On January 19, 2012, moderator John King opened CNN’s South Carolina Republican debate by asking candidate Newt Gingrich:
“Your ex-wife gave an interview to ABC News and another interview at The Washington Post and this story has now gone viral on the internet.
“In it, she says that you came to her in 1999 at a time you were having an affair. She says you asked her, sir, to enter into an open marriage. Would you like to take some time to respond to that?”
Gingrich, who as House Speaker had loudly championed “family values” as his personal cause while Bill Clinton was President, angrily replied:
“No, but I will. I think — I think the destructive, vicious, negative nature of much of the news media makes it harder to govern this country, harder to attract decent people to run for public office.
“And I am appalled that you would begin a presidential debate on a topic like that. The story is false. Every personal friend who I had during that period said it was false. We offered several to ABC to prove it was false. They weren’t interested because they would like to attack any Republican.”
During that interview, Marianne, Gingrich’s second ex-wife had said Newt had told her he wanted an open marriage.
“I found out during our conversations that it was occurring in my bedroom in our apartment in Washington and he always called me at night. He would always end with I love you while she was there listening. In my home.”
In August 2000, Gingrich married Callista Bisek four months after his divorce from Marianne was finalized.
Newt Gingrich
During his tirade to CNN moderator John King, Gingrich said: “Every person in here knows personal pain. Every person here has had someone who’s gone through personal things.
“To take an ex-wife and two days before the primary [raise] a significant question in the presidential campaign is as close to despicable as anything I can imagine….I am frankly astounded that CNN would take trash like that and open the debate.”
One person who was not moved by Gingrich’s sympathy-inciting rant was National Public Radio reporter Tamara Keith:
“That someone else [whom Gingrich was having an affair with] was Callista Bisek, a congressional staffer two decades younger than Gingrich. They had an affair for six years.
“Callista Gingrich is now his third wife, and stands by his side at campaign events nodding adoringly. Their affair in the 1990s spans the period when Gingrich led the impeachment of President Clinton, giving speeches about morality along the way.”
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.”
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 R. McCarthy—“takes years of practice.”
And to the dismay of both Republicans and Democrats, Donald Trump learned that lesson well.
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WHAT REPUBLICANS KNOW AND DEMOCRATS DON’T: PART TWO (END)
In Bureaucracy, History, Politics, Social commentary on May 12, 2021 at 12:22 amOn the May 27, 2016, edition of The PBS Newshour, conservative New York Times columnist David Brooks analyzed the use of insults by Republican Presidential front-runner Donald Trump.
“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.’”
Donald Trump
Hillary Clinton wasn’t the only Presidential candidate who proved unable to cope with Trump’s gift for insult. His targets—and insults—included:
Only one candidate has shown the ability to rattle Trump: Massachusetts Senator Elizabeth Warren.
As liberal syndicated columnist Mark Shields noted on The PBS Newshour.
“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.”
Added David Brooks: “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.”
Words are weapons—or can be, if used properly.
Republicans learned this truth after World War II.
As a whole, Democrats have shown themselves indifferent to or ignorant of the power of effective language.
Many of them—such as former President Barack Obama—believe: “I’m not going to get into the gutter like my opponents.”
Thus, they take the “high ground” while their sworn Republican enemies undermine them via “smear and fear” tactics.
As far back as the early 1950s, slander-hurling Wisconsin U.S. Senator Joseph R. McCarthy demonstrated the effectiveness of such tactics. Wrote Pulitzer-Prize winning author David Halberstam, in his monumental study of the origins of the Vietnam War, The Best and the Brightest:
“But if they did not actually stick, and they did not, [McCarthy’s] charges had an equally damaging effect: They poisoned. Where there was smoke, there must be fire. He wouldn’t be saying these things [voters reasoned] unless there was something to it.”
Joseph McCarthy
President Donald J. Trump:
Yet he has never dared criticize Russian dictator Vladimir Putin.
As a result, Democrats could legitimately refer to him as
The Kremlin
But Trump got a free pass on treason from Democrats and news media alike.
Tyrants are conspicuously vulnerable to ridicule. Yet here, too, Democrats have proven unable or unwilling to make use of this powerful weapon.
In this YouTube-obsessed age, Democrats could effectively assail Trump with a series of ridiculing videos. For example, Trump’s well-established “bromance” with Putin could be turned into a parody of the famous Beatles’ song, “With a Little Help From My Friends”:
What do I do when the bank calls me in?
(Does it worry you to be in debt?)
How do I feel when I need rubles fast?
(Do you worry Vlad might say “Nyet”?)
No, I get by with a little help from my Vlad.
Mm, I can lie with a little help from my Vlad.
Mm, you’re gonna fry with a little help from my Vlad.
Many of Trump’s fiercest defenders in the House and Senate have taken “campaign contributions” (i.e., bribes) from Russian oligarchs. They could be pointedly attacked by turning the Muppet song, “The Rainbow Connection,” into “The Russian Connection.”
Trump has repeatedly shown that he doesn’t take well to ridicule. Admittedly, late-night comedians like Stephen Colbert and Trevor Noah have inflicted huge comic damage on Trump’s image and ego.
But it’s one thing for a professional comedian to serve up such barbs—and another for a major political party to do so through a series of blistering TV ads.
Humorists could easily provide the material. But it will take courage by the Democrats to use it.
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