Bill Maher explains the power of language framing
and how Democrats can use it
On Friday night, Bill Maher explained how Democrats must win back the language framing from the Republicans.
Being a Republican means starting with a bedrock principle, like rich people shouldn't pay taxes, or black people shouldn't vote. (audience laughter) And then, figuring out how to sell it to low-information voters, otherwise known as Americans. Did I say "don't tax rich people"? I meant "encourage the job creators". Did I say "don't let black people vote"? I meant "clamp down on voter fraud". Did I say "bring back slavery"? I meant "phase out race-based freedom quotas". (audience laughter and applause)Video and full transcript below the fold.
And finally, New Rule: Democrats need to stop despairing about the gloomy midterm predictions, and realize there's actually a glimmer of hope, and it has to do with suicide. Let me finish. For decades now, liberals pushed the issue of assisted suicide, and it got nowhere. Then, they started to call it "aid in dying", and its approval shot up 20 points and it's now legal in 5 states. That's the power of language. And if they took the word "dying" out altogether and called it "early retirement"? (audience laughter) It would probably win over 10 more states. If they called it "death by chocolate", they could get all 50! (audience laughter and applause) Now, that success and the success that Democrats had in rebranding gay marriage as "marriage equality" means they have finally caught on to what Republicans learned a long time ago from their guru on words, deranged madman/friend of the show Frank Luntz.
Frank is the genius right-wing wordsmith who taught Republicans to, instead of saying "estate tax", say "death tax". Instead of saying "poor people", say "the takers". Instead of saying "ridiculous toupee", say "healthy head of natural human hair". (audience laughter)Let's not forget Professor George Lakoff who started "Framing" political issues
And what Democrats need to do is start out-Luntzing the Republicans on all the issues. What's the difference between "drilling for oil" and "energy exploration"? Nothing, except one sounds like something assholes do, and one sounds like Indiana Jones. Health care reform? Everyone likes that. "Government takeover of health care". What are you, Hitler? What's the difference between creationism and intelligent design? Not IQ points. (audience laughter)
Being a Republican means starting with a bedrock principle, like rich people shouldn't pay taxes, or black people shouldn't vote. (audience laughter) And then, figuring out how to sell it to low-information voters, otherwise known as Americans. Did I say "don't tax rich people"? I meant "encourage the job creators". Did I say "don't let black people vote"? I meant "clamp down on voter fraud". Did I say "bring back slavery"? I meant "phase out race-based freedom quotas". (audience laughter and applause)
Republicans are always confident they can move the needle on any issue because, A) they know they have the right words to make the hamster hit the pedal. And B) they have the discipline with those words. Perhaps you noticed how everyone on the right universally decided at the exact same moment that Obama's "weakness" is what "emboldened" Putin to take Crimea. And that's not a matter of great minds thinking alike, because for that, you would need great minds. (audience laughter and applause)
No, that's because once the word is decided on, every single Republican, from the presidential contenders on down to the feces-throwers on hate radio (audience laughter), all chant it like Rain Man over and over until it's beaten into our skulls.
Now I have no hope the Democrats will ever get that organized. But they could at least keep up the winning streak in the word game. Starting with, liberals must stop saying they "believe" in climate change or "believe" in evolution. Evolution is; it's not matter of believing in it. (massive audience cheering and applause)
I don't believe that water boils at 212°; that's how hot it is when it happens! It's not ideology, it's soup! (audience laughter) But most of all, just remember, you win the word game, you win the issue.
Jesus was for feeding the poor. Rename food stamps: "Christ coupons". (audience laughter and applause) Marijuana legalization should be called "creating green jobs". (audience laughter and applause) Abortion is a "natal do-over". (audience groans) And illegal aliens are "refried Americans". (audience groans)
And solar energy has always sounded way too gay for rednecks. Instead, say "invade the Sun and take its oil"! (audience laughter and applause)
