Show 14: Lakoff vs. Luntz:
The Power of Language

(August 2, 2005 program)

"If you've retired, you don't have anything to worry about -- third time I've said that. (Laughter.) I'll probably say it three more times. See, in my line of work you got to keep repeating things over and over and over again for the truth to sink in, to kind of catapult the propaganda. (Applause.)"
-- George W. Bush, May 2005

Nineteen Eighty-Four
by George Orwell


APPENDIX: The Principles of Newspeak

Newspeak (Wikipedia)
The basic idea behind Newspeak was to remove all shades of meaning from language, leaving simple dichotomies (pleasure and pain, happiness and sadness, good thoughts and thoughtcrimes) which reinforce the total dominance of the State.

Thoughtcrime (Wikipedia)

The Orwellian Language of Big Government
by Mark Schmidt, National Taxpayers Union, Jun 22, 2004

George Orwell, "Politics and the English Language," 1946



George Lakoff
a professor of linguistics at the University of California, Berkeley where he has taught since 1972

George Lakoff (Wikipedia)

Framing the issues: UC Berkeley professor George Lakoff tells how conservatives use language to dominate politics
By Bonnie Azab Powell, UC Berkeley News, October 2003

Linguistics professor George Lakoff dissects the "war on terror" and other conservative catchphrases
By Bonnie Azab Powell, UC Berkeley News, August 2004

George Lakoff on "Name It and Frame It" in political discourse...
interview with Christopher Lydon, November 2003

George Lakoff at the Green Festival
November 2004
Global Public Media
Public Service Broadcasting For A Post Carbon World

Michael Krasny talks to linguist George Lakoff about the language of political discourse.
NPR's KQED, June 13, 2005

Don't Think of an Elephant!
Know Your Values and Frame the Debate
George Lakoff

Moral Politics
How Liberals and Conservatives Think
George Lakoff


Frank Luntz
a pollster and political consultant for the Republican Party; president and CEO of Luntz Research Companies, which offers "Strategic Consulting and Message Development"

Frank Luntz (Wikipedia)



The Word Lab
by Nicholas Lemann, The New Yorker, October 2000

Frank Luntz strategy report
Daily Kos, Feb 23rd, 2005


1. NEVER SAY Government
INSTEAD SAY: Washington
2. NEVER SAY Privatization/Private Accounts
INSTEAD SAY: Personalization/Personal Accounts
3. NEVER SAY Tax Reform
INSTEAD SAY: Tax Simplification
4. NEVER SAY Inheritance/Estate Tax
INSTEAD SAY: The Death Tax
5. NEVER SAY A Global Economy/Globalization/Capitalism
INSTEAD SAY: Free Market Economy
6. NEVER SAY Outsourcing
INSTEAD SAY: Taxation, Regulation, Litigation Innovation, Education
7. NEVER SAY Undocumented Workers
INSTEAD SAY: Illegal Aliens
8. NEVER SAY Foreign Trade
INSTEAD SAY: International Trade
9. NEVER SAY Drilling for oil
INSTEAD SAY: Exploring for energy
10. NEVER SAY Tort Reform
INSTEAD SAY: Lawsuit Abuse Reform
11. NEVER SAY Trial Lawyer
INSTEAD SAY: Personal Injury Lawyer
12. NEVER SAY Corporate Transparency
INSTEAD SAY: Corporate Accountability
13. NEVER SAY School Choice
INSTEAD SAY: Parental Choice/Equal Opportunity in Education
14. NEVER SAY Health care “Choice”
INSTEAD SAY: “The Right to Choose”

GOP Pollster Frank Luntz on Private Accounts

NOW with Bill Moyers - Frank Luntz
July 2, 2004

NPR's On The Media with Frank Luntz
June 20, 2003

PBS Frontline: The Persuaders: Frank Luntz
November 2004

I have sworn upon the alter of God eternal hostility against every form of tyranny over the mind of man.
-- Thomas Jefferson