchill) or even “making a press statement”.
“I’m glad you asked me that.” - that was the one question I hoped you wouldn’t ask me.
Hearts And Minds - These days we are often told that the battle for “hearts and minds” is more important than the physical battle with weapons. This seems a little confusing - presumably the western armies are hoping to pick up the pieces of these hearts and minds from the towns and villages where they have blown them up? Any other explanation seems unlikely, as it is difficult to convince people of your good intentions when you are bombing them.
Or perhaps it relates to what Chuck Colson, former aide to Richard Nixon said ..”When you’ve got them by the balls their hearts and minds will follow”.
European Partners - European enemies
Multiculturalism - respecting the symbols, values and idiosyncrasies of all colours, creeds and religions - provided that is, that they can be co-opted into a neoliberal economic order and packaged in plastic and sold off. If it is not possible to do this then the adherents of whichever ideology it is must be considered to be “depraved opponents of civilisation itself.”
A Constructive Discussion - this means nothing at all. The phrase “a constructive discussion” is only used in circumstances where no agreement of any sort has been reached. We know this because if a solution is reached, even if its during a conference about the width of traffic cones then it is still called “an historic agreement”
An Historic Agreement - See entry for “A Constructive Discussion.”
Collateral Damage - this means no more or less than dead people. This phrase released many politicians and military people from potentially difficult situations in that it is much easier to say “the operation was a success although we did sustain a small amount of collateral damage” than to say “we bulldozed our way through a civilian area and though we killed a few camel-f*ckers, we did get what we went in there for.”
Weapons of Mass Destruction - do you remember doing French at school? This phrase only applies to “they” not “we” or “I”. It’s like an irregular verb -
- They have weapons of mass destruction
- You are either with us or against us and
- We have strong defensive capabilities,
or if you prefer “we shall defend our island whatever the cost may be.”
Strong Government - ignoring everybody else. Thereby when the country doesn’t want to go to war and you do you can say you are not being bloody minded or a warmonger - it is in fact “strong government.”
We Are Putting The Matter To Consultation - This can mean one of 3 things,
1 = We are hoping everyone will forget this unpopular measure we are proposing and then we can bring it back when the media is concentrating on something else and try and slip it to them that way.
2 = we simply hope the matter will go away.
Option 3 is to employ consultants that you know will agree with your initial hypotheses and then when they report back you can claim your original policy has been vindicated.