Gayle Donsky
Jul 25, 2017 · 2 min read

Why Won’t the Democrats Learn?

Why aren’t leaders of the Democratic party embracing winning and effective strategies for success? Why do they continue to repeat unsuccessful tactics?

I am perplexed and dismayed with Democratic political operatives who disregard the studied advice of the pragmatic scholar, George Lakoff. Those who are in positions of power — politicians, party leaders, and the wealthy with influence — seem to be ignoring wise counsel and repeat failed approaches.

Lakoff — an author and retired professor of Linguistics and Cognitive Science at the University of California at Berkeley — has, for years, been trying to influence Democrat messaging. He believes Democrats are decades behind in understanding how to frame issues that can be persuasive to voters.

Lakoff has outlined why Donald Trump’s linguistic practices were so powerful in influencing people to vote for him, seemingly, against their own self-interest. Lakoff tried, unsuccessfully to enlighten Democratic leaders during the presidential campaign.

His message is not complicated. Politics are based on our moral worldviews. We’re guided by what we think is right or wrong, much of it not available to our conscious thought.

In his writings and media appearances, Lakoff has explained that the Republicans effectively articulate their messages that embody their moral system, which encompass a moral hierarchy (“God above man; man above nature; rich above poor, our country above other countries). Trump’s worldview stresses the importance of moral authority (which he projects that he has) and personal responsibility (lack of success is the individual’s fault).

Progressives’ moral system includes values such as nurturance, protection, empathy, and responsibility for those less fortunate or who are marginalized. Yet they often do not speak in the language of their values. They articulate, not in terms of morality and worldview, but rather in facts, reason, and logic (Hillary Clinton frequently stressed her “competence” and the rationality of her policies).

Lakoff’s suggestions are not complicated. For example, instead of using the phrase “federal regulations,” progressives could use “federal protections” for the people, such as safeguarding citizens’ health through the control of water and air quality.

He says, “taxes” are actually “investments in public resources” — again for the people. These “investments” provide roads, infrastructure, national banks, and public education. However, Republicans have successfully monopolized the framing of this debate with term tax “burden.”

Why do the Democrats fail to heed these strategies? Perhaps the leaders are wrapped up in their own repeated and often failed patterns, personal ambition, self-aggrandizement, and tunnel vision and lose sight of the greater goal.

Effective movements, whether at the national or local level, require confident people who are focused on the goal, who enjoy working collaboratively with creative and inspired people, who encourage new ideas and opposing views, and who are dedicated to finding the best ways to achieve shared goals.0

Those who have influence — from the local level to the Democratic National Committee — should be vigorously seeking to understand and utilize the power of linguistics and neuroscience.