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Language: A Key Mechanism of Control
Newt Gingrich's 1996 GOPAC memo
As you know, one of the key points in the GOPAC
tapes is that "language matters." 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.
While the list could be the size of the latest
"College Edition" dictionary, we have attempted to keep it
small enough to be readily useful yet large enough to be broadly
functional. The list is divided into two sections: Optimistic Positive
Governing words and phrases to help describe your vision for the future
of your community (your message) and Contrasting words to help you
clearly define the policies and record of your opponent and the
Democratic party.
Please let us know if you have any other suggestions
or additions. We would also like to know how you use the list. Call us
at GOPAC or write with your suggestions and comments. We may include
them in the next tape mailing so that others can benefit from your
knowledge and experience.
Optimistic Positive Governing Words
Use the list below to help define your campaign
and your vision of public service. These words can help give extra power
to your message. In addition, these words help develop the positive side
of the contrast you should create with your opponent, giving your
community something to vote for!
- active(ly)
- activist
- building
- candid(ly)
- care(ing)
- challenge
- change
- children
- choice/choose
- citizen
- commitment
- common sense
- compete
- confident
- conflict
- control
- courage
- crusade
- debate
- dream
- duty
- eliminate good-time in prison
- empower(ment)
- fair
- family
- freedom
- hard work
- help
- humane
- incentive
- initiative
- lead
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- learn
- legacy
- liberty
- light
- listen
- mobilize
- moral
- movement
- opportunity
- passionate
- peace
- pioneer
- precious
- premise
- preserve
- principle(d)
- pristine
- pro- (issue): flag, children, environment, reform
- prosperity
- protect
- proud/pride
- provide
- reform
- rights
- share
- strength
- success
- tough
- truth
- unique
- vision
- we/us/our
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Contrasting Words
Often we search hard for words to define our
opponents. Sometimes we are hesitant to use contrast. Remember that
creating a difference helps you. These are powerful words that can
create a clear and easily understood contrast. Apply these to the
opponent, their record, proposals and their party.
- abuse of power
- anti- (issue): flag, family, child, jobs
- betray
- bizarre
- bosses
- bureaucracy
- cheat
- coercion
- "compassion" is not enough
- collapse(ing)
- consequences
- corrupt
- corruption
- criminal rights
- crisis
- cynicism
- decay
- deeper
- destroy
- destructive
- devour
- disgrace
- endanger
- excuses
- failure (fail)
- greed
- hypocrisy
- ideological
- impose
- incompetent
- insecure
- insensitive
|
- intolerant
- liberal
- lie
- limit(s)
- machine
- mandate(s)
- obsolete
- pathetic
- patronage
- permissive attitude
- pessimistic
- punish (poor ...)
- radical
- red tape
- self-serving
- selfish
- sensationalists
- shallow
- shame
- sick
- spend(ing)
- stagnation
- status quo
- steal
- taxes
- they/them
- threaten
- traitors
- unionized
- urgent (cy)
- waste
- welfare
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