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Notes -
TL;DR: see the bullet points at the end
Today, let's talk an old article and see if it still has relevance. Way downthread when talking about language, I was reminded of one of the language influencers of the left, George Lakoff. A linguistics professor by trade, he wrote a number of books, two which I'll mention briefly: "Moral Politics" in 1996, where he argued conservatives and liberals differed in their emotional and subconscious attitude towards government, and "Don't Think of an Elephant!" in 2004 as a rough guidebook accompanying his progressive think-tank, where he argued that the linguistic framing of the debate often would often determine who would win. Conservatives think of government like a strong and strict parent who needs to strictly raise their citizen-kids into more-responsible adults, then be hands-off from there, he argued. Liberals, however, think the government is and should be a nurturing parent, promoting good virtues and protecting against corruption and badness that encompass various common ills of society. Lakoff thought that liberals were often losing because they were using conservative linguistic frameworks. He was especially active in trying to push a certain brand of linguistics during the Bush years, but upon the 2008 crash his think tank collapsed and he more or less retired at 67.
However, for today, the year is 2011 and he comes out to pen one more article with some advice. Enter The “New Centrism” and Its Discontents. The event he's worked up about? Obama's 2011 State of the Union, with whom he disagrees about political tactics. Please note that any emphasis is purely my own.
He goes on to argue that while many Obama-style Democrats were using the playbook of using friendly-sounding packaging to sell good liberal policies, that this was bound to backfire dramatically as the packaging would become the product - or perhaps more accurately, the framing determined the (often hostile) battlefield. Well, wait, actually it's worse - he thinks that to some extent, fighting wars of words on hostile territory actually pushes moderate voters to the right in a sort of self-reinforcing cycle! He thinks not just that politics is a value conflict, but that the fight itself shifts the power of the players. This was a little bit new to me.
I found this especially interesting. He thinks that conservatives are really good at using the right language, partly through what elsewhere in the article he describes as a far better and more organized (or at least, disciplined) media ecosystem. Is he right? Do liberals regularly lose the language framing wars among moderates and swing voters, and thus the battle, even before they begin?
Whoa. Brain-changing language is quite a claim. This caught my eye a little bit because of how it makes at least a theoretically-grounded factual case for language as a thing that influences people on a physical level. Is he to be believed? I have my doubts about the scientific application, but it was interesting to see this discussion happen in 2011. However, that's not an accident! Obama was, in the referenced Tuscon speech, speaking soon after the Gabrielle Giffords shooting that is now seen as one of the earliest examples of political assassinations now frequently discussed. If language usage choices rewire the brain, are we actually to blame, at least in part, for these kinds of shootings? (I hope I'm not misrepresenting his point here)
In a way, this seems pretty prescient. According to progressives, at least (and certainly others) radical conservatives did take over the Republican party, and they did espouse authority and overwhelming force to punish the unworthy and the enemies, and they did use the deficit as a ruse, and they did have a uniquely selective approach to which science to believe. It's all over the news these last few months. As a pretty classic centrist myself, that feels like a pretty damning indictment, if true. Is it true? And even if he's wrong, does he have some useful advice?
The "progressive" solution
He ends by giving essentially a nice bullet-point list of things that progressives need to do. (I should note that there is some question as to whether 2011-era progressives are the same group as 2025 ones, so maybe it's best to consider it more broadly). If you read nothing else, this is his thesis, distilled.
Again, strong language. Conservatism drives empathy from the world? Uncharitable, but I can kind of see it. My parents originally flipped from Republican to Democrat, even as religious social conservatives, because in the words of my dad, "they at least pretend to care about poor people, but the Republicans don't even try". There's some pragmatism here, even among the moralization, for finding good allies. His vision of morality as the wellspring of progressive vision is an interesting one that I think partially got lost in the political noise, though I'm unsure how well it would work in practice. Most of all, though, the sixth bullet point has almost objectively been flagrantly violated in the last decade. Support Trump? You must be stupid, or mean, or shortsighted. Different values? No, clearly you just didn't see all the facts. If nothing else, I think for Democrats to get their mojo back, that probably has to change. You can't persuade someone you don't even understand.
What do you think? Is he right about language choices molding the political conversation and even changing values themselves via mere reinforcement? Should Democrats focus on long-term value-change strategies? Even if he's wrong, would you appreciate a Democratic party following his six proposals? Are "progressives" still losing the language battle? Food for thought.
To me, the most interesting point is how Lakoff's programme interacted the change in what the left-wing project was about between then and now.
In 2011, centre-left politicians thought they were in politics to deliver rising material standards of living for the bottom 99%. The activist base had started to shift to social issues (the tipping point was the failure of Occupy in late 2011) but the establishment wouldn't for a few more years. The frame that Lakoff was telling the Democrats to adopt was to fully lean into their role as the Mummy Party. (It isn't in the excerpt above, but Lakoff explicitly said was that the correct frame was that the nation was a family and the State was a "nurturant parent"). Of the six points, 2 is "accept support from successful businessmen who offer it", 4, and 5 are "git gud" and 1, 3, and 6 are "always talk like Mummy, talking like Daddy only benefits the Daddy party".
What actually happened is that the broader left-wing ecosystem of which the Democratic Party is part did embrace the spirit of points 1 and 3. They did organise around a single morality, optimise their communication to reinforce the frame of that morality, try to change the world through brain-changing morality etc. But the morality they adopted wasn't egalitarian therapy culture with the State as mother, it was woke culture with the State as HR lady. By 2020, centre-left politicians thought they were in politics to raise the relative social status of historically oppressed groups at the expense of white males.
Do you think that a mommy-mentality or "egalitarian therapy culture" would have been more effective in terms of pure politics?
It might be a question of methods. I think to most Democrats being a good person for selfless and societal reasons was part of the messaging, but were they "gentle and firm"? Seems to me that the mainstream left decided that shame and blame was more effective. They were, of course, almost completely wrong on medium- and long-term time horizons, though not the short-term one.
However, it's undeniable that some parts of his plan did get implemented. When he says "government is about 'necessities' – health, education, housing, protection, jobs with living wages, and so on – not about “programs.” Economic success lies in human well-being, not in stock prices, or corporate and bank profits" that does sound pretty familiar to me! Another weak point: he theorizes that it's impossible to be all talk but no action. He says "language use, over and over, affects how citizens understand policy choices, which puts pressure on legislators, and ultimately affects what policies are chosen," but is that really true? Did a shifted linguistic landscape around housing, education, health, jobs, etc. lead to matching policies? Biden Democrats would say yes, but that they simply were too modest to take credit (or that people were too dumb to give them that credit). I kind of think no, and that's where maybe it all falls apart for me - I don't think I'm really a Lakoff acolyte. Messaging does frame the issue, but I don't think I buy the value-shift theory. Or to be more precise, backlash from a mismatch between values and action (even if perceived and not truly real) overwhelms any incremental gains provided by the linguistic landscape of the fight. As I like to say, betrayal is actually one of the most powerful emotions (and voters are really fairly good at sniffing out bullshit).
Yet I wonder. DO we in fact have a shifted attitude toward some of these issues? Health care yes! Conservatives were very resistant to "health care is a human right" but I think that attitude is everywhere now. People are less sympathetic to corporations, even if deregulation still has lots of appeal. Social spending they maybe even went backwards; he says "Social Security and Medicare are earned" but today that reads like a GOP talking point. I assume he's pretty unhappy with the current landscape, although I don't really know - but if so, who does he blame? Centrists, or progressives?
Shame and blame are unavoidable because progressives, like all of us, always have to reckon with the fact that some people just point blank don't agree with them sometimes. Progressives did create a powerful media machine. Maybe not the sort of grassroots one here but there was control of a significant amount of the media space directly. They did basically try to spend the credibility of all sorts of industries and institutions to push their messages.
What happens when that doesn't seem to convince conservatives? Well, once you have a media machine the temptation to shame and censor is nearly irresistible, because of the very mindset in this post: problems are a result of conservatives imposing the wrong linguistic frame so why not just...stop them imposing any frame whatsoever?
Lakoff seems to avoid the manichean view of modern progressives but he shares the same impulses: political differences are based on messaging or the wrong sort of education as opposed to deep disagreement on values or even a pragmatic judgment that progressive policies are not in one's interests.
Another theory is that conservatives have given up on fighting healthcare for the same reason that fiscal conservatives across the West are unable to cut the budget or stop many deeply unwise policies (e.g. the triple lock in the UK): once the government starts giving people things it's very, very hard to stop it.
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