The Power in Common Shared Vocabularies
One of the most effective—and unsettling (because it was so manipulative)—advocacy efforts I’ve ever witnessed took place during the 1994 midterm elections. A year or so earlier, Newt Gingrich and his political action committee distributed a memo to Republican candidates across the country. It contained two simple lists: one of words that tested positively in focus groups, and one of words that tested negatively. Gingrich urged Republican candidates to use the positive terms when describing themselves and their policies, and to use the negative terms when describing Democrats, regardless of the underlying realities. The candidates followed the advice with remarkable discipline. The result? Over time, values like “family,” “responsibility,” and “strength” became synonymous with the Republican brand, no matter who invoked them. I recall Democratic leaders who had long championed those same ideals suddenly finding themselves on the defensive—as if the words no longer belonged to them. On ...