Obama seems to have finally led the Democrats to the Promised Land in terms of language use. Here, at last, is a leader of the Democratic Party who gets framing.
I've notice that almost every time the Obama administration talks about their programs they use the expression "Laying a Foundation." Whether it's the stimulus or the budget or any of the priorities, that phrase shows up.
Here's why this is important, and why I plan to copy it:
- The expression "building a foundation," is part of a larger metaphor of seeing government work as "building" something. Where as the Republicans try to frame government as "taking" and "wasting" through taxes and all our programs. We can frame government work as "Creating" something. People like making things, they like to feel productive. If they feel that the Democrats plans are "laying a foundation." That is something they will support. It is not enough for us to point out our programs are morally right; we must also frame them as part of "building things."
- Our social programs fit very well into a metaphor of building, while the Republican programs do not fit well at all. If we frame ourselves this way, then we are in the construction business. In this frame, we are the ones doing construction, making things like social programs, better energy, better schools. Therefore the Republican who are opposed to these things are framed as in the business of Destruction. If our programs are building something and making America stronger, then ending our programs is equivalent to tearing down those things that make America stronger.
- When something is a "foundation" that implies more building will be done later, people assume what are doing is the beginning of a continuing project, which makes it easier us to keep public support to get more done, later on down the line.
- Words like "Foundation" or "Solid foundation" imply strength. It is, a reassuring, comforting word that can be applied to many concepts. For example: "A strong foundation is pivotal for a strong economy," "a strong foundation is pivotal for a strong society," " a strong foundation is pivotal for a strong national defense." etc... If every aspect of Obama's plan (Energy, Education & Health care) are part of "building a foundation." That means our issues are perceived as making America stronger.
- Frankly this expression is just easy to use. "Building a foundation" can be worked into almost every speech every Democrat gives. And it should be.
- The expression "laying a foundation" and other building metaphors, brings to mind productive work at precisely the time so many Americans want to have jobs. Due to our economy, anytime we get people in a state of mind where they support creating jobs, it is very easy to convince them to support these programs. After all if we are "building" and being productive that fits in perfectly with the rest of our rhetoric about turning around the economy. It flows very smoothly.
The advantages to reframing all of our programs and everything we want to do into a "building/laying the foundation" metaphor are numerous and clear. This is a much better way to talk about politics than as a "fight" or a "struggle" etc... This is the best use of metaphor I’ve seen in a while. We’ve know we have the better issues for years, now we’re beginning to get better at talking about them as well.
As anyone who’s ever read George Lakoff knows, language is important. Reframing issues in people’s minds IS social change. Little things like this have HUGE consequences. Obama's repetitive use of the "building a foundation" metaphor is an excellent little sign that Obama gets it.
These guys are smart.