alternative hippopotamus

Note: the following is a draft for a post at OpenLeft. The final version is here.

I understand how Bernie Gordon’s Framing the Future (Berret Koehler Publishers, 2008) could be mistaken for a dozen or so other books on progressive framing. While it’s true that Lakoff’s books, or What’s the Matter with Kansas are of the same general milieu, I would approach Framing the Future in different terms.

Imagine for a moment you are one of a community of survivors after a devastating catastrophe. A once great civilization lies in partial ruins. In its capital city boulders obscure the ceremonial fountains, flooding has overtaken the main streets and boulevards, the museums and galleries are looted. Where once sat cafes now is rubble.

You’d want a How-To manual to rebuild the city. The manual should describe the tools you’ll need, how to use them, and for that matter, how not to use them. Framing the Future is such a How-To manual.

Of course, in describing a city post-disaster I mean our society, and by a catastrophe I mean the Reagan and Bush years. The tools are the means of communication we use, and the How-To’s are examples of their use.

To expand the analogy a bit I should add that the city is not being rebuilt in a vacuum; neighboring tribes are anxiously plotting to retake it, and use it for their own ends.

Who is “Framing the Future” addressed to? In the analogy I’m using it’s addressed to those who have an interest in rebuilding the city. In the language of the book, it’s those who have an interest and a platform for addressing the “persuadables.”

And who are the persuadables? We see, (p. 50):

The persuadables are normal people. Instead of fixating on the next Democratic presidential nominee, they are thinking about what to fix for dinner tonight, chores that need to be done next weekend, and how to pay for the kid’s braces next year. Just by reading this book (or by writing it), we’re singling ourselves out as oddballs.

I’m not sure I’d describe myself as an “oddball.” At least I’d prefer the term “lovably eccentric.” I think what we’re talking about is those who have an interest in society, and to making this a better world. In whatever form that works for them. To the extent that makes some of us less inclined to watch American Idol, and more inclined to discuss political books- or for that matter go to Drinking Liberally- then so be it. As Henry David Thoreau so ably put it: “If a man does not keep pace with his companions, perhaps it is because he hears a different drummer.”

Framing the Future is a How-To book to thumb through as we enter the high-stakes 2008 presidential campaign. Bernie Horn’s prescription is: “A political campaign is not the place to educate voters- it’s the place to persuade them. ”

To the end of persuading voters Horn introduces these rules: (p. 94)

The first rule is focus on the value not the public policy. Emphasize the value of freedom when government action would violate individual rights, opportunity when government should act as a referee, and security when government should be a protector.

Second, move from an invocation of the value to a quick explanation of the specific policy. No long lists of facts. No heavy use of statistics. Use facts to illustrate, not overshadow, your argument.

To this he adds: (p. 97) “There is one other thing to remember about one-on-one persuasion: listen carefully.” I’ve been dying to say that for years.

From this follows a series of examples of language that works, along with language that doesn’t. It’s reminiscent of Frank Luntz’s work, but acts as more of antidote to right wing use of political language.

Indeed, here it’s useful to remember that we work to rebuild the city not in a vacuum, but as the mongrel hordes are preparing to invade. There is nothing innocent or naieve in Luntz or Rove’s use of language. It was just what Orwell was trying to warn us about. As Horn writes: (p. 89)

But Orwell was expressing more than his disgust when war is called peace, and lies are called truth. He was saying that language itself can become a tool of evil by changing how people think.

Finally, Framing the Future is written with the netroots in mind: (p. 143)

In just the last few years, the Internet has changed politics- a lot. Websites, blogs, videos, and online magazines have reshaped campaigns and causes. They have transformed political fundraising and grassroots mobilization. They have exposed political lies and hypocrisies. But most important, they have shifted some message framing power from the tiny group of insiders who have always called the political shots to the activists at large. And that’s great, because politics is too important to be left to the professionals in Washington.

Bernie Horn will be appearing at the DC chapter of Drinking Liberally on Thursday, February 21, Happy Hour begins at 6:30. Discussion and book signing begin at 7:30 pm. Timberlake’s Restaurant is located at 1726 Connecticut Ave NW (Dupont Circle Metro).