Sunday, February 25, 2007
He's only high-minded on alternate Sundays.
It is unfortunate that the Republican Party is currently dominated by hyperpartisan, gut-punching professional politicians and expert technicians whom I wouldn't want to face at the dark end of the electoral alley. They specialize in the flawless execution of "wedge" politics. That may have worked well in past elections, but no longer. The latest gimmick is "branding" -- a Madison Avenue technique -- to reverse the Republican slide. But political parties are not brands, slogans are not a replacement for ideas and you don't sell leaders the way you sell widgets.Frank Lutz, three years ago, discussing his craft:
What are you measuring with the dial technology?
It's like an X-ray that gets inside your head, and it picks out every single word, every single phrase [that you hear], and you know what works and what doesn't. . . .It's so immediate, it feels instantaneous.
But it is, because politics is instantaneous. Politics is gut; commercials are gut. You're watching a great show on TV, you now come to that middle break, you decide in a matter of three seconds whether or not you're going to a) flip the channel; b) get up; or c) keep watching. It's not intellectual; it is gut.Is it the same for political decisions about power companies and politicians, though?
We decide based on how people look; we decide based on how people sound; we decide based on how people are dressed. We decide based on their passion. If I respond to you quietly, the viewer at home is going to have a different reaction than if I respond to you with emotion and with passion and I wave my arms around. Somebody like this is an intellectual; somebody like this is a freak. But that's how we make up our minds. Look, this is about the real-life decisions of real-life Americans, who to vote for, what to buy, what to agree with, what to think, how to act. This is the way it is.
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