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View Diary: Billionaires, House Dems Spotlight Estate Tax Giveaway (7 comments)

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  •  "Dues" vs "Tax" (0+ / 0-)

    Republican pollster Frank Luntz is the one who came up with and pushed the term "death tax" over "estate tax".  And, man, it worked.

    But the left's message master, George Lakoff, counters "taxes" with "dues".

    Suggested Dem talking point:

    "It's time for the richest people on the country to pay their dues for living in the land of the free.  The rest of us do.  All they have to do is imagine that they are paying their country club fees."

    I lifted this practically verbatim from Lakoff's Don't Think of an Elephant (see below), and it is exactly the frame that will win.  "Taxes" have had a negative connotation since the days of Robin Hood, but dues invoke the idea of putting in your fair share for a privilege you enjoy.

    See:

    Don't Think of an Elephant!: Know Your Values and Frame the Debate--The Essential Guide for Progressives, by George Lakoff. See also: Cognitive Policy Wonks and The Progressive Strategy Handbook Project

    Politics is the entertainment branch of industry. -Frank Zappa

    by TheGrandWazoo on Thu Dec 09, 2010 at 08:30:34 PM PST

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