bureaucracybusters

WORDS AS WEAPONS: PART ONE (OF THREE)

In Bureaucracy, History, Politics, Social commentary on May 31, 2016 at 12:05 am

Syndicated columnist Mark Shields and New York Times columnist David Brooks appear every Friday on the PBS Newshour to review the week’s major political events.

On May 27, Shields–a liberal, and Brooks, a conservative–came to some disturbingly similar conclusions about the character of Republican Presidential front-runner Donald Trump.  

With the business magnate having won the 2016 Republican Presidential nomination, both columnists appeared increasingly dismayed. 

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David Brooks and Mark Shields

MARK SHIELDS: “Donald Trump gratuitously slandered Ted Cruz’s wife. He libeled Ted Cruz’s father for being potentially part of Lee Harvey Oswald’s assassination of the president of the United States, suggesting that he was somehow a fellow traveler in that.  

“This is a libel. You don’t get over it….  

“I cannot figure out any possible advantage to Donald Trump when he’s got a problem with Latinos and with women to go into New Mexico, where the nation’s only Latina woman Republican governor sits, who has not said anything negative about him, who endorsed one of his opponents, but has not been an attack dog on Donald Trump, and absolutely goes after her and is abusive to her.  

“And I’m just saying to myself, what is the advantage to this?

“…I think this man may be addicted to the roar of the grease paint and the sound of the crowd, or however it goes, smell of the crowd.

“And those rallies bring out something in him, and he just feels that he has to–and it’s all personal….I mean, it’s not a philosophical difference. It’s not a political difference. It’s all personal.”

Donald Trump

Ironically, Rand Paul, Republican U.S. Senator from Kentucky, has reached a similar conclusion about Trump:  

“I think there is a sophomore quality that is entertaining with Mr. Trump, but I am worried. I’m very concerned of having him in charge of his nuclear weapons because his visceral response to attack people on their appearance–short, tall, fat, ugly–my goodness that happened in junior high.”

DAVID BROOKS: “Trump, for all his moral flaws, is a marketing genius. And you look at what he does. He just picks a word and he attaches it to a person. Little Marco [Rubio], Lyin’ Ted [Cruz], Crooked Hillary [Clinton].

“And that’s a word.  And that’s how marketing works.  It’s a simple, blunt message, but it gets under.

“It sticks, and it diminishes.  And so it has been super effective for him, because he knows how to do that.  And she [Hillary Clinton] just comes with, ‘Oh, he’s divisive.’

“These are words that are not exciting people. And her campaign style has gotten, if anything…a little more stagnant and more flat.”  

How did American politics reach this state of affairs?  

In 1996, Newt Gingrich, then Republican Speaker of the House of Representatives, wrote a memo that encouraged Republicans to “speak like Newt.”

Entitled “Language: A Key Mechanism of Control,” it urged Republicans to attack Democrats with such words as “corrupt,” “selfish,” “destructive,” “hypocrisy,” “liberal,” “sick,” and “traitors.”

Newt Gingrich

Even worse, Gingrich encouraged the news media to disseminate such accusations.  Among his suggestions:

  • “Fights make news.”
  • Create a “shield issue” to deflect criticism: “A shield issue is, just, you know, your opponent is going to attack you as lacking compassion. You better…show up in the local paper holding a baby in the neonatal center.”

In the memo, Gingrich advised:

“….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….

“This list is prepared so that you might have a directory of words to use in writing literature and mail, in preparing speeches, and in producing electronic media.

“The words and phrases are powerful. Read them. Memorize as many as possible. And remember that like any tool, these words will not help if they are not used.”

Here is the list of words Gingrich urged his followers to use in describing “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

Yes, speaking like Newt–or Adolf Hitler or Joseph McCarthy–“takes years of practice.”  

And to the dismay of both Republicans and Democrats, Donald Trump has learned his lessons well.

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