Language: A Key Mechanism of Control
Newt Gingrich's 1996 GOPAC memo
As you know, one of the key points in the GOPAC tapes is that "language matters." In the video "We are a Majority," Language is listed as a key mechanism of control used by a majority party, along with Agenda, Rules, Attitude and Learning. As the tapes have been used in training sessions across the country and mailed to candidates we have heard a plaintive plea: "I wish I could speak like Newt."
That takes years of practice. But, we believe that you could have a significant impact on your campaign and the way you communicate if we help a little. That is why we have created this list of words and phrases.
Often we search hard for words to define our opponents. Sometimes we are hesitant to use contrast. Remember that creating a difference helps you. These are powerful words that can create a clear and easily understood contrast. Apply these to the opponent, their record, proposals and their party.
abuse of power
anti- (issue): flag, family, child, jobs
betray
bizarre
bosses
bureaucracy
cheat
coercion
"compassion" is not enough
collapse(ing)
consequences
corrupt
corruption
criminal rights
crisis
cynicism
decay
deeper
destroy
destructive
devour
disgrace
endanger
excuses
failure (fail)
greed
hypocrisy
ideological
impose
incompetent
insecure
insensitive
intolerant
liberal
lie
limit(s)
machine
mandate(s)
obsolete
pathetic
patronage
permissive attitude
pessimistic
punish (poor ...)
radical
red tape
self-serving
selfish
sensationalists
shallow
shame
sick
spend(ing)
stagnation
status quo
steal
taxes
they/them
threaten
traitors
unionized
urgent (cy)
waste
welfare
Following in the great tradition of Republicans like Joseph McCarthy and Richard Nixon, Gingrich almost single-handedly led the paranoid resurgence of the far right in the 1990s. His singularly nasty rhetoric combined with a pretense of intellectual prowess is what they like about him. He validates their hatred.
I suppose it's a fair bet that the general electorate isn't going to be as enamored of Newtie's ugly political mien, but if there's ever been a time when an angry man with a list of grievances and enemies could capture the imagination, I suppose it might be now. Certainly, he represents the Republican Party as well as anyone in politics. The party has finally fully bought in to his vision.
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