George puts the Palin pick in context and points a way to an effective response. Will Obama take it?
The Palin Choice and the Reality of the Political Mind
George Lakoff
The Huffington Post, September 2, 2008Election campaigns matter because who gets elected can change reality. But election campaigns are primarily about the realities of voters’ minds, which depend on how the candidates and the external realities are cognitively framed. They can be framed honestly or deceptively, effectively or clumsily. And they are always framed from the perspective of a worldview.
The Obama campaign has learned this. The Republicans have long known it, and the choice of Sarah Palin as their vice presidential candidate reflects their expert understanding of the political mind and political marketing. Democrats who simply belittle the Palin choice are courting disaster. It must be taken with the utmost seriousness.
The Democratic response so far is a mixed bag at best, but there are effective responses available. More below the fold.
The Democratic responses so far reflect external realities: she is inexperienced…about foreign policy or national issues; she is really an anti-feminist…; she shills for the oil and gas industry on drilling; she denies the scientific truths of global warming and evolution; she misuses her political authority; she opposes sex education and her daughter is pregnant; and, rather than being a maverick, she is on the whole a radical right-wing ideologue.
All true, so far as we can tell.
But such truths may nonetheless be largely irrelevant to this campaign. That is the lesson Democrats must learn. They must learn the reality of the political mind.
The Obama campaign has done this very well so far. The convention events and speeches were orchestrated both to cast light on external realities, traditional political themes, and to focus on values at once classically American and progressive: empathy, responsibility both for oneself and others, and aspiration to make things better both for oneself and the world. Obama did all this masterfully in his nomination speech, while replying to, and undercutting, the main Republican attacks.
But the Palin nomination changes the game. The initial response has been to try to keep the focus on external realities…the “issues,”… But the Palin nomination is not basically about external realities and what Democrats call “issues,” but about the symbolic mechanisms of the political mind — the worldviews, frames, metaphors, cultural narratives, and stereotypes. The Republicans can’t win on realities. Her job is to speak the language of conservatism, activate the conservative view of the world, and use the advantages that conservatives have in dominating political discourse.
Our national political dialogue is fundamentally metaphorical, with family values at the center of our discourse. There is a reason why Obama and Biden spoke so much about the family, the nurturant family, with caring fathers and the family values that Obama put front and center in his Father’s day speech: empathy, responsibility and aspiration. Obama’s reference in the nomination speech to “The American Family” was hardly accidental, nor were the references to the Obama and Biden families as living and fulfilling the American Dream. Real nurturance requires strength and toughness, which Obama displayed in body language and voice in his responses to McCain. The strength of the Obama campaign has been the seamless marriage of reality and symbolic thought.
The Republican strength has been mostly symbolic. The McCain campaign is well aware of how Reagan and W won — running on character: values, communication, (apparent) authenticity, trust, and identity — not issues and policies. That is how campaigns work, and symbolism is central.
Lakoff titles the first chapter of The Political Mind “Anna Nicole on the Brain” and makes the point that you cannot understand how US politics works unless you can understand the phenomenon of Anna Nicole Smith. He could as easily used Sara Palin to illustrate and now applies those insights to her role in the campaign.
Conservative family values are strict and apply via metaphorical thought to the nation: good vs. evil, authority, the use of force, toughness and discipline, individual (versus social) responsibility, and tough love. Hence, social programs are immoral because they violate discipline and individual responsibility. Guns and the military show force and discipline. Man is above nature; hence no serious environmentalism. The market is the ultimate financial authority, requiring market discipline. In foreign policy, strength is use of the force. In fundamentalist religion, the Bible is the ultimate authority; hence no gay marriage. Such values are at the heart of radical conservatism. This is how John McCain was raised and how he plans to govern. And it is what he shares with Sarah Palin.
Palin is the mom in the strict father family, upholding conservative values. Palin is tough: she shoots, skins, and eats caribou. She is disciplined: raising five kids with a major career. She lives her values: she has a Downs-syndrome baby that she refused to abort. She has the image of the ideal conservative mom: pretty, perky, feminine, Bible-toting, and fitting into the ideal conservative family. And she fits the stereotype of America as small-town America. It is Reagan’s morning-in-America image. Where Obama thought of capturing the West, she is running for Sweetheart of the West.
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At the same time, Palin is masterful at the Republican game of taking the Democrats’ language and reframing it — putting conservative frames to progressive words: Reform, prosperity, peace. She is also masterful at using the progressive narratives: she’s from the working class, working her way up from hockey mom and the PTA to mayor, governor, and VP candidate. Her husband is a union member. She can say to the conservative populists that she is one of them — all the things that Obama and Biden have been saying. Bottom-up, not top-down.
Yes, the McCain-Palin ticket is weak on the major realities. But it is strong on the symbolic dimension of politics that Republicans are so good at marketing. Just arguing the realities, the issues, the hard truths should be enough in times this bad, but the political mind and its response to symbolism cannot be ignored. The initial Democratic response to Palin — the response based on realities alone — indicates that many Democrats have not learned the lessons of the Reagan and Bush years.
What the Obama campaign or some surrogate needs to do to turn the tables on the Republicans: Appeal to the bi-conceptuals. There is no “middle” between the conservatives and the liberals. We only have two brain modes–the conservative, authoritarian, hierarchical family model and the progressive nutritive family model. There are, however, lots of people who use one model on some things and the other model on others. These are the “bi-conceptuals” and it is in their brains that the campaign will be won or lost.
They have not learned the nature of conservative populism. A great many working-class folks are what I call “bi-conceptual,” that is, they are split between conservative and progressive modes of thought. Conservative on patriotism and certain social and family issues, which they have been led to see as “moral,” progressive in loving the land, living in communities of care, and practical kitchen table issues like mortgages, health care, wages, retirement, and so on.
Conservative theorists won them over in two ways: inventing and promulgating the idea of “liberal elite” and focusing campaigns on social and family issues. They have been doing this for many years and have changed a lot of brains through repetition. Palin will appeal strongly to conservative populists, attacking Obama and Biden as pointy-headed, tax-and-spend, latte liberals. The tactic is to divert attention from difficult realities to powerful symbolism.
What Democrats have shied away from is a frontal attack on radical conservatism itself as an un-American and harmful ideology. I think Obama is right when he says that America is based on people caring about each other and working together for a better future — empathy, responsibility (both personal and social), and aspiration. These lead to a concept of government based on protection (environmental, consumer, worker, health care, and retirement protection) and empowerment (through infrastructure, public education, the banking system, the stock market, and the courts). Nobody can achieve the American Dream or live an American lifestyle without protection and empowerment by the government. The alternative, as Obama said in his nomination speech, is being on your own, with no one caring for anybody else, with force as a first resort in foreign affairs, with threatened civil liberties and a right-wing government making your most important decisions for you. That is not what American democracy has ever been about.
What is at stake in this election are our ideals and our view of the future, as well as current realities. The Palin choice brings both front and center. Democrats, being Democrats, will mostly talk about the realities nonstop without paying attention to the dimensions of values and symbolism. Democrats, in addition, need to call an extremist an extremist: to shine a light on the shared anti-democratic ideology of McCain and Palin, the same ideology shared by Bush and Cheney. They share values antithetical to our democracy. That needs to be said loud and clear, if not by the Obama campaign itself, then by the rest of us who share democratic American values.
The Obama campaign appears to know what it is doing when it comes to basic framing of the campaign. The real question is if they can counter the Republican use of symbols and if they can or will convincingly portray the attitudes of McCain and Palin as the extreme views that they are. If the field of Ideas or Worldviews is left for the Republicans alone to define, the Democrats will almost certainly loose.
The Obama Campaign could do far worse than to hire Lakoff as a master consultant and listen to him. An alternative would be to match Lakoff with a campaign operative such as James Carvele and a source of funding, such as Move On or some 526 organization.
