In a previous post, I argued that the Democratic Party desperately needs to rethink how it communicates to America and that to connect with voters Democrats should focus on four primary themes:
- These are the values Democrats stand for.
- Democrats fight for the underdog: workers, the poor, and those who need a voice in society.
- Democrats are the party of reform and clean government.
- Conservatism is dead.
In this post I'll try to make the case for message No. 1.
Of all the messaging sins Democrats commit, the deadliest, in my opinion, is this: We talk about issues instead of values.
Conservatives never make this mistake. They learned the importance of values messaging a long time ago, and they practice it with infuriating efficiency. Republicans don’t take a piss without relating it to “freedom” and “liberty.” They never shut up about the Constitution and the Founding Fathers. They wear their religion on their sleeves and talk incessantly about “Christian values” and “family values.” Their fatuous flag-waving and moralizing are designed to appeal to the emotions. By sheer repetition from politicians, pundits, Fox News, and right-wing radio, Republicans have convinced millions of Americans that they are the only living descendants of the Founding Fathers and the only righteous disciples of Jesus Christ.
Democrats, by contrast, tend to debate with our heads instead of our hearts. We marshal facts and present meticulously reasoned arguments about the economy, climate change, income inequality, and all the rest. But unlike conservatives, we utterly fail to explain how our positions are rooted in traditional American, moral, and religious values. We're bringing policy statements to prayer meetings and then wondering why we’re not connecting with voters. It is a fatal habit. In fact, it might be the single biggest reason why conservatives now control all three branches of national government and three-fifths of all statehouses and governorships.
If Democrats are going to reclaim our majority, we have to learn one critical lesson. . . .
Every Democratic politician and spokesperson must have one inviolable rule: Never talk about issues without talking about values. Democrats have to establish an emotional connection with voters. Barack Obama taught us the power of inspiration, with his soaring rhetoric about hope, change, and fairness. But few other Democrats seem to have learned the lesson. If we ever hope to make inroads in purple and red states, our politicians and party officials must learn to relate every policy discussion to fundamental American, moral, and religious values.
So what are those values? Here are a few:
Fairness and Equality
Democrats believe that all people are created equal. We believe that principle should extend as broadly and inclusively as possible, and that no one should be discriminated against because of a fundamental aspect of their nature, including race, gender, age, or sexual orientation. We believe everyone has a right to equal economic opportunities, and that in the richest country in the world, no one should slip through the cracks of our economic system. We believe we have a duty as a moral society to try to rectify significant inequalities—to make our nation as fair and equal for as many people as possible.
Freedom
Democrats believe passionately that everyone is entitled to liberty and the pursuit of happiness. However, we don’t define freedom simply as how little we pay in taxes or how little business is regulated. True liberty includes:
- Freedom from want
- Freedom from discrimination and unequal treatment
- The freedom of everyone to participate fully and equally in the American way of life
- The freedom to live according to our own natures and consciences, which is why Democrats are tolerant of others’ beliefs, values, and lifestyles
Fighting for the Underdog
This is a powerful yet vastly underutilized message for Democrats, and it unifies so many Democratic issues and messages under one sympathetic, easily recognized brand. It’s also a value that voters will relate to. Americans are a compassionate people, and we love to root for the underdog. It’s why Americans love superheroes, and why there are six (!) Rocky movies. What’s more, in a largely Christian society, millions of Americans have been conditioned by our upbringing to believe we have a duty to help the less fortunate. It is a message that will resonate with Christian moderate voters and even many conservatives. It also offers at least two political advantages:
- It is a uniquely Democratic value. It exposes a major vulnerability of conservatives—the perception that their policies are mean, selfish, venal, and immoral toward people in need.
- It is the universal antidote to every poisonous charge from conservatives about “class warfare” or “identity politics.” Democrats can simply counter that we fight for underdogs, whoever they may be: workers, the middle class, the poor, or the discriminated against—whoever needs a voice in society.
Patriotism
Love of country is always a winning message. Democrats should not be shy about expressing it. Our policies are based on cherished American values established by our founders in the Constitution and Declaration of Independence.
American Exceptionalism
In this context, exceptionalism simply means acknowledging the greatness of America. As the world’s only remaining superpower, we play a unique role in the world, in leadership, responsibility, power, influence, and moral guidance. Americans love to be reminded about our special place among nations and the values America represents to the world. Almost every policy can be framed in the language of America’s greatness.
Faith and Moral Values
One of the great tragedies of modern American politics is the right wing’s hijacking of religion and moral values—and the meek acquiescence of liberals in letting them get away with it. Democrats must make a stronger connection between our policies and our moral and religious values, like helping the poor, compassion, and human decency. Democratic candidates who are Christian—especially in the South and Midwest—must learn to be comfortable talking about their religious values and faith. Even nonreligious candidates can talk generally about “the values I grew up with,” “American values,” “the values we all share as human beings,” “morality,” and “human decency.” These days, thankfully, Democrats can also quote liberally from Pope Francis, who has spoken forcefully about inequality, compassion for the poor and immigrants, and even climate change. The Democratic philosophy of compassion for the poor and marginalized is a tenet of every major religion and, in particular, is a deeply felt, core teaching of the Christian faith.
Optimism
Americans are optimists by nature, and we expect the same from our leaders. We want politicians who give us hope for a bright future. The best political communicators in the television era—Reagan, Clinton, and Obama—understood this. Progressives are natural optimists in our acceptance of new ideas and our belief that we can and should make the world a better place. Democratic ideas have made America and the world a better place for a hundred years. We passionately believe our nation’s best days are ahead of us, not behind us.
Progress
This isn’t a necessarily a value that will stir many emotions, but it can easily be linked to American greatness and the American spirit of innovation and entrepreneurism. It is also one of the most distinguishing traits separating Democrats from Republicans. Progressivism is an outgrowth of our natural liberal optimism. Democrats are the party of new ideas. We have been the driving force behind virtually every important social change in America in the last 80 years: the 40-hour workweek; the minimum wage; Social Security; Medicare; equal rights for women, minorities, and LGBTQ people; health care; and so much more. Today we are fighting for affordable child care, guaranteed sick pay, affordable tuition, and paid family leave. If Americans want change—and real improvement in their lives—Democrats are the only party that will provide it.
Posts in this series so far:
The New Democratic Message: A communications plan to win back America
The New Democratic Message (Part 2): Don’t talk about issues. Talk about VALUES.
The New Democratic Message (Part 3): Democrats fight for workers and the poor
The New Democratic Message (Part 4): Democrats are the party of reform and clean government
The New Democratic Message (Part 5): Don’t attack Republicans. Attack CONSERVATIVES.