I just received a long email from White House Senior Adivsor David Axelrod outlining their response to the Health Care Reform debacle and I have to say it was an unholy mess.
We are GETTING KILLED on message by the opposition who have effectively --even if by nefarious means -- created in the minds of people the specter of Death Panels, pulling the plug on grandma etc.
We pride ourselves on being in the Reality Based Community where truth prevails over crass fiction. Were that it would be so true. My grave concern is that in the short term, this often does not happen.
The Republicans are masters of appealing to our baser natures of spreading Fear Uncertainty and Doubt. Of fomenting miss-trust of government.
Below the fold, I'll explore more about the message war and how it might be made more effective.
Occasionally, even the most despised of Republicans drops a real bomb of profound truth. Read and take head of this wisdom from the mouth of Karl Rove.
"That's not the way the world really works anymore." He continued "We're an empire now, and when we act, we create our own reality. And while you're studying that reality—judiciously, as you will—we'll act again, creating other new realities, which you can study too, and that's how things will sort out. We're history's actors ... and you, all of you, will be left to just study what we do. -- from an article by Ron Suskind, New York Times Magazine Oct 17 2004.
So, while we scoff at the absurd ideas being batted around by the opposition, we must be very mindful of their effects on the public's perception of the debate. Right now, WE ARE LOSING the message war. Whether we like it or not, the Republicans, the Health Insurers et. al. have created a reality of fear in the minds of millions. We MUST deal with this.
Now I know that Axlerod and Obama played it brilliantly in the election cycle in how they dealt with the dreck that was being dumped continuously on them. They did it by in one sense creating a new reality, one filled with hope and vision and that blotted out the crap. But I feel it also left them coming into office in a weakened position where the President's legitimacy is questioned day in and day out.
Governing I would imagine is quite different than campaigning and the tools the Republicans are using are time tested. They've brought down empires (The Soviet Union for example), kept puppet states in check and started wars over crap that never existed (Iraq). So far, Axlerod and Obama are not re-creating the magic of the campaign here. It isn't happening. I certainly don't feel it and I'm sure most of you don't either.
Many years ago, I read the book "Moral Politics" by George Lakeoff - Professor of Linguistics at UC Berkley. The subtitle of this book is What Conservatives know that Liberals don't. (now re-crafted as "How Conservatives and Liberals think") In this book, and subsequent ones (such as "Don't think of an Elephant") Lakeoff goes over how language is crucial to defining the message and winning the argument. Conservatives have been masters at this for decades. In my view, Liberals have either been clueless, or discard this concept because we are wedded to the notion of truth and enlightenment and empiricism.
I believe the way forward is to continue to espouse truth but do so by creating powerful "memes" that tell our story. In Business School, I was taught that you sell benefits and not features. So, what are the benefits of Health Care Reform?
- Freedom from Fear, 2) Personal Financial stability (no more bankruptcy) 3) Free to Choose (your plan) 4) Puts savings in your pocket 5) doing nothing puts you at risk.
So, I'm no George Lakeoff, but here is a quick stab at re-crafting Axlerod's message.
- Health Care Reform provides access to quality affordable healthcare FOR ALL AMERICAN citizens and legal residents.
- Health Care Reform removes the fear of losing your coverage due illness or loss of job.
- Health Care Reform gets bureaucracy out of the way of your relationship with your doctor.
- Health Care Reform gets rid of the prospect of personal bankruptcy due to Medical Expenses and out of pocket expenses. Saving our economy Trillions.
- You are free to choose any plan from any provider.
- Health Care Insurers will now compete for your business
- Health Care Reform is great news for small and big business and sets up the prospects for America to effectively compete with other industrialized countries where health care is not a burden on business.
- Health Care Reform will save our Country Trillions and provide better quality than the current system. Those savings go into your retirement, the value of your house and other investments.
What would it look like to be free from fear? Free from the yoke of Insurance Companies around your neck? Freedom to change jobs without having to worry about health coverage? America when faced with improbable odds always rises to the challenge. Now is one of those times we must act and act with courage. On November 4th, America voted for Change. Now that change is on our doorstep Join me and millions of others in bringing this change home.
I welcome your thoughts on how Axlerod's message could be further refined.