Just like commercials during the Super Bowl, I like election rhetoric as much as the “game” itself. The verbal onslaughts between the Musgrave and Paccione teams already foreshadow an edge-of-your-seat autumn. But in general, the Democrats are clear underdogs in the spin department. So, in the interest of a fair fight, this column is exclusively for Democrat readers.
Face it: you still don’t have a clear message, and you’re up against the brilliant spinmeisters of No Child Left Behind, Healthy Forests Initiative, Death Tax, Family Values, Activist Judges, and Patriot Act. Even if these phrases belie what they represent, they are strong and clear.
The Republicans also effectively turn powerful language against you, best illustrated by the title of a new book by linguist Geoffrey Nunberg: “Talking Right: How Conservatives Turned Liberalism into a Tax-Raising, Latte-Drinking, Sushi-Eating, Volvo-Driving, New York Times-Reading, Body-Piercing, Hollywood-Loving, Left-Wing Freak Show.”
Give them credit. Republicans have done a marvelous job crafting their image as strong defenders of freedom, values, smaller government, and individual responsibility. Simple, crisp, and clear. Meanwhile, you are saying plenty, but failing to clearly define yourself.
Well, you too can play the spin game, and here’s how.
First, just as the Republicans will stereotype you as “weak on defense, tax-and-spend liberals,” you must boil your opponents down to their essence, but expressed negatively. To accomplish that, let’s list each plank in the stereotypical Republican agenda: immigration control, freezing minimum-wage, against abortion, preemptive action against rogue nations, death penalty, support for big business and the wealthy, strong military, against gay marriage and flag burning, and in favor of increased surveillance and aggressive interrogation of prisoners.
Next, examine the list carefully to pinpoint and articulate for yourselves what lies at the absolute core of these conservative positions. Here’s my take on your opponent’s essential ideology: protect (conserve!) what we have from that which threatens us. It’s that simple. Republicans stand for protection of sovereignty, freedom, wealth, borders, and lifestyle against all kinds of opposing forces, within America and beyond.
Now make your next move in the spin game: turn their position upside down. When negatively spun, at the heart of these Republican positions lie two words: greed and fear. But, of course, those inflammatory words can’t be spoken in advertisements or from the podium of your congressional candidates. So, focus on your strengths, and contrast them with your opponent’s shortcomings, i.e., present a clear and distinctive antithesis of the darker side of Republican ideology.
That’s your last creative spin challenge. What words form a positive contrast to greed and fear? Again, it’s simple: decency and hope. That’s your message. Place those words at the core of everything you advocate and communicate.
Imagine this snippet of a candidate’s speech based upon your focused message: “It’s the decent thing to do to protect prisoners from abuse, prevent an innocent man from being executed, and help those less fortunate earn a living wage. It’s decent and hopeful that we can accept people who are different from us, even if we don’t agree with their beliefs or lifestyle. It’s decent and hopeful to protect our environment and fiscal health for future generations. Our noble nation, guided by decency and hope, can once again regain our optimism, our unified strength, and the respect of the world.”
Granted, we all feel the threat to our wallets at the gas pump and to our security with each terrorist act. But even stronger than these instincts, all Americans want to be part of a decent and hopeful society. Make that your message. Simple, crisp and clear.
