by ALAN GRAYSON, Former US Congressman (FL-8)
If you have been hearing the term "job creators" a lot lately, it's because Frank Luntz wanted you to.
As PBS put it, Luntz's expertise is "testing language and finding words that will help his clients sell their products, or turn public opinion on an issue or a candidate." In other words, propaganda.
Here are some actual examples of Luntz's fine work:
- Don't say "oil drilling." Say "energy exploration."
- Don't say "inheritance tax." Say "death tax."
- Don't say "global warming." Say "climate change."
- Don't say "healthcare reform." Say "government takeover."
- And don't say "greedy, soulless multinational corporations who don't give a damn about you." Say "job creators."
Luntz is like a serial killer of the English language.
As soon as I heard the term "job creators," I said to myself, "that sounds like Frank Luntz talking." And sure enough, it's right in there in Frank Luntz's latest book, Win: The Key Principles to Take Your Business from Ordinary to Extraordinary. Here are Luntz's exact words: "You don't create jobs by making life difficult for job creators." That's under the heading "The Ten Rules for 2012: What Americans Really Want to Hear from Their Representatives."
Here is Luntz's list of what we all "really" want to hear in 2012:
- I will never accept the status quo.
- I will never apologize for America. [MORE]