POSTED BY ORHAN
This week Frank Luntz, Republican spinmeister extraordinaire, spoke to the Republican Governors Association about how to “frame” Occupy Wall Street to the public.
“I’m so scared of this anti-Wall Street effort. I’m frightened to death,” said Luntz. “They’re having an impact on what the American people think of capitalism.”
Luntz is a master of using language to trigger subtle emotional responses favorable to the speaker, and for years has been directing Republicans in how to effectively spin their message.
Since Republican politicians obediently follow Luntz’s dictates in lockstep, you’ll be hearing these memes from conservatives of all stripes as they spin OWS in the coming days and weeks. The rules are quite instructive, especially since almost all public speech by the political class is generally finessed in the same way. And Luntz is the very best; the Democrats don’t have anybody in his league. In fact, President Obama would do well to ponder rule 6 carefully.
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.” Continue reading