Elevator Speech

By Theron Dash

It's the latest "reframing" craze. In an effort to actually communicate with voters, Democrats are trying to "reframe" their issues. George Lakoff has become the patron saint of this toil.

The search is now on for "the elevator speech:" that combination of winning words that can explain the party's values to somebody on an elevator.

According to an article in American Prospect, here is the GOPer Neo-Con Elevator Speech:"We believe in freedom and liberty, low taxes, less government, traditional values, and a strong defense."

Here's someone's try at a Democratic Progressive example:

"We believe in prosperity and opportunity, strong communities, healthy families and great schools, investing in our future and leading the world by example."

There are two intents here. First, to talk on the level of values, and second, say something short and persuasive.

I agree that progressives have to communicate better, more clearly and more succinctly. But I have loads of questions about this particular approach.

First of all, who is on the elevator? And is it going up or down?

My first guess of who: college professors, or maybe motivational consultants.

My first guess of direction: in circles.

These words are mostly abstract. The GOP speech consists of abstractions that are actually code words. They imply a whole litany that's been repeated at rubber chicken dinners and on talk radio forever. They summarize.

But first you have to have something to summarize. Well, you could start with the words and then develop them in detail. But you have to do both.

But in the past, Democrats won elections by making definite promises that were appealing. For instance:

A living wage.

That's a good one. And it could still work. If you built an argument around it. And you have a plan.

So my modest proposal is: start with how people live their lives. Know who these people are. Then match what they need to what you want to stand for, and run on.

Stay off the elevator for awhile. Try walking down the street first.



In other news...

A meditation on Numbers at A Blue Voice.