Frank Luntz is a Communications Specialist.
He takes phrases used in the public arena and—through a complex procedure—figures out a new phraseology to communicate a specific attitude towards the phrase in question, hence, hopefully, changing people’s behavior.
The current phrase he has been charged with investigating is about Obama’s “healthcare reform.” A 28 page memo was sent to the Republicans in Congress, suggesting they refer to the healthcare reform as “a Washington Takeover.”
The rest of the article questions Luntz about who he is and how he works.
To me, it seems that Frank Luntz is probably a difficult person to talk to if you are not on his side. He is a man who works with language and how it affects the listener (or reader) and does not couch his words with vagueness or subtlety crafted platitudes unless he is completely avoiding the question. When asked questions in this interview, I got the distinct sense that he was a hostile interviewee. I will also say that I believe the Interviewer was a bit hostile also.
When Luntz talked about Dick Cheney’s answer to a question about 70% of Americans disagreeing with the war, where Cheney answered “So,” Luntz stated that this monosyllabic answer was a slap in the American face. But Luntz answered a few questions of his own with “Who cares?” and “It’s not relevant.” They weren’t monosyllabic, but certainly, for a man who understands words, he would understand the intention of those answers were to force a new question.
It is important to follow a person like Frank Luntz, because he influences how words are used publicly. He is very knowledgeable and ingenious at times with the phrases he creates to change people’s perceptions of certain issues or policies. He is a staunch Republican. So. If you agree with his politics then you might see the benefits of changing the “estate tax” to be called the “death tax.” And if you disagree with his politics, then you might see deception created when “eavesdropping” is referred to as “electronic intercepts.”
The current phrase he has been charged with investigating is about Obama’s “healthcare reform.” A 28 page memo was sent to the Republicans in Congress, suggesting they refer to the healthcare reform as “a Washington Takeover.”
The rest of the article questions Luntz about who he is and how he works.
To me, it seems that Frank Luntz is probably a difficult person to talk to if you are not on his side. He is a man who works with language and how it affects the listener (or reader) and does not couch his words with vagueness or subtlety crafted platitudes unless he is completely avoiding the question. When asked questions in this interview, I got the distinct sense that he was a hostile interviewee. I will also say that I believe the Interviewer was a bit hostile also.
When Luntz talked about Dick Cheney’s answer to a question about 70% of Americans disagreeing with the war, where Cheney answered “So,” Luntz stated that this monosyllabic answer was a slap in the American face. But Luntz answered a few questions of his own with “Who cares?” and “It’s not relevant.” They weren’t monosyllabic, but certainly, for a man who understands words, he would understand the intention of those answers were to force a new question.
It is important to follow a person like Frank Luntz, because he influences how words are used publicly. He is very knowledgeable and ingenious at times with the phrases he creates to change people’s perceptions of certain issues or policies. He is a staunch Republican. So. If you agree with his politics then you might see the benefits of changing the “estate tax” to be called the “death tax.” And if you disagree with his politics, then you might see deception created when “eavesdropping” is referred to as “electronic intercepts.”
Interview by DEBORAH SOLOMON with FRANK LUNTZ
Published: May 21, 2009
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