The only way to ensure that we make the right decisions for the right reasons is to understand the propaganda that is deployed against us on a daily basis–whether it is from Corporate advertisers who are trying to convince us to purchase product or politicians who are trying to convince us to vote for them.

In the USA, the most outstanding displays of political propaganda have had their source in the right-wing camps.  No finer example than that provided by Newt Gingrich–a man who today is considering a 2012 run for the President of our nation.  Some might even say that Newt Gingrich taught the Republicans all they know about propaganda.

Once Gingrich described his goal as “reshaping the entire nation through the news media” (New York Times, 12/14/94)–has given a great deal of thought to the media and how to manipulate them. One Newtonian axiom is “fights make news” (Boston Globe, 11/20/94). Another skill he has taught to Republican candidates through his political organization, GOPAC, is how to create a “shield issue” to deflect criticism:

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The clearest expression of Gingrich’s philosophy of media came in a GOPAC memo entitled “Language: A Key Mechanism of Control.” Distributed to GOP candidates across the country, the memo’s list of words for Democrats and words for Republicans was endorsed by Gingrich in a cover letter: “The words in that paper are tested language from a recent series of focus groups where we actually tested ideas and language.” Next time you hear Gingrich complain about media focusing on the negative, refer back to these lists.

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RIGHT WING PROPAGANDA LESSONS FROM NEWT GINGRICH
HOW CAN YOU BELIEVE ANYTHING HE SAYS?

YOU CAN’T.  GINGRICH IS A PROPAGANDIST MASTER.

HERE IS DIRECTION TAKEN DIRECTLY FROM THE “MASTER’S” MOUTH:

As you know, one of the key points in the GOPAC tapes is that “language matters.” In the video “We Are a Majority,” Language is listed as a key mechanism of control used by a majority party, along with Agenda, Rules, Attitude and Learning. As the tapes have been used in training sessions across the country and mailed to candidates, we have heard a plaintive plea: “I wish I could speak like Newt.”

That takes years of practice. But we believe that you could have a significant impact on your campaign and the way you communicate if we help a little. That is why we have created this list of words and phrases.

This list is prepared so that you might have a directory of words to use in writing literature and mail, in preparing speeches, and in producing electronic media. The words and phrases are powerful. Read them. Memorize as many as possible. And remember that, like any tool, these words will not help if they are not used….

Contrasting Words

Often we search hard for words to help us define our opponents. Sometimes we are hesitant to use contrast. Remember that creating a difference helps you. These are powerful words that can create a clear and easily understood contrast. Apply these to the opponent, their record, proposals and their party.

decay… failure (fail)… collapse(ing)… deeper… crisis… urgent(cy)… destructive… destroy… sick… pathetic… lie… liberal… they/them… unionized bureaucracy… “compassion” is not enough… betray… consequences… limit(s)… shallow… traitors… sensationalists…

endanger… coercion… hypocrisy… radical… threaten… devour… waste… corruption… incompetent… permissive attitudes… destructive… impose… self-serving… greed… ideological… insecure… anti-(issue): flag, family, child, jobs… pessimistic… excuses… intolerant…

stagnation… welfare… corrupt… selfish… insensitive… status quo… mandate(s)… taxes… spend(ing)… shame… disgrace… punish (poor…)… bizarre… cynicism… cheat… steal… abuse of power… machine… bosses… obsolete… criminal rights… red tape… patronage

Optimistic Positive Governing Words

Use the list below to help define your campaign and your vision of public service. These words can help give extra power to your message. In addition, these words help develop the positive side of the contrast you should create with your opponent, giving your community something to vote for!

share… change… opportunity… legacy… challenge… control… truth… moral… courage… reform… prosperity… crusade… movement… children… family… debate… compete… active(ly)… we/us/our… candid(ly)… humane… pristine… provide…

liberty… commitment… principle(d)… unique… duty… precious… premise… care(ing)… tough… listen… learn… help… lead… vision… success… empower(ment)… citizen… activist… mobilize… conflict… light… dream… freedom…

peace… rights… pioneer… proud/pride… building… preserve… pro-(issue): flag, children, environment… reform… workfare… eliminate good-time in prison… strength… choice/choose… fair… protect… confident… incentive… hard work… initiative… common sense… passionate

Proclaim the Queen!

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