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In the political arena we generally cannot convince people of anything they do not, in some sense, already believe. But we just might be able to convince people that what we say is really what they think already. To do this, we have to understand their system of belief, really get inside it. We need to speak in terms that sound familiar, and like what people hear in their own thoughts.
If people have reservations about affirmative action or gay curriculum in the schools, or if they oppose abortion, we can’t just assume that they are racists or homophobes or fanatics. If they like to hunt and keep guns, we can’t assume they are incipient felons—not if we want to talk with them about these issues. If instead we can get inside their moral universe, we just might find something we can speak to, especially when the topic turns to something else.
Progressives generally don’t do this much. Instead they try to bridge the gap through appeals to class and economic interest. Factory workers will forget their guns, Catholics will forget about abortion, because the Left is with them on trade or tax cuts for the rich. Sometimes that approach works. But culture can run deeper than money, especially for those who don’t have a lot of money. A majority of union members today give Bush a high rating. Irony of ironies, Democrats end up in the role of advocates of narrow self-interest (more tax cuts for us) while Republicans strike orchestral chords of enterprise and growth. The side that panders shamelessly to the very wealthy gets to claim the polemical high ground.
In his book Moral Politics, linguist George Lakoff contends that one way to understand the language of American politics is through archetypes of the family. The political Right embraces a strong-father family. It values authority, discipline, individual enterprise, and personal responsibility. The Left, by contrast, favors the nurturing mother: support, assistance, care, cohesion, and the like.
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http://www.yesmagazine.org/27government/rowe.htm