A Language-Spinner Sees the Light?

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In today’s New York Times, Frank Luntz counsels the winner of tonight’s presidential election to appeal to the common ground that unites us and bring the American people back together.

If you haven’t read his article and would like to, here’s a link:

http://www.nytimes.com/2016/11/08/opinion/how-to-begin-the-healing.html?emc=edit_th_20161108&nl=todaysheadlines&nlid=26749800

I’m glad to see that Frank Luntz is counseling the winner of the election to seek common ground, but I can’t forget that for years he has advised Republicans to use poll-tested phrases to spin arguments to their advantage. Care for an example? He told Republicans never to say “estate tax,” but to say “death tax” instead. Why? Because “estate tax” sounds like something only the rich pay, and “death tax” sounds like something everyone pays — even though the tax only applies to individuals inheriting over $5.45 million. Luntz’s Machiavellian twists of language have been influential in driving Americans into hostile camps. I hope he now turns his talents and attention to coming up with phrases that will help bring Americans back together.

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