"I'm so scared of this anti-Wall Street effort. I'm frightened to death," Frank Luntz said speaking to Republican Governors on Wednesday. Luntz is no dunce, & he has reasons to fear for those who employ his services.
The infamous Republican strategist, pollster, & FOX's favorite wordsmith, recently held the equivalent of an in-person "mayoral conference call" with GOP Governors on how to save themselves from the wrath of OWS.
ORLANDO, Fla. -- Republican Governors Association met this week in Florida to give GOP state executives a chance to rejuvenate, strategize and team-build. But during a plenary session on Wednesday, one question kept coming up: How can Republicans do a better job of talking about Occupy Wall Street?
The obvious answer would be to join OWS, but their taskmasters among the 1% would never allow that. Instead, Luntz came up with 10 points to try to bamboozle the 99% with.
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."
1. TRANSLATION: "Capitalism" is immoral.
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."
2. TRANSLATION: The 99% want the rich taxed.
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."
3. TRANSLATION: More people realize they are no longer part of the "middle class."
4. Don't talk about 'jobs.' Talk about 'careers.'
"Everyone in this room talks about 'jobs,'" Luntz said. "Watch this."
He then asked everyone to raise their hand if they want a "job." Few hands went up. Then he asked who wants a "career." Almost every hand was raised.
"So why are we talking about jobs?"
4. TRANSLATION: You can have a career even if you're unemployed, but if you don't have a job...you ain't got a job.
5. Don't say 'government spending.' Call it 'waste.'
"It's not about 'government spending.' It's about 'waste.' That's what makes people angry."
5. TRANSLATION: Paint government as the problem, & not the 1% that corrupt it.
6. Don't ever say you're willing to 'compromise.'
"If you talk about 'compromise,' they'll say you're selling out. Your side doesn't want you to 'compromise.' What you use in that to replace it with is 'cooperation.' It means the same thing. But cooperation means you stick to your principles but still get the job done. Compromise says that you're selling out those principles."
6. TRANSLATION: Macho BS.
7. The three most important words you can say to an Occupier: 'I get it.'
"First off, here are three words for you all: 'I get it.' . . . 'I get that you're angry. I get that you've seen inequality. I get that you want to fix the system."
Then, he instructed, offer Republican solutions to the problem.
7. TRANSLATION: Lie & offer meaningless platitudes.
8. Out: 'Entrepreneur.' In: 'Job creator.'
Use the phrases "small business owners" and "job creators" instead of "entrepreneurs" and "innovators."
8. TRANSLATION: Wall St. is loaded with entrepreneurs (seems to contradict point #4 re: "jobs" vs "careers").
9. Don't ever ask anyone to 'sacrifice.'
"There isn't an American today in November of 2011 who doesn't think they've already sacrificed. If you tell them you want them to 'sacrifice,' they're going to be be pretty angry at you. You talk about how 'we're all in this together.' We either succeed together or we fail together."
9. TRANSLATION: Imply the 1% share sacrifices with the 99%.
10. Always blame Washington.
Tell them, "You shouldn't be occupying Wall Street, you should be occupying Washington. You should occupy the White House because it's the policies over the past few years that have created this problem."
10. TRANSLATION: Government is the problem, & not the 1% who currently dominate it.
Don't say 'bonus!'
Luntz advised that if they give their employees an income boost during the holiday season, they should never refer to it as a "bonus."
"If you give out a bonus at a time of financial hardship, you're going to make people angry. It's 'pay for performance.'"
TRANSLATION: Pretend CEOs "perform" things other than "smash & grab."
TRANSLATION OF HIS ENTIRE APPROACH: We've got nothing that can beat the message of the 99% against the 1%. Estamos jodidos (We're screwed).
UPDATE: Thanks to JekyllnHyde for this video of Markos joyfully taking down Mr. Luntz.