There has been a lot of hullaballoo about the New York Times
article on Lakoff and framing. The article gives us much to rejoice about: the embracing of linguistic frames and their effective use by Democrats. But lost in the celebrations seen in diaries like
RenaRF's is the most important point: we have serious need for improvement when it comes to our overarching frames. Having them at all is a good start, but we've got a lot of work to do.
Unless we want to clap and then sit on our hands and say that things are good enough, I suggest we follow me below the fold and look further down the Rabbit Hole.
The most difficult challenge facing Democratic framers is summarized in the final three paragraphs of the article: our current overarching frames are cotton candy compared to the Republicans'. We boxed the Goopers effectively in the filibuster case and other specific fights, but without a coherent and actionable idea set, I fear that we are doomed to sink.
Consider the Times author's conclusion:
By contrast, consider the declaration that House Democrats produced after their session with John Cullinane, the branding expert, last fall. The pamphlet is titled ''The House Democrats' New Partnership for America's Future: Six Core Values for a Strong and Secure Middle Class.'' Under each of the six values --
''prosperity, national security, fairness, opportunity, community and accountability'' -- is a wish list of vague notions and familiar policy ideas. (''Make health care affordable for every American,'' ''Invest in a fully funded education system that gives every child the skills to succeed'' and so on.) Pelosi is proud of the document, which -- to be fair -- she notes is just a first step toward repackaging the party's agenda.
But if you had to pick an unconscious metaphor to attach to it, it would probably be a cotton ball.
Consider, too, George Lakoff's own answer to the Republican mantra. He sums up the Republican message as ''strong defense, free markets, lower taxes, smaller government and family values,'' and in ''Don't Think of an Elephant!'' he proposes some Democratic alternatives: ''Stronger America, broad prosperity, better future, effective government and mutual responsibility.'' Look at the differences between the two. The Republican version is an argument, a series of philosophical assertions that require voters to make concrete choices about the direction of the country. Should we spend more or less on the military? Should government regulate industry or leave it unfettered? Lakoff's formulation, on the other hand, amounts to a vague collection of the least objectionable ideas in American life. Who out there wants to make the case against prosperity and a better future? Who doesn't want an effective government?
What all these middling generalities suggest, perhaps, is that Democrats are still unwilling to put their more concrete convictions about the country into words, either because they don't know what those convictions are or because they lack confidence in the notion that voters can be persuaded to embrace them. Either way, this is where the power of language meets its outer limit. The right words can frame an argument, but they will never stand in its place.
Indeed. But I don't think the problem is because our ideas our weak or can't stand on their own, as the author suggests. Luntz can say that, but that doesn't make it true.
No--I think that the Democrats have been too cowardly to insist of the kind of strong frames that will win us elections.
"Effective Government?" That means nothing, and it isn't actionable. But what about "Accountable Government?" Well, that means something, doesn't it?!
"Stronger America?" Well, how do we make it stronger? What about Democrats leads to a stronger America? This is what Freepers mean when they say we have no ideas. It's not true, but until we're willing to stand up for them, they'll be able to keep saying it.
Our frameshop needs some serious improvement. Not more frames--just STRONGER frames.
I have suggestions for some stronger frames, but I want help. My suggestions for actionable frames are:
- Equal opportunity. This includes fairness, affirmative action, social safety net support, and all the rest. It means giving everyone a chance at the American Dream. It's actionable, and it means something--economically and racially.
- The Public Good/The Common Good. This includes the environment, the deficit, and everything else the Public holds in Common, that the GOP has tried to destroy. Emphasizing this aspect of life and politics is acctionable and a strong contrast to the profiteering GOP.
- Right to Privacy. At heart, America is somewhat libertarian, and we don't like having big government or big business run our lives. Right to privacy includes issues of spying (Patriot Act) and personal privacy/bedroom issues like abortion and homosexuality are included here.
- Respected Abroad. This is more important and more meaningful than "National Security" or "Stronger America", and it's a direct counter to the GOP big military philosophy. "Respected Abroad" means exactly that--Feared by our Enemies, and Repected and Admired by our Friends. Qute the opposite of what this GOP has accomplished, and a necessary diversion from current policy.
But if the community has better suggestions, let's hear them! But let's make them meaningful and actionable. Let's turn the cotton balls into steel foundations to build a new Democratic majority!