Conservatives use "framing" tactics to convince the public that all the policies they advocate are good for "the people" when in reality they are not. The Bush administration was quite adept at this. They applied a wholesome name to a policy and the public was somehow convinced that Bush was taking actions in their best interest.
George W. Bush, with the help of Karl Rove, mastered the art of portraying himself as a man of great principle, integrity, honesty, caring, compassion, and character. He was anything but those things. So how did he make it to the White House?
Think about this.
Machiavellianism: The political doctrine of Machiavelli, which denies the relevance of morality in political affairs and holds that craft and deceit are justified in pursuing and maintaining political power.
"Inspired by all that has come before, and guided by clear objectives, today we set a new course for America's space program. We will give Nasa a new focus and vision for future exploration. We will build new ships to carry man forward into the universe, to gain a new foothold on the moon and to prepare for new journeys to the worlds beyond our own. ...We've undertaken space travel because the desire to explore and understand is part of our character. And that quest has brought tangible benefits that improve our lives in countless ways." --- George W. Bush, January 14, 2004
Notice the fantastic rhetoric of the Bush space initiative. Sounded great, didn't it? Never mind the fact that it was estimated to cost $400 to $500 billion at a time when deficit spending was skyrocketing out of control.
A very informative article regarding the use of language by conservatives provides some helpful insight. The article's premise, based upon the studies of George Lakoff, a UC Berkeley professor of linguistics and cognitive science, is that conservatives have mastered the art of "framing" the issues. Conservatives have spent decades defining their ideas, carefully choosing the language with which to present them, and building an infrastructure to communicate them through think tanks. They have put a huge amount of money into creating the language for their worldview and getting it out there, while progressives have done nothing similar. Professor Lakoff states, "It's one thing to analyze language and thought, it's another thing to create it."
http://www.berkeley.edu/news/media/releases/2003/10/27_lakoff.shtmlAn example from the article:
The phrase "Tax relief" began coming out of the White House starting on the very day of Bush's inauguration. It got picked up by the newspapers as if it were a neutral term, which it is not. First, you have the frame for "relief." For there to be relief, there has to be an affliction, an afflicted party, somebody who administers the relief, and an act in which you are relieved of the affliction. The reliever is the hero, and anybody who tries to stop them is the bad guy intent on keeping the affliction going. So, add "tax" to "relief" and you get a metaphor that taxation is an affliction, and anybody against relieving this affliction is a villain.
It's not just about what you call it, if it's the same "it." There's actually a whole other way to think about it. Taxes are what you pay to be an American, to live in a civilized society that is democratic and offers opportunity, and where there's an infrastructure that has been paid for by previous taxpayers. This is a huge infrastructure. The highway system, the Internet, the TV system, the public education system, the power grid, the system for training scientists, vast amounts of infrastructure that we all use, which has to be maintained and paid for. Taxes are your dues, you pay your dues to be an American. In addition, the wealthiest Americans use that infrastructure more than anyone else, and they use parts of it that other people don't. The federal justice system, for example, is nine-tenths devoted to corporate law. The Securities and Exchange Commission and all the apparatus of the Commerce Department are mainly used by the wealthy. And we're all paying for it.
It is an issue of patriotism! Are you paying your dues, or are you trying to get something for free at the expense of your country? It's about being a member. People pay a membership fee to join a country club, for which they get to use the swimming pool and the golf course. But they didn't pay for them in their membership. They were built and paid for by other people and by this collectivity. It's the same thing with our country, the country as country club, being a member of a remarkable nation. But what would it take to make the discussion about that? Every Democratic senator and all of their aides and every candidate would have to learn how to talk about it that way. There would have to be a manual. Republicans have one. They have a guy named Frank Luntz, who puts out a 500-page manual every year that goes issue by issue on what the logic of the position is from the Republican side, what the other guys' logic is, how to attack it, and what language to use.
Kevin Phillips, former Republican strategist, wrote a book entitled "American Dynasty: Aristocracy, Fortune, and the Politics of Deceit in the House of Bush." When it came out he appeared on Washington Journal. During his opening statements he spoke of political tactics as shaped by Machiavelli, the first great political philosopher of the Renaissance or more specifically from his work entitled The Prince. Phillips stated that Karl Rove, George W. Bush's political strategist, and the late Lee Atwater, George H. W. Bush's political strategist, followed the teachings of Machiavelli.
For Machiavelli, politics was about one and only one thing: getting and keeping power or authority. Everything else, religion, morality, truth, honor, and integrity, that people associate with politics has nothing to do with this fundamental aspect of politics, unless being moral helps one get and keep power. The only skill that counts in getting and maintaining power is calculation. The successful politician knows what to do or what to say for every situation, no matter what it takes. It is only about winning and keeping power.
Now, combine the skills of "framing" the issues in ways that always keep the opposing political party on the defensive with the philosophies advocated by Machiavelli and one begins to see a pattern that fits the Republican Party.
These tactics have led to American citizens growing accustomed to being lied to and/or misled about gravely serious matters. Republicans count on it.