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.
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.”
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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”:
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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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WORDS AS WEAPONS: PART TWO (OF THREE)
In Bureaucracy, History, Politics, Social commentary on June 1, 2016 at 12:04 amDonald Trump, “for all his moral flaws, is a marketing genius.”
So stated New York Times columnist David Brooks on the May 27 edition of the PBS Newshour.
“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].
Donald Trump
“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 [Hillary] 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.”
Hillary Clinton
Hillary Clinton isn’t the only Presidential candidate who has proven unable to cope with Trump’s gifts for insult. His targets–and insults–have included:
So far, only one opponent has managed to stand up to Trump: Massachusetts U.S. Senator Elizabeth Warren, whom Trump has called “goofy.”
Florida U.S. Senator Marco Rubio tried to out-insult Trump at the Republican Presidential candidates’ debate on March 3.
“I call him Little Marco. Little Marco. Hello, Marco,” said Trump.
And so Rubio retaliated with “Big Donald.” Since Americans generally believe that “bigger is better,” this was a poor choice of insult.
On the May 27 edition of the PBS Newshour, syndicated columnist Mark Shields noted the ability of Elizabeth Warren to rattle Trump:
“Elizabeth Warren gets under Donald Trunp’s skin. And I think she’s been the most effective adversary. I think she’s done more to unite the Democratic party than either Hillary Clinton or Bernie Sanders.
“I mean, she obviously–he can’t stay away from her. He is tweeting about her.”
Elizabeth Warren
JUDY WOODRUFF (moderator): “But whether it’s Elizabeth Warren or not, doesn’t Hillary Clinton need to come up with some approach that works, that is as effective comeback?”
DAVID BROOKS: “Yes. Well, I think she does, not that anybody else has managed to do this….
“And so the tactics…is either you do what Elizabeth Warren has done, like full-bore negativity, that kind of [get] under the skin, or try to ridicule him and use humor. Humor is not Hillary Clinton’s strongest point.”
But sharp-edged humor clearly works for Warren.
A May 12 story on CNN–“Elizabeth Warren Gives Trump a Dose of His Own Medicine on Twitter”–notes:
“In the past week the Massachusetts Democrat has refined an aggressive anti-Trump message through a series of so-called tweetstorms.
“Whenever Trump criticizes her, Warren fires right back at him, sometimes twice as hard.”
Warren’s tweets, according to the article, appear to have two goals:
Among her tweets:
Nor has Warren restricted herself to battling Trump on Twitter.
On May 24, Warren unleashed perhaps her most devastating attack on Trump at an event hosted by the Center for Popular Democracy:
“Just yesterday, it came out that Donald Trump had said back in 2007 that he was ‘excited’ for the real estate market to crash because, quote, ‘I’ve always made more money in bad markets than in good markets.’
“That’s right. The rest of us were horrified by the 2008 financial crisis, by what happened to the millions of families…that were forced out of their homes.
“But Donald Trump was drooling over the idea of a housing meltdown–because it meant he could buy up a bunch more property on the cheap.
“What kind of a man does that? Root for people to get thrown out on the street? Root for people to lose their jobs? Root for people to lose their pensions?
“What kind of a man does that? I’ll tell you exactly what kind—a man who cares about no one but himself. A small, insecure moneygrubber who doesn’t care who gets hurt, so long as he makes some money off it….
“Sometimes Trump claims he is tough on Wall Street–tough on the guys who cheated people….. But now he’s singing a very different song.
“Last week, he said that the new Dodd-Frank financial regulations have…’made it impossible for bankers to function’ and he will put out a new plan soon that ‘will be close to dismantling Dodd-Frank.’
“Donald Trump is worried about helping poor little Wall Street? Let me find the world’s smallest violin to play a sad, sad song.”
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