Think Progress

Luntz Watch: 9/11, The Perfect Distraction

[Influential conservative strategist Frank Luntz has produced a 160-page playbook to advance the right-wing agenda. Think Progress cuts through the spin and gives you the tools you need to fight back. Check here for updates throughout the week.]

In his memo on how to manipulate American perception on the economy, right-wing spinmeister Frank Luntz advises conservatives to “resist the temptation’ to use facts and figures about the economy. (You know, all those pesky statistics about lower wages, unemployment, skyrocketing deficits, etc.) Instead, he advises, you can’t go wrong if you continuosly remind people about the terrorist attacks of 9/11. “This is the context that explains and justifies why we have $500 billion deficits, why the stock market tanked, why unemployment climbed to 6%.”

Oh, yes, he advises preying on the emotions tied to the terrorist attacks to distract Americans from the truth about the economy, writing, “Much of the public anger can be immediately pacified if they are reminded that we would not be in this situation today if 9/11 had not happened.” It’s also an easy way to get President Bush off the hook: Luntz points out that convincing people that the struggling economy is a consequence of 9/11 (as opposed to, say, Bush’s tax cuts for the wealthy) will convince people “it is unfair to blame the current political leadership”

Finally, Luntz advises, 9/11 is the perfect way to dodge responsibility for sinking the country in red ink. In a section headed “Without the context of 9-11, you will be blamed for the deficit,” he points out “supporters are inherently turned off to the idea of fiscal irresponsibility.” The best way to counter that fact? “The trick then is to contextualize the deficit inside of 9/11.”



101 Responses to “Luntz Watch: 9/11, The Perfect Distraction”

  1. Andros says:

    It would make lot of sense for me personally to be a conservative! Why? Because, I could have a better paying job, could be loose with the facts, don’t have to do any research but just repeat a few axioms, and even be more famous by attracting the criticism of the liberals (which would further establish me on the conservative side) no matter how ridiculous my arguments would be.
    If I’ve learned something since Bush took over is that failure is rewarded as long as you’re loyal to the conservative mantra–that’s the only qualification. Why did I waste so much time in education and in trying to dig up the facts and be responsible?
    OK, where do I apply now?

    PS>Do you think the public cares or is truly interested in the fights within the media? Maybe I’m wrong, but I’ve asked many, many “ordinary” people here in the NYC metro area, “Who’s Ganon/Guckert?” and most had never heard of his name(s)!!


  2. Assamite says:

    In other words, it’s nothing we don’t already know.


  3. Russell Novkov says:

    If it wasn’t for 9/11 we would not be in this mess.


  4. Regina Porto says:

    I can easily understand the wealthy’s motives for voting for right wing conservatives. They feel entitled to keep all or most of the money they make, usually off the backs of the middle and lower classes. What I just find so hard to understand is the lack of judgement on the part of the middle and lower classes in today’s climate. Why can’t they see through the smokescreen of 9/11? We need to feed and clothe our families, take care of our elderly and challenged people and run the country in line with a human rights doctrine. The middle and lower classes have been steadily losing ground since the right wing Republicans have taken over. We need some moderation, at minimum, so that we can put our people in need back to work at decent wages. People need to stop voting on their neighbors private rights and invisible weapons of mass destruction and start voting for a stronger America that can put all of its citizens who can or desire to work back to work at decent wages. Wake up America! This economic climate is not our fault; it is the direct result of faulty politics by the current leading party, namely conservative Republicans. Vote for people who will back keeping Social Security solvent, who will fight to keep and make jobs for Americans, who will protect the elderly and the innocent and who will help to improve our relationships with foreign nations. Please, middle classes, lower classes, we are bleeding to death. Stop the bleeding; vote wisely and humanely.


  5. Savantster says:

    We live in a society where (unfortunately) -most- people seem to be getting more and more ingorant and self-involved. They would rather play video games, watch TV (not news) and movies, and otherwise burry their heads in the sand. As unbelievable as it may be, I saw an episode of Street Smarts the other day where the entire show was based on ONE question.. how many states in the US.. even a retired school teacher got it wrong. When the bulk of the public can’t even be bothered to know we have 50 stats in this union, how can they be expected to care about (or even be capable of understanding) politics or see past the lies spread by the rich? The neo-cons tell bold face lies and the masses don’t care to check into it. They hear “Bush wants to give YOU a tax cut”, but never see that only the top 1% of the wealth get’s “real” breaks. They don’t see that people making over $1.5 mil are the ones that ‘really’ benifit, they just hear they might get $200 and think “woo! sweet, a new x-box!”, never knowing that the very rich are going “woo! sweet, a new Lexus!”

    Ignorance is bliss, and there are a LOT of happy people in this country.


  6. Moonchylde says:

    Ignorance is bliss, and there are a LOT of happy people in this country.

    Here here! Seconded and it should be a bumper sticker. ;)


  7. Karen says:

    It is becoming increasingly important that we fight this willfull ignorance on the part of the public and also challenge the Republicans’ disinformation campaign and their war against the American people.

    By using the tactics of fear, playing their “terrorist trump card” and by linking economic issues that benefit their wealthy corporate cronies with the culture wars, they are spreading deliberate misinformation. Their latest assault, as covered in yesterday’s and today’s New York Times is to discredit the AARP for that venerable organization’s opposition to Social Security privatization.

    Republican-backed organizations, like USA Next, are running ads to try to portray AARP as anti-military and pro gay marriage in order to attack AARP’s credibility. They know that AARP is a well respected organization that looks out for the rights, not just of seniors, but of all Americans.

    The final irony is that so many of AARP’s members are still those people who are part of the World War II “Greatest Generation.” They are the veterans and their wives who kept us safe from Nazism and built the strength and economic prosperity of our nation. We owe them our debt of gratitude not the ungrateful smears of rightwingers hellbent on destroying the fabric of America’s retirement safety net.

    Some of those involved in this smear ad campaign are the same people who created the anti-Kerry Swiftboat ads. This was reported yesterday by http://www.nytimes.com/2005/02/24/opinion/24dowd.html> Maureen Dowd and today by Paul Krugman, in the New York Times.

    People like the Swifties and Frank Luntz are the enemies of normal Americans. They are our enemies because they spread lies. If you think your cause is truly just, you don’t have to lie about it.

    The fact that Republicans are being advised to lie and to spread disinformation and fear is an open admission that they know that what they are doing is wrong for America.


  8. Karen says:

    Sorry, one of my links for the above post was bad. http://www.nytimes.com/2005/02/24/opinion/24dowd.html>Maureen Dowd’s article is so good that at the risk of annoying readers, I’m going to retry to post that link. My sincerest apologies to all the readers out there for any inconvenience and I hope that this attempt works better.


  9. Ragan says:

    I would like to know who this large middle class is that feels the current economy is a good one. I have looked around and find that all those who like to think they are middle class are actually lower class. Let someone print the guidelines for the classes and watch all those poor deluded souls do a double take and realize they are standing in the wrong line.


  10. Kyle says:

    It’s very frightening to look at this countries citizens, some of whom don’t even recognize some of the most blatant attempts to disenfrachise the poor/uneducated. Who has all the education/tax knowledge/investment knowledge? The answer in itself points to the rich because the rich have the most tax knowledge and investment know-how to create a nest egg for their future in privatized social security accounts. President Bush’s State of the Union Address was just another example of this same evidence how the neo-cons are able to convince the masses of things they have less knowledge of. I wonder how many people were evn watching that speech, and if so, decided to think about what that meant for them? But this memo comes as no surprise as it can be seen in any agency attempting to get something done. Why would any competent person argue about what they are weak at? I’m sure liberals make sure to avoid issues that are not productive thier needs. In the end it comes down to the, as said before, ignorance of the people of the country. And then of course the weak and poor are normally the least educated. So then the consevatives get away with policy change and the poor get poorer, less educated, and the rich get richer. O well, thus is the outcome of our economic system, of which I can’t find any better. There is nothing to do but hope for people to open their eyes. Unfortunately, some people don’t because, as said before, people get stuff. “Things” have become the opiate of the masses, and as long as they are high on “stuff”, they won’t see how little what they have is compared to what they could have.
    Ironic that the changing of a political climate would be the result of laziness and not revolution.
    O well, there’s my rant.


  11. Greg says:

    Savantster wraps it up pretty good. Americans are ignorant. Out of 10 random people on the street you won’t find 5 that know what a Euro is or what it means to them. And healthcare? Don’t waste your time talking to conservative middle America. They don’t pay the costs directly their employers do, they don’t have a clue. Inflation? might as well talk rocket science to your 3 year old grandchild. Balance of trade? You’ve got to be kidding!
    Only the educated will survive the Bush agenda. You don’t have to be wealthy to be educated and you don’t have to have attended college to be smart but you can’t be ignorant. Ignorance is a choice and middle America has made that choice.
    Good Luck middle America, I’ll see you from the top. Keep buying those XBox’s it helps my bottom line.


  12. Michael Ranellone says:

    This is a complete outrage! How can thickheaded Republicans eat this crap? It takes away the trust that America is supposed to have. It’s basically saying “The best way to win is to lie to the people.” Need we remind everyone that 9/11 and Saddam Hussein were NEVER connected? The sad part is that so many people think it’s “unpatriotic” to oppose the President.


  13. Jacob Alperin-Sheriff says:

    I think that the reason that many middle and lower class voters vote Republican is because they prioritize social issues over economic issues.


  14. RS Janes says:

    Unfortunately for all of us, I think it’s going to take anohter Great Depression to wake up the middle-class, as it did in the 30s. (It’s in the oven as the dollar is devalued internationally; it’s only a matter of time before one of our major overseas financiers, China or the EU most likely, sells off US currency and cuts off the spigot, and the dollar drops to a third or quarter of it’s present worth.) Of course, Luntz will probably tell Republicans to refer to the depression as an ‘economic rightsizing opportunity.’ I just hope the tar and feathers are ready for Luntz and his ilk when it all hits the fan.


  15. Tom Bregman says:

    We live in a post-materialist environment. By that I mean that classic marxist analysis does not hold true for much of the American population. In many ways people of lesser means have “transcended” the idea of class by convincing themselves (and being actively convinced by 24/7 commercial media) that they 1) have a baseline bounty of cheap and plentiful STUFF, and 2) will eventually strike it rich in some magical way (lottery, casino, insurance scam, etc) will give them even more STUFF just like the rich and famous have. Of course the folks that have plenty do subscribe to a materialist view of the world (they are really marxists w/o a deep social conscience) and understand the difference between having plenty of cheap STUFF and having real power and assets and the luxury of time and leisure. This then explains why so many folks who suffer under conservative economic ideaology support republicans against their better (read economic) interests.


  16. C. Czechowicz says:

    I find it fascinating that the Republican party hangs their hat on 9/11. When George Bush stood on the burning rubble of New York’s beloved World Trade Center, he promised that the people that knocked these building down would hear all of us soon (paraphrased). And yet to this day, he has sent hundred’s of thousands of troops into harm’s way dying and forever disfigured, and not delivered Osama Bin Ladin. The great Republican war machine still cannot deliver one man to the people of this country.

    Being able to point to an event and say it is the terrorist’s fault the country is in (economic) ruin, and then they claim to get the terrorists (which is not true) via destroying a country (Iraqi), only finally not to deliver on the promise to get the “real� terrorist, Osama Bin Ladin. They sold that to the American public. We need to do a better job selling our position, the democratic position, to the American public.


  17. Russell Novkov says:

    Bush is using his scare tactics, to pretend that Social Security is in crisis, he is just using it as an excuse to privitaze


  18. Michael Borsh says:

    While I don’t really believe that chaney and the neocons actually planned and staged 9/11,(although there are some interesting conspiracy theories on the net and the idea is clearly laid out in PNAC) I have always believed bushes polices directly led to it. Does anyone remeber that a huge chunk of his platform during his first campaign was one of strict isolationism? His whole foriegn policy was that U.S. had no business involving itself in the affairs of the Middle East, except to remain stong allies of Israel. When the towers came down, that nieve idea was gone forever, the complete 180 turnaround was inevitable. By completely blending Hussien and BinLaden into one symbolic figure, all arab/muslims were atleast on a subconsious level potential terrorists, and 9/11 became the keyword or catylist to change American psyche. By repeatedly chanting the 9/11 mantra they keep the masses shifted into terror mode and can create a rationale for any social/political/economic agenda they wish to persue, since its all linked to “the war on terror”. The only way to combat this and the ignorance of the masses is patient, subtle, and continual education. We must find new and creative ways to keep the public informed and aware of the issues until they become aware enough to realize that they have indeed been drugged, and choose to wake up. It must be starting to happen because I see (very) small signs that the mainstream media is starting to shift away from pure propoganda machine to reflecting their audiences desire for something real.


  19. Dan Smith says:

    In response to Micheal Borschs’ comment, I AGREE. I do not, however, agree with the statement he made regarding the media shifting away from the propaganda machine. Need I remind him that the media itself is big business-i.e., Bush supporters, and all mainstream news is filtered. If it weren’t, then why do we not see caskets of soldiers coming home, or why do we have to listen to the BBC to find out the invasion of Iraq killed 10000 civilians? Why during the 2004 elections didn’t the mainstream media post Bush’s driving records or make light of his many failed business attempts? But they can call Kerry a coward and belittle his distinguished war record? Completely Outrageous! As I said, mainstream media is filtered, and the media IS a propaganda machine, it always has been, and it always will be as long as corporate giants have interests in mainstream media.


  20. DON says:

    I’m playing catch-up on this story and am behind the curve. My question is: What is the provenance of this document? Under what circumstances did it get released (I assume inadvertently)? How do we know it is authentic? Thanks for any info.


  21. RS Janes says:

    Several of the posters here have made excellent analyses regarding exposing Bush’s hypocrisy and ways to counter it and expose BushCo for what it really is. Our best friend, though, may be Bush himself and the GOp, and their role as hand-puppets for corporate interests, especially Big Oil.

    Already I have heard grumbling from the middle-class about the rising gas prices and concomitant increase in the cost of everything that depends on over-the-ground transport.

    They are beginning to blame Bush and the GOP for this, as the Republicans, by gaining the majority in all three branches of government, have left no one else to blame.

    Even conservatives I know laugh at blaming the Democrats for the present state of the economy











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