Framing wizards George Lakoff and Elisabeth Wehling, authors of The Little Blue Book: The Essential Guide to Thinking and Talking Democratic, have some advice for the Obama campaign, and really, for all liberals, Democrats and progressives everywhere:
Obama’s strategy is to pin the Bush economic disaster on Romney, with good reason, since Romney has essentially the same policies as Bush. Since Obama has not consistently pinned the blame on Bush over the past four years, he comes off as defensive.
…Pinning the disaster on Bush is possible, but it will take a lot of repetition, not just by the president, but by Democrats in general. Not just a repetition of economic facts, but of the moral differences that led to both the Bush disaster and the Obama attempt to recoup.
Perhaps the most important omission from the Obama speech was any overt mention of The Public — everything that our citizenry as a whole provides to all, e.g., roads, bridges, infrastructure, education, protection, a health system, and systems for communication, energy development and supply, and so on. The Private — private life and private enterprise — depends on The Public. There is no economic freedom without all of this. So-called “free enterprise” is not free. A free market economy depends on a strong Public. This is a deep truth, easy to recognize. It undercuts Romney’s central pitch, that is it private enterprise alone that has made our country great, and that as much as possible of The Public should be eliminated. […]
Frame everything from his own moral perspective, including Romney’s positions and assumptions. Avoid the Romney language. Start with his own moral position, which he stated beautifully in his 2008 campaign but has since dropped: That democracy is based on empathy (citizens caring about fellow citizens), responsibility both for oneself and others, and an ethic of excellence (doing one’s best not just for oneself, but for one’s family, community, and country).
…Repeat the truth that The Private depends on The Public. It is The Public that provides economic freedom. Give a vision of responsible, progressive business. Talk freedom — as well as fairness. Point out that the hoarding of wealth by the 1 percent kills opportunity, as Joseph Stieglitz has discussed at length. Speak of an “Economy for All — not just rich bankers, managers, and job killers like private equity firms.” Yes, Romney and those like him are job killers. Say it. Point out that during the economic recovery of 2010, 93 percent of the additional income went to the richest 1 percent of taxpayers. Stop using “top” to mean rich. “Top” suggests high morality, merit, and ability. “Bottom” signifies the opposite.
As Lakoff and Wehling conclude, “We are now in a situation where conservatives have framed almost every issue. The least Democrats can do is to refuse to repeat their language and so help them.”