We've all been reading the diaries lately urging Democrats to get back on message, stop talking exclusively about Sarah Palin, turn the conversation back on McCain and Bush, and focus on the issues.
We need to do more than that. We need to frame our arguments for maximum impact. (For more on progressive framing, check out linguist George Lakoff's books, especially "Don't Think Of An Elephant" and the one I'm currently reading, "The Political Mind".)
So-called "low information voters" aren't likely to listen to a nuanced discussion of why Obama's foreign policy proposals are better than McCain's, or what economic policies Obama will implement that McCain won't, or why Obama's stance on health care is superior to whatever McCain has thrown together.
Democrats, bless our hearts, are prone to discussing issues at length -- you know, because details matter. (And they absolutely DO, don't get me wrong.) However, at this point in the election, we need to do what Republicans have excelled at doing for years: create pithy 'bumper sticker' talking points, and repeat them over and over until they stick.
Without further ado, here's my 'bumper sticker' . . . .
McCain isn't CHANGE; McCain is EX-CHANGE: exchanging eight years of Bush for four years of McSame.
It's kinda amusing that McCain is trying to paint himself as the "Change" candidate. You know, 'amusing' in the sense of wanting to pat him on the head, pinch his cheek, and say, "Aww, you're so delusional" in the same tone of voice you'd use to speak to a yippy Chihuahua that thinks he's a big dog.
In claiming he's the 'Change' candidate, McCain is close . . . but he's forgetting the first syllable.
McCain isn't CHANGE; McCain is EX-CHANGE -- exchanging eight years of Bush for four years of McSame.
exchange: an act of giving one thing and receiving another (especially of the same type or value) in return*
That's exactly what McCain-Palin represents -- trading Bush-Cheney for another thing 'of the same type or value'. Saying that McCain = EXCHANGE immediately (and effectively, I hope) ties McCain to Bush's failed policies in a single phrase.
Do Americans really want four more years of plummeting home values, skyrocketing unemployment rates, stagnation in Iraq, no health care for millions of citizens, the ongoing assault of the environment, policies that willfully ignore scientific facts in favor of political ideology, and continuing deceit and corruption from the White House, just to name a few? Of COURSE not!
Seems like a pretty raw deal to me.
In the words of Palin's most oft-repeated lie: "Thanks, but no thanks."
(If you can think of another way to say this for bigger impact, please make suggestions!)
*Source: The OED.