Submitted by lorinpda on Fri, 10/09/2009 - 12:40

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Cross posted on Daily Kos here. 

On Framing - The Battle of Ideas is More than Just a Battle of Facts

by Lorin Klugman

Political terms are carefully crafted to invoke a set of ideas.

Our opponents use considerable resources to choose specific terms.

Linguists and social scientists tell us: Don't use our opponents' language, don't invoke their ideas. Use our language, our story, invoke our ideas.

Words invoke more than just dictionary definitions, they take their meaning from stories and metaphors. Political discourse requires a moral argument. Dr Martin Luther King did not get up and say "I have a policy statement to make," he said "I have a dream."

Never say "Health Insurance." Always point out that Health Care is different than insurance. Never put those two separate distinct ideas together. Use the term "Health Care."

Semanticists studied the term "Corporate Greed." Everyone in this room understands "Corporate Greed," but not everyone out there. Substitute "Wall Street," for "Corporate Greed," and everyone gets it. So, don't use "Insurance." Use "Wall Street".

Everyone accepts that is the government's role is to protect us. To protect what? Well, to protect our rights. After all, our Constitution is based on a Bill of Rights.

If you believe that Health Care is a human right, you accept that it's the government's role to guarantee Health Care. Human Rights are not options Wall Street decides to buy or sell.

Obamacare is based on a radical right wing idea: Government competes with Wall Street to provide basic commonwealth services. Single Payer Medicare for All, on the other hand, is a centrist idea. One idea from the right: Health care is privately delivered. One idea from the left: Health care payment is guaranteed by the government.

The term "Public Option," again is a euphemism. It diverts us from the "Private" side, the Wall Street side. Most importantly, it's a diversion from the most heinous part of Obamacare--mandated, compulsory insurance payments. Mandatory payments to Wall Street.

"Social Security" isn't just a successful policy program. Think about the term, "Social Security." Experts in meaning identify three important words that all Americans can identify with--not just contemporary folks, but folks throughout American history: Freedom, Opportunity, Security. Again, think, "Social Security."

After George Bush won his second term, Bush claimed a mandate to turn Social Security over to Wall Street. However, the conservatives soon found out there was no story, no narrative powerful enough to re-define Social Security. You will never hear a conservative openly attack Social Security.

However, in the current Health Care debate, how often do progressives mention that Medicare (a geeky term) is actually part of Social Security? Understanding the power of language, the conservatives would never fail to invoke a key American term "Security,"..."Social Security."

To summarize, never use the term Health Insurance. Always use the term Health Care. Always point out that Health Care is different and separate from Insurance. Whenever you can, replace  the word "Insurance" with "Wall Street."

Lorin M Klugman is Illinois Co-coordinator, Progressive Democrats of America (PDA) and a member of the Chicago Cigna 7. This statement was delivered to PDA-Chicago in September.