The rest of us have George Lakoff to reveal what guys like Luntz are trying to pull, and to explain how we can resist the noxious effects of (mostly GOP) rhetoric.
All politics is based on moral values, with strict conservatives and progressives having different moral values.
There are also morally complex voters — moderates, independents, swing voters — who are progressive on some issues and conservative on others.
All issues are conceptually “framed” — that is, they have a mental structure that fits one’s moral system.
Facts matter, but only when they clearly fit one’s morally-based frames. Facts and figures, when used, should create a moral point in a memorable way. And if the facts don’t fit your frames, the frames stay and the facts are ignored or ridiculed.--and--
A number to remember: Most people may not be aware of it, but 96% of all Americans make use of what other citizens provide through our government: 96 percent of us have received tax deductions for mortgages, education, and dependent children, business subsidies, unemployment insurance, veterans’ benefits, as well as all the other benefits that we all enjoy because of what we give and have given each other. This applies to almost all Americans, rich or not, Republican or Democrat. If your work contributed, or will contribute, to our country, you have earned, or will earn, whatever you have gotten. You are the 96 deserving percent. The other 4 percent are youngsters — too young to have benefitted yet, but they will inevitably join the 96 percent soon.
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