Monday, January 16, 2017
Words of Wisdom
As I've been struggling to understand how so many voters -- not the majority, we need to keep repeating -- but a lot, could have possibly thought it was in their interest or the world's to make a malignant narcissist, raging idiot and bigot president of the United States, along comes George Lakoff to remind us of how electoral politics really works.
I have noted that most voters have little understanding of public policy. I'm a particularly rational type of person. I try to collect information and work out the logic of problems. I study public policy the way academics do, because that's what I am. But few people have the time or inclination to do that. People live in constructed worlds, what Lakoff calls frames. Any information that doesn't fit in the frame will be ignored, disbelieved, or dismissed as anomalous.
What he is a bit less explicit about, but I believe he would agree with this formulation, is that the frames are built out of words. There are images in there as well but Lakoff focuses mostly on language. The words connect with each other in a web of presumptive causal and affinal relationships, and they have positive and negative connotations. Lakoff also says that frames contain value systems, and he sees a divide in U.S. (and possibly other countries') political culture between a system based on the view of the family as nurturant, and a contrasting view of the family as authoritarian. The family is our fundamental metaphor for the organization of society at higher levels, so these views of the family shape people's political allegiances.
Conservative political activists understand all this better than liberals because they study business and marketing in college, while we're off studying history and biology and useless stuff like that. Marketers know how to reach people, and they are totally amoral. Sell the sizzle, not the steak, the saying goes. Buy this car and you'll get a hot girlfriend. Drink this beer and you'll be a fascinating person. Vote Trump and win, win, win!
We need to learn these lessons. Elections are not machinery for turning people's self-interest into policy. If they were, the self-interest of 5% or less of the population would not continually prevail. We need to get a bit cynical, I think, and start talking to people in their own language.
Anyway, read Lakoff.