There are three big slogan framing traps the Left falls into on a regular basis.
- Using the "x is not y" formula. Examples of this formula are "Corporations are not people," and
"Money is not speech." First of all, modern cognitive science has
shown that people seldom hear or take in the "not." So what you are doing
is actually reminding them that "corporations are people," and "money is
speech." This is exactly what Professor Lakoff meant when he wrote Don't
Think of an Elephant. Moreover, the "x is not y" formula is a
dangerous void for two more reasons: a) it is negative and doesn't suggest
another idea or what to do instead,
and b) it uses the verbs "is/are," which are just equals signsno action, no life, no color, no effectiveness and no leadership either.
- Measly tweaks that just
remind hearers of the original phrase. For a long time I've watched in
horror as the Left repeated "Obamacare" over and over, perhaps
rebelliously oblivious to the fact that the word actually calls up strong
resistance in many Americans. Then some people on the Left started saying
"Obama cares" instead.
But just try saying that out loud at normal conversational speed. Can you tell the difference? No, you can't.
This is a measly tweak that does more harm than good. Much better was a different phrase that came next:
"I love Obamacare." (It's stronger than "I like Obamacare.") That format makes a clear change in the meaning.
But best of all: just say the Affordable Care Act!
3. Turning a tin ear to the public sense of
a word or phrase, and talking only to
ourselves, in "Leftspeak." My
best example of this is "single payer." When people
ask me about this phrase, my
answer has always been, "You mean 'unmarried payer'?"
They get it when I say that.
Medicare for All is vastly better. Everyone knows what
Medicare is.
Whatever you decide to do
about framing your messages, best of luck! Our country
desperately needs better
progressive messaging right now and in the crucial years
to come!
-----------------------------
Susan C. Strong, Ph.D., is the Founder and Executive Director of The
Metaphor Project, http://www.metaphorproject.org ,
and author of our book, Move
Our Message: How to Get America's Ear.
The
Metaphor Project has been helping progressives mainstream their messages since
1997. Follow Susan on Twitter
@SusanCStrong , check out her TEDx talk, and
like, follow & review The
Metaphor Project on Facebook .
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