Here's how good they are at spinning: They think they can convince you that spinning has nothing to do with it.
I'm talking about the Republicans -- the big winners in last week's Blowout at the Ballot Box, and as gracious in victory as you'd imagine they'd be. (Those "Surrender, Barack!" puffs in the sky? Just rumors.)
Actually, in one particular way, they've been more gracious in victory than you'd imagine they'd be. When it comes to taking credit for tilting the pre-election playing field so smoothly in their direction, the GOP is the very picture of modesty.
"Shucks -- we didn't do nothin'."
Not true, of course. Not even close to true.
But that's the special skill of the really high-end spinners: to make the spin-ees and everyone else believe they haven't been spun at all!
"Obama and the Democrats keep saying it was their message that failed," the Republicans keep saying. "It wasn't about their message -- it was about their policies! It was their policies that the voters repudiated."
Absolutely: It was the Democrats' policies that the voters repudiated -- once they were defined by the messaging. The framing. The packaging. Packaging designed to do maximum damage.
Say -- just for instance -- you're getting on in years, and you've got some thoughts about how you'd like your final days to be handled, whenever that time comes. You'd feel ever so much better knowing that your doctor is aware of your desires, and will make sure that your wishes are respected, and not ignored.
Perhaps you could have a little chat with your doctor about all this; it would certainly set your mind at ease. And maybe your insurance policy could even cover the cost of that visit; it all sounds perfectly reasonable, doesn't it?
Until you call those conversations "death panels."
Sorry -- "DEATH PANELS!!!"
That was packaging, Republican packaging, courtesy of a certain former governor of Alaska -- and the two most consequential words of the past two years. They sent an electric charge right into the nerve endings of worried seniors, who threw congressional Democrats on the defensive, which slowed the health-care-reform process by months, which meant even less immediate attention paid to jobs and the economy, which meant even more people worrying, which meant --
World-class packaging, that one. A Hall of Fame frame.
But hardly the only one. What about "job-killing tax hikes"? (As opposed, say, to "temporary tax cuts expiring when the law says they're supposed to expire"?) What about "Wall Street bailouts" and "the failed stimulus plan"? (As opposed, say, to "preventing the imminent collapse of the entire economic system," and "trying to get some money into people's pockets"?)
And how about the "career politicians" -- you could just as accurately call them "lifelong public servants" -- who were responsible for these all these "failures"? Not to mention the "citizen legislators" -- "amateurs"? "know-nothings"? "dabblers"? "dilettantes"? -- so eager to grab their jobs.
Policies matter. But so do the words used to describe them. Or do you think that Newt Gingrich was merely blowing smoke in his famous GOPAC memo of the mid-'90s?
That was where Newt helpfully provided Republican candidates and office-holders with the "Optimistic positive governing" vocabulary to use when describing their own ideas (e.g. "opportunity," "empowerment," "common sense," "strength") and the "Contrasting" words they should use about their opponents (e.g. "pathetic," "coercion," "red tape," "betray.")
The title of that famous -- or you could say "infamous" -- memo? "Language: A Key Mechanism of Control."
And with rare exceptions, the Republicans have controlled the language, and won the messaging wars, ever since. In fact, they've gotten so good at it that now they'd rather you didn't notice.
So when they say "It's not about the message"?
That's just another part of the message.
Rick Horowitz is a syndicated columnist. You can write to him at rickhoro@execpc.com.
Our 2024 Coverage Needs You
It's Another Trump-Biden Showdown — And We Need Your Help
The Future Of Democracy Is At Stake
Our 2024 Coverage Needs You
Your Loyalty Means The World To Us
As Americans head to the polls in 2024, the very future of our country is at stake. At HuffPost, we believe that a free press is critical to creating well-informed voters. That's why our journalism is free for everyone, even though other newsrooms retreat behind expensive paywalls.
Our journalists will continue to cover the twists and turns during this historic presidential election. With your help, we'll bring you hard-hitting investigations, well-researched analysis and timely takes you can't find elsewhere. Reporting in this current political climate is a responsibility we do not take lightly, and we thank you for your support.
Contribute as little as $2 to keep our news free for all.
Can't afford to donate? Support HuffPost by creating a free account and log in while you read.
The 2024 election is heating up, and women's rights, health care, voting rights, and the very future of democracy are all at stake. Donald Trump will face Joe Biden in the most consequential vote of our time. And HuffPost will be there, covering every twist and turn. America's future hangs in the balance. Would you consider contributing to support our journalism and keep it free for all during this critical season?
HuffPost believes news should be accessible to everyone, regardless of their ability to pay for it. We rely on readers like you to help fund our work. Any contribution you can make — even as little as $2 — goes directly toward supporting the impactful journalism that we will continue to produce this year. Thank you for being part of our story.
Can't afford to donate? Support HuffPost by creating a free account and log in while you read.
It's official: Donald Trump will face Joe Biden this fall in the presidential election. As we face the most consequential presidential election of our time, HuffPost is committed to bringing you up-to-date, accurate news about the 2024 race. While other outlets have retreated behind paywalls, you can trust our news will stay free.
But we can't do it without your help. Reader funding is one of the key ways we support our newsroom. Would you consider making a donation to help fund our news during this critical time? Your contributions are vital to supporting a free press.
Contribute as little as $2 to keep our journalism free and accessible to all.
Can't afford to donate? Support HuffPost by creating a free account and log in while you read.
As Americans head to the polls in 2024, the very future of our country is at stake. At HuffPost, we believe that a free press is critical to creating well-informed voters. That's why our journalism is free for everyone, even though other newsrooms retreat behind expensive paywalls.
Our journalists will continue to cover the twists and turns during this historic presidential election. With your help, we'll bring you hard-hitting investigations, well-researched analysis and timely takes you can't find elsewhere. Reporting in this current political climate is a responsibility we do not take lightly, and we thank you for your support.
Contribute as little as $2 to keep our news free for all.
Can't afford to donate? Support HuffPost by creating a free account and log in while you read.
Dear HuffPost Reader
Thank you for your past contribution to HuffPost. We are sincerely grateful for readers like you who help us ensure that we can keep our journalism free for everyone.
The stakes are high this year, and our 2024 coverage could use continued support. Would you consider becoming a regular HuffPost contributor?
Dear HuffPost Reader
Thank you for your past contribution to HuffPost. We are sincerely grateful for readers like you who help us ensure that we can keep our journalism free for everyone.
The stakes are high this year, and our 2024 coverage could use continued support. If circumstances have changed since you last contributed, we hope you'll consider contributing to HuffPost once more.
Support HuffPostAlready contributed? Log in to hide these messages.