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Tactic: Every Word Matters -- Using 'Keywords' as a Political Tactic Email Print

By Tom Ball
12/12/2005 09:57:59 AM EST

In 1990, Newt Gingrich published a booklet he called "Language: A Key Mechanism of Control". He mailed his little manifesto to Republican leaders throughout the land and encouraged them to "paint a vivid, brilliant word picture." Gingrich, showing distrust for his fellow Republicans' judgment, saw fit to supply the leaders with two lists of keywords, a positive word list to use in describing themselves and a negative keyword list to describe those evil Democrats.

Gingrich's positive words for Republicans (hold your nose)

"Active, activist, building, candid(ly), care(ing), challenge, change, children, choice/choose, citizen, commitment, common sense, compete, confident, conflict, control, courage, crusade, debate dream, duty, eliminate good time in prison, empower(ment), fair, family, freedom, hard work, help, humane, inventive, initiative, lead, learn, legacy, liberty, light, listen, mobilize, moral, movement, opportunity, passionate, peace, pioneer, precious, premise, preserve, principle(d), pristine, pro-flag, pro-children, pro-environment, prosperity, protect, proud/pride, provide, reform, sights, share, strength, success, tough, truth, unique, vision, we/us/our, workfare"

Particularly entertaining was the inclusion of such words as "Eliminate good time in prison", "peace" and "pro-environment". No. They did not include "Audacity" in their "pro-Republican" word list. Anyway, Newt continues with his choice of words to describe the opposition.

Perhaps what they meant to list were "Eliminate peace and the environment" and "pro-prison"?

Gingrich's negative words for Democrats

"Anti-flag, anti-family, anti-child, anti-jobs, betray, coercion, collapse, consequences, corruption, crises, decay, deeper, destroy, destructive, devour, endanger, failure, greed, hypocrisy, ideological, impose, incompetent, insecure, liberal, lie, limit(s), pathetic, permissive attitude, radical, self-serving, sensationalists, shallow, sick, they/them, threaten, traitors, unionized bureaucracy, urgent, waste"

These certainly make sense. Everyone knows how much we Democrats just hate children.

Anyway, now we know what Gingrich was doing when he wasn't busy cheating on his sick wife. Busy! Busy! Busy!

Nevertheless, if a loser like Newt can issue a list of "power words" then so can we. It is our duty.

Positive words for Democrats

American, Best-interest, Bipartisan, Caring, Children, Choice, Clean, Common sense, Confident, Correct, Courage, Decent, Democracy, Determination, Diversity, Environment, Equity, Fairness, Family, Fiscal responsibility, Forward looking, Freedom, Growth, Hard working, Health, Humane, Innovative, Justice, Liberty, Life, Majority, Middle-class, Moral, New ideas, Open government, Open-minded, Passionate, Peace, Pioneer, Populist, Progressive, Pro-growth, Promote, Prosperity, Protection, Proud, Reality, Responsibility, Security, Solution, Strength, Success, Tolerance, Truth, Unity, Vision, We/us/our, Win, Women, Working, Working-class

And...

Realistic Words for Republicans

Against, Al Qaeda, Anti-, Anti first amendment, Anti-choice, Anti-civil rights, Anti-environment, Aristocracy, Arrogant, Audacity, Authoritarian, Backward, Behind the times, Betray, Big brother, Bigotry, Bin laden, Chaos, Chickenhawk, Closed-minded, Corporate interests, Corporate malfeasance, Corruption, Cowardice, Crisis, Cronies, Danger, Dark ages, Death, Deficits, Denial, Despicable, Destructive, Destructive, Divisive, Doubt, Elitist, Embarrassment, Endanger, Enron, Extremist, Failed, Failure, Falling stocks, False, Fear, Fearful, Fear-monger, Greed, Hateful, Hurtful, Hypocrisy, Ideologues, Incompetent, Inhumane, Insecure, Insecure, Intolerant, Isolationist, Judgmental, Lies, Limousine, Lose, No ideas, Nuclear proliferation, Oil, Oppression, Orwellian, Outdated, Pain, Partisan, Poison, Prejudice, Propaganda, Racism, Radical, Recession, Right-wing, ,Secrecy, Selfish, Selfish, Self-serving, Shameless, Terrorists, They/then, Traitors, Unemployment, Unfair, Unilateralist, War, Warmonger, Weak, Wealthy, Zealots

Every word matters.

See Also: Tactic: Describe your Opponent with 'Words of Weakness'


KEYWORDS: , , ,

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Tactic: Every Word Matters -- Using 'Keywords' as a Political Tactic | 31 comments (31 topical, editorial, 0 hidden)
I posted this in response to (5.00 / 3)
some discussion that arose regarding my prior post on 'Words of Weakness'.

So again, can you think of any other words that should be added to any of the lists?

Political Cortex -- Brain Food for the Body Politic

by Tom Ball on 12/12/2005 10:14:26 AM EST

Positive words for Democrats (5.00 / 3)
You should definitely add "Patriotic" to that list. The right has so confiscated 'patriotism' as something that only applies to their anti-American agenda. Makes me sick!

This issue alone is fodder for a series of tactical posts. Think about it.

by Jesus on 12/12/2005 11:29:17 AM EST

[ Parent ]
words (5.00 / 3)
For Democrats: ethical, liberal, reasonable, inclusive

For the Republicans: reactionary, name-calling, oligarchy (and maybe, if we can coin words: oiligarchy).

by astraea on 12/12/2005 01:00:39 PM EST

[ Parent ]
Excellent (5.00 / 3)
And that triggers a couple more: Theocracy and Nepotism.

by Embolden on 12/12/2005 02:23:52 PM EST

[ Parent ]
I like "oilgarchy" (none / 0)
That's two times clever, you know.

by SusanG on 12/12/2005 01:37:14 PM EST

[ Parent ]
Great list for Democrats (none / 0)
Every time I think of a keyword, I check the list and there it is. Very comprehensive.

by Embolden on 12/12/2005 11:34:56 AM EST

[ Parent ]
Realistic? (5.00 / 2)
I know you are trying to maintain a level of decorum here at Political Cortex, but if you really want the Realistic Words for Republicans to be complete, you should probably include several terms that I will not share with you at this time lest they reflect more on me than their intended targets.

by Embolden on 12/12/2005 10:23:13 AM EST

Just for fun.. (none / 1)
i know that name calling is beneath us, but come on... this is a setup and I can't resist/

So, could your additions possibly include such fascinating descriptors as "asshats" or "rectal canyons"?

by Captain Marvel on 12/12/2005 10:46:45 AM EST

[ Parent ]
Your right, (5.00 / 2)
name-calling is beneath us, so instead of referring to Republicans as "chigger-brained, infidels" or "reverse-geared troglodytes" hiding behind a facade of "moral self-righteousness" and "crusading" for a "neo-inquisition", we should focus on more productive, unembellished, but compelling adjectives.

You know, stuff that sticks in the minds of the electorate without clouding their imagery with the "name-calling" opposition.

Even so, that felt good. -- I've never claimed to be so subtle.

Political Cortex -- Brain Food for the Body Politic

by Tom Ball on 12/12/2005 11:00:12 AM EST

[ Parent ]
It's not name-calling when... (5.00 / 3)
...you call a spade a spade.

:)

by S M Dixon on 12/12/2005 02:42:03 PM EST

[ Parent ]
Whew! (5.00 / 2)
Just finished submitting my grades, so my grasp of anything remotely considered to be functional language is probably in doubt.

However, I'd like to add

"Corporate irresponsibility" to the above descriptors of the "Others."

Also, "self-serving, freedom-denying, lie-until- you-get-caught-and-then-den y-everything" criminals.

Or is that too subtle?

Taxes shall be levied according to ability to pay. That is the only American principle. FDR

by btyarbro on 12/12/2005 01:58:11 PM EST

Gingrich Endorsed the list (none / 1)
It should be noted that Gingrich merely endorsed the keyword list. He did not create it himself.

It should also be noted that I endorse your list. I'm sure you were waiting with bated breath for that endorsement.

:-)

by Captain Marvel on 12/12/2005 10:29:40 AM EST

Shazam! (none / 0)
Thanks Captain. That is correct, and note that I never actually said he wrote the list but that he merely 'mailed' it to his fellow Repuglinuts.

Even so, with his endorsement secured, the actual author of the list was relatively inconsequential.

Political Cortex -- Brain Food for the Body Politic

by Tom Ball on 12/12/2005 10:34:50 AM EST

[ Parent ]
LUNTZ (none / 0)
wasn't newt's list taken from the first luntz playbook?

by ebbak on 12/12/2005 05:03:39 PM EST

[ Parent ]
I don't know for sure (none / 0)
but since Luntz is the mastermind behind the Republicans' framing strategy, it would certainly make sense.

Know where we could find that Luntz playbook??

(Note: I'm not referring to the one that Kos got a hold of last year.)

Political Cortex -- Brain Food for the Body Politic

by Tom Ball on 12/12/2005 10:27:35 PM EST

[ Parent ]
luntz playbook (none / 0)
i downloaded the luntz playbook. it is long and a pdf file.  googling should get you to a file if not, let me know and i'll lug it over here.

by ebbak on 12/12/2005 11:08:09 PM EST

[ Parent ]
Yeah. (none / 0)
That is the playbook that Kos obtained. There have been others in the past -- not yet 'leaked' to the blogosphere. Those are the ones I'm after.

Thanks for the heads up though.

Political Cortex -- Brain Food for the Body Politic

by Tom Ball on 12/13/2005 07:17:39 AM EST

[ Parent ]
I think it would be helpful ... (none / 1)
to come up with whole phrases as well. And metaphors.

by SusanG on 12/12/2005 10:32:17 AM EST

Metaphors, eee God (none / 0)
Someone, somewhere said this about metaphors:

"That's means putting like ... more than one word together with another word, right? That's a task, my friend. That's hard work."

Did you read that? HARD WORK!

That's why I post the individual words and ask the commenters to do the hard work of metaphor (and phrase) creation.

Political Cortex -- Brain Food for the Body Politic

by Tom Ball on 12/12/2005 10:40:19 AM EST

[ Parent ]
Yes ... well ... (none / 1)
I was viewing it as a long-term project, you see. Three words per week or something.

by SusanG on 12/12/2005 10:55:36 AM EST

[ Parent ]
good idea! (5.00 / 2)
It seems like every day the Republicans do something that calls for the application of Words of Weakness or firing back the language they've loaded (in the first place).

For example, what words apply for a party that continually seeks to minimize the voting of minorities and women?

Or, what words would be especially effective to describe a Republican Party that consistently favors corporations over people?

A few per week, associated with the current GOP attack on reason and rhetoric would be a very good idea.

by greatbasin2 on 12/12/2005 11:40:45 AM EST

[ Parent ]
Rapid Response Team (none / 0)
Sounds like you're suggesting a "Framing" Rapid Response team.

I'd love that -- wish I had time to implement it. The closest thing I've seen to that is over at the RockRidge Institute, but even then, they're strategic papers are hardly on a minute-by-minute basis.

Hopefully that will change with a bit of prodding!

Political Cortex -- Brain Food for the Body Politic

by Tom Ball on 12/12/2005 10:30:12 PM EST

[ Parent ]
Slow and steady wins the race! (none / 0)
LOL.

I'll see what I can do.

Political Cortex -- Brain Food for the Body Politic

by Tom Ball on 12/12/2005 11:01:15 AM EST

[ Parent ]
phrases (none / 1)
How about something like

"I / We don't pretend there's an easy solution." (or a "one-size-fits-all" solution.)

Or "we won't try to take the easy way out."

I'm still thinking this one through, trying to figure out its problems.

The phrase could be used against such things as the Flat Tax idea, against the holy Tax Cuts that seem to fix EVERYTHING once they start talking about them.

One problem is that a lot of people really LIKE easy solutions. Most will acknowledge that easy solutions often don't work.

Also more words:

For Democrats: brave, veteran, thoughtful

For the Republicans: draft-dodging

by astraea on 12/12/2005 02:43:55 PM EST

[ Parent ]
Just a thought... (none / 1)
...about the "nanny state," a phrase right-wing extremists like to throw around quite a bit. I like to counter this with "A nanny is preferable to a deadbeat dad. A nanny who provides guidance, discipline, and ensures you have some of life's basic necessities, whereas a deadbeat is never there for you even when you need him most."

by S M Dixon on 12/12/2005 01:16:44 PM EST

Yes (none / 1)
A "Nanny" Dad is better than no dad at all.

by Embolden on 12/12/2005 02:26:48 PM EST

[ Parent ]
Dang, but these are fun, Tom (none / 1)
Both of these diaries and lists have been terrific.  Makes me want to put all these words on cards and deal out a hand for a description.

What?  You mean you support those extremist, authoritatian, selfish, partisan, arrogant Republicans?  

Myself I favor the decent, hard working, passionate, tolerant, truthful Democrats.

by Devilstower on 12/12/2005 03:33:20 PM EST

Good ones!! (none / 1)
These posts certainly have been reasably successful. Sounds like it's time to create a little Cortex reference page for "Framing" and "Political Tactics".

Political Cortex -- Brain Food for the Body Politic

by Tom Ball on 12/12/2005 04:34:37 PM EST

[ Parent ]
As opposed to a Rapid Response Team (none / 0)
(See my comment above) This type of resource might be a bit more doable both in the short and long-term. We might even be able to get a bit of Rapid Reponse worked in there.

Political Cortex -- Brain Food for the Body Politic

by Tom Ball on 12/12/2005 10:32:32 PM EST

[ Parent ]
Frame of the day (none / 0)
It would interesting to see if we could do a little line or two each day on some issue in the news.

I'd also like to take you list above, plus the "negative" list, and tackle some Republican talking points.  Instead of framing, we could "deframe" them into words that sound appropriately weak and twisted.  

by Devilstower on 12/12/2005 11:23:55 PM EST

[ Parent ]
That would be great! (none / 0)
Can't wait to read it!

Political Cortex -- Brain Food for the Body Politic

by Tom Ball on 12/13/2005 07:18:59 AM EST

[ Parent ]
Tactic: Every Word Matters -- Using 'Keywords' as a Political Tactic | 31 comments (31 topical, 0 editorial, 0 hidden)
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