The Lexicon of Political Clout
By Frank I. Luntz, Frank I. Luntz's clients have included Fortune 100 CEOs, leaders of countries and politicians such as Rudolph Giuliani and Michael Bloomberg.
.... I wrote a "A New American Lexicon" for my business and political clients. But it soon made its way to the Internet, where it raised a storm among Democrats in Washington and in the blogosphere, who accused me of the worst kind of spin. They say I'm manipulating the debate in an attempt to obscure the true effect of the policies I advocate. Yet this lexicon genuinely seeks to establish a common language for a pro-business, pro-freedom agenda....my suggestions are meant to help reach that critical, nonaligned swing voter, just as product advertising is designed to appeal to nonaligned consumers....
***
Let me be specific. "The death tax," "energy exploration," "opportunity scholarships" and "personalizing" Social Security — I didn't coin those phrases, but they are now in the public lexicon and I can rightfully be "blamed" for popularizing them. They are not, as some say, Orwellian. I seek clarity in our nation's great debates, and all too often the words we have used until now hinder real discourse.
For example, why not use the term "death tax" for the taxes paid on an estate? What is the event that triggers it?....I would assert that "responsible exploration for energy," which includes the search for incredibly clean natural gas, is a far different activity than plunking down a well haphazardly and just "drilling for oil."
To me, calling for a "cleaner, safer, healthier environment" and supporting helicopter rides over the Grand Canyon and, yes, snowmobiling in Yellowstone Park is not a contradiction. I don't believe our nation's natural beauty should be locked up. The environment and commerce can and should coexist. That's why I am a "conservationist" rather than an "environmentalist." The difference? Conservationists are mainstream and environmentalists are extreme....I'm for calling the money paid to help parents choose their kids' school a "scholarship" because "voucher" trivializes the powerful opportunity the transaction confers on poor families. I'd argue that it's more accurate to call "school choice" "parental choice in education." Considering how such a program equalizes education for rich and poor, the most accurate phrase would be "equal opportunity in education." Is that Orwellian? Is that calling war "peace" or freedom "slavery"?...
http://www.latimes.com/news/opinion/commentary/la-oe-luntz18mar18,0,5045513.story