Lakoff and Luntz-off

It's not hard to deceive Americans. Honestly. You just tell them something that seems to fit one of their familiar "frames" with which they affiliate closely and they're good to go. Even if you tell them the demoralizing facts about the something you told them about which fits in their frame, they won't listen because they're comfortable where they are. People don't like to think more than they need to; not many people find that it is worth it to get worked up over an issue they feel powerless to affect. So, as Frank Luntz and George Lakoff have discovered, persuading according to public frames are the key to success.
Frank Luntz is not only concerned with words, as some might think, but more so with ideas. Ideas are what drive frames. Putting people at ease and using positive words not only make your audience feel more morally connected with your argument, but also make a persuader look like a good guy who doesn't attack his opponent. To Luntz, "perception is more real than reality", and changing people's perceptions about certain issues, can also change the issues themselves. If turn inheritance or estate tax into death tax, and make out to be this horrible scheme to rob people of their hard earned estates, it is no longer a good thing. And once the frame is set enough, it will be nearly impossible to think of it as a good thing, thus the perception has become reality. Audience feedback is essential to Luntz, and finding out what voters want and how to talk to them is a central component to the success of a politician. Lakoff rants about this in his book, that the right side is smart, they know how to present ideas. The difference between framing and non-framing is crucial to the success of an argument. Lakoff discusses this,
"When you think you just lack words, what you really lack are ideas. Ideas come in the form of frames. When the frames are there, the words come readily. There's a phenomenon you have probably noticed. A conservative on TV uses two words, like tax relief. And the progressive has to go into a paragraph-long discussion of his own view. The conservative can appeal to an established frame, that taxation is an affliction or burden, which allows for the two-word phrase tax-relief. But there is no established frame on the other side. You can talk about it, but it takes some doing because there is no established frame, no fixed idea already out there (24)".

The approach Luntz is adhering to is the conservative "strict-father" role, as Lakoff speaks so frequently about. Because the public is essentially a bad child who can't think for themselves and needs to be taught to be good, affecting and determining their frames can only help them.
The nurturing parental figure identity that Lakoff emphasizes that progressives assume does not imply weakness, it implies strength. He speaks frequently about how the nurturing parent figure assumes responsibility and empathy. Rather than dictate to the public how and what they should think, instead the nurturing parent tries to address each individual concern and help as many people as possible. This creates complication, because it encompasses several different perspectives, but it also helps people. However, Lakoff pays his dues to the successful conservatives, and scolds his fellow progressivists for not catching on to their smart tactics. He discusses how the conservatives consider words and ideas, and consider bigger, more general issues on which they can collaborate as a whole instead of disputing over every reputable fact that they can get their hands on, as do the progressivists. He instructs the progressivists that they need never to allude to, or use the language or framing of the other side, because, even when you refer to it in a negative manner, you are still indirectly reinforcing their frame. Just naming facts doesn't work. Frames need to be created for the public to adhere to your idea. Stick to your guns. Know what you stand for, and why you stand for it, not just what you don't agree with. Anticipate what the other side will say. Consider identity. Collaborate with one another as an offensive offender rather than a defensive one. You can't drive the car from the passenger seat. Above all else, Lakoff emphasizes awareness. Awareness is key to gaining a unified, prosperous, proactive public.