Reading the recent discussion on fdl about branding, messaging, and related subjects reminds me how many thoughtful people are working to help the progressive majority retake control of our nation.
I grew up in California, and I've lived most of my life here. I've seen the destruction left behind when a genial smiling fellow with twinkling eyes told jokes and (usually invented) tales crafted to touch on basic memes of great power.
Reagan's "welfare queen with a Cadillac" tale became an article of faith despite the fact it was a complete fabrication because it touched an odious and vile stereotype based in the nation's deep-seated racism.
The meme of racism is evil and indefensible, and I deplore those who use it.
Other older and more powerful memes are far more palatable - and surprisingly relevant.
But why memes? Why won't talking points and reasoned debates suffice? Why not appear to our higher cognitive selves, rather than our more primitive bestial selves?
Um, two reasons:
(1) Fact based explanations/descriptions lose to emotionally powerful stories. Stories have characters - other primates we primates can identify with. Fact based explanations have lifeless data. We primates would rather watch the other primates (or listen to stories about them) than read books with data.
(Those who assert otherwise may wish to consult current advertising rates for "news" vs. "entertainment" programs....or just try teaching medicine to very bright medical students. The "case-based" teaching invites questions - the "textbook" recitations induce slumber.)
(2) Er...as we are animals, we have "bestial selves" (what us docs call "the body"). Our bodies are thoughtfully equipped with all sorts of squishy bits like hearts and lungs and adrenal glands and skeletal muscles and sphincters and all sorts of other parts that respond differently depending upon whether we or scared or happy.
(No, this piece isn't about THAT sort of happy .)
Because of our critter selves, we respond to information (good news or bad news) with physiologic responses like changes in heart rate, respiratory rate, muscular tension. Our state of physical being (running fast vs stretched out on the beach) helps determine the emotional state we assign to an experience.
Most critically, our emotional state has immense impact upon the meaning - the subjective component - we associate with a given piece of cognitive information.
(Running to the arms of your beloved - anticipate pleasure = feel happy.
Running from arms and teeth of chimpanzees - anticipate being killed = feel scared.
To those gentle readers for whom running to beloved = running to chimpanzees, I support you in the pursuit of couples therapy and/or veterinary assistance.)
So who cares and what does this have to do with memes and messaging?
Well, part of our hard-wiring ensures that a very strong emotional state will divert us from the cognitive sphere in which we are most apt to manipulate abstract hunks of fact and data.
Our evolution rewards the organisms who stay alive long enough for successful creation of progeny. Finding fun stuff (food and sex) is necessary over the long term (say today or this week). Avoiding really bad stuff (like getting killed) is absolutely essential every moment in order to maintain a future for one's gametes.
This rather forbidding bit of "back story" helps illustrate why our emotional hard wiring is quite good at responding with fear, anger, derision, and other uncomfortable subjective responses to new stimuli.
This back story also helps to explain why these strong basic "distress" emotions have the capacity to divert us out of "thinking" mode.
Running humans are harder to eat than standing humans.
We progressives have a very appealing, altruistic message which incorporates:
- respect for working people and families (home and next generation)
- support for working mothers (hearth and babies)
- support for local communities ("small-town America")
- support for small business against corporate predators ("support the American dream")
- preservation of Social Security (we love grandparents!)
- care for the weakest among us (look - we take heed of Christ's teachings with welfare)
- care for the sick (we take heed of Christ's teachings with Medicare and Medi-cal)
- the right to safe and clean air, water, food, and homes (we protect the weak and future generations)
- defeating fascism (FDR and Truman and the "Greatest generation" - all squarely in the context of the foregoing memescape).
Despite - really because of - that powerful and compelling message, the most powerful economic forces on the planet have found they cannot win a fact-based debate.
Ever since Goldwater's loss in 1964, the deepest pockets have been paying compliant, clever minds to craft tools of mass manipulation.
Those tools include the highly emotive echo chambers of talk radio and similar meme factories.
We talk policy, they wave racist pictures of convicted felons, and we lose.
Now I'm hearing about a message of "competence".
Take it from a competent nerd: people don't get excited about you because you have mastered facts and skills.
People remember stories, not data.
We have been given the great gift of not one but two stories, each of which carries a separate powerful meme:
"Incompetent selfish rich bastard"
(Cheney can't even shoot right with a hired hunt and a $28,000 Italian shotgun. Yep, we're jest good ol' boys out for a hunt. With the US Ambassador to Switzerland).
"Dangerous arrogant rich bastard"
(err- for explanation, see fdl from the last several days)
These memes have deep roots, a long cultural history, and connect to very primal emotions.
I look forward to the time when affirming progressive values provide the implicit frame work for any political debate and we are all faced with the happy task of finding a way to convey messages based on appeal to our best qualities.
February of 2006 is not that time, and we face the unhappy task of defending the Constitution, nation, and biosphere from an Administration publicly devoted to the overthrow of Constitutional government and the few remaining checks on corporate power.
Dick Cheney's lethal mix of suspicion, secrecy, greed, and arrogance has been the recipe for the catastrophic fare Bush has cooked up and pushed at us over the last six years.
Public response and interest to Cheney's "shooting accident" - an outside the Beltway story with easily recognized themes and a villain - is forcing the media which to stay on focused on Cheney's faults.
As Rummy would say, that's a target-rich environment.
After years of fact-based messaging which stoked the wonks, satisfied all of the Dems' interest groups, were utterly inoffensive and were perfect in every respect except for utterly lacking efficacy - after years of that, I'm celebrating the current wave of jokes and contempt now affixed to "Brand Cheney".
If the dangerous incompetent rich bastard meme was powerful enough to force King John to sign the Magna Carta, let's use it to stop the idiot Prince George from tearing up the Carta and the Constitution.
Then we can use the dangerous incompetent rich bastard meme and the visceral contempt and disgust it fuels to tear up the documents we don't give a damn about - the tyrannical laws which gut our Constitution and the corrupt regulations enabling corporations to loot our nation and poison and sicken us and future generations.
I look forward to altruism, but I also look forward to the sort of winning campaign built on powerful progressive memes.
Enough messaging for wonks and consultants. Enough messaging.
Let's sit down and start telling stories.