Responding to the Conservative Propaganda Machine
Saturday 02 January 2010
by: Joe Brewer, t r u t h o u t | Op-Ed

(Photo: paparatti)
So now you've seen the power of conservative propaganda for setting America's agenda. During the November 2010 elections, we saw the annihilation of progressive ideas by the most sophisticated, deeply funded and precisely orchestrated public relations system ever concocted.
And they are preparing to take things up a notch now that they've won. The gears are well-greased and the engine is humming. Prospects are slim for President Obama and the remaining progressives in Congress. If we don't act now, 2012 will mark the end of the progressive rise to power in American politics.
Now is the time to respond with force.
We have to rally together and stop the message machine that aligns corporate wealth with the American story. The stakes are too high for us to ignore this threat any longer. Our enemy is not a party. It is a system designed to manipulate public perceptions about what it means to be American - and it is unraveling the tapestry of our culture and destroying our democracy.
I've watched the progressive leadership closely in the last five years as they have repeatedly underestimated this oppositional force and overlooked its fundamental threat to America's future. They have invested nearly all of their time and money in candidates and policies, naively thinking that rational discourse would save the day despite a mountain of evidence to the contrary. Very little has been done to build the twenty-first-century communication infrastructure we need to counter the vast network of think tanks, media outlets and cultural myths that preserve the status quo.
To give you a sense of exactly what we're up against, consider how the Tea Party movement came into being:
- A group of billionaires organized by Koch Industries came together and designed the initiative.
- Spokespeople were planted in the mainstream media to suggest that it was time for a revolution reminiscent of the founding days of our country.
- A massive media platform, including Fox News and conservative radio, spread the meme to every corner of the country.
- Seed funding was provided to organize the first rallies, all the while painting it as a "grassroots movement."
- Narratives that had been planted by conservative think tanks throughout the last forty years were evoked as "traditional values."
- Real concerns by people suffering under corporate corruption were tapped to evoke strong anger and fear.
- People came out in droves to support Tea Party candidates who were actually in cahoots with their corporate benefactors.
All of the investments have paid off. The Democratic majority in Congress is gone. President Obama has been put on the defensive. And local initiatives across the country have advanced conservative policies into law at the city, county and state levels.
Put simply, we're getting our asses kicked.
Now more than ever, we need effective governance in the various sectors, including both public and private, to save our country from collapse. Yet what we have is a deep collusion between wealthy corporatists and a significant cabal in government. Their collusion is profoundly anti-democratic and even anti-market (as demonstrated by the devastating impacts of their policies on financial markets in 2008). So what we're getting is a group of financiers who set up communication systems to manipulate public perception and drive boom-crash cycles in the economy to siphon all forms of wealth into their coffers.
We can't let this happen any longer. Now is the time to act.
Are you concerned about the future of America? Would you like to finally see the American people have a stronger footing than large corporations in our politics? Then you should invest wisely in the infrastructure that is capable of elevating progressive ideas so that they can dominate public discourse. Stop dumping all your money and time into reactive campaigns to save progressive policy from the conservative hammer. Break out of the election cycle mold and build for the long haul. And start being strategically proactive by targeting the source of power our opposition holds – the conservative worldview.
When I was a fellow of the now-defunct Rockridge Institute, I saw the potential for decisive strategic action that reframes political debate. It was painful to watch progressive philanthropists turn their backs on this foundational work and pour all their money into the 2008 campaign. What would have happened if they had instead pooled a few million dollars to invest in the design of a communication framework that brings coherence to the progressive vision? How might this year's election have been different if progressives across the country were taught how to deconstruct conservative stories and challenge them in a manner that fundamentally weakens their influence?
It's getting late in the game and our side is way behind. Our only chance for a comeback is to respond directly to the conservative propaganda machine. Right now we don't have adequate capacity for getting our messages out to the public, and we rely too heavily on outdated tactics that repeatedly fail in the face of such a powerful opposition.
We have to be smart. We have to be organized. And we have to be strategic. It's now or never.
Are you with me?

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Comments
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But what can we do when half
Sun, 01/02/2011 - 12:19 — Katherine Calkin (not verified)But what can we do when half the Congress on "our side" has sold out to the oligarchy?
These gop folks are stills
Sun, 01/02/2011 - 13:05 — thayer (not verified)These gop folks are stills for the new fascist.let's start there.
"President Obama has been
Sun, 01/02/2011 - 13:20 — Anonymous (not verified)"President Obama has been put on the defensive."
I can't believe you dropped this little piece of Centrist Propaganda shit.
How dare you! Obama is in the driver's seat and driving just as he intended to even before his election.
For Christ's sake, wake up!
1. Don't call it the
Sun, 01/02/2011 - 13:31 — Anonymous (not verified)1. Don't call it the conservative media, that's part of their deception. Call it the corporate media.
2. Don't call Obama a progressive, that's part of their deception. Call him a corporate stooge.
....by doing what?
Sun, 01/02/2011 - 14:05 — amadeus482000 (not verified)....by doing what?
I have to agree with
Sun, 01/02/2011 - 14:12 — Garry (not verified)I have to agree with Anonymous at Sun, 01/02/2011 - 18:20. Obama is part of the problem, not part of the solution. In fact, most politicians are paid representatives of the corporate oligarchy, regardless of which party they belong to. Obama got his campaign money from the banksters, and appointed banksters like Geithner to positions in government. Monsanto doesn't care which party is in power, they buy candidates on both sides to cover their bets. And so it goes.
Start local, build from the ground up. Don't consume, take your money out of big banks and put it into local credit unions, form local food co-ops, trade and recycle, get your news online and not from the corporate owned MSM propaganda machine... You get the idea!
We have to stop thinking we
Sun, 01/02/2011 - 14:24 — Anonymous (not verified)We have to stop thinking we can explain the facts to the other side, that will win the day. Conservatives have their own set of facts from Fox News and conservative talk radio. Liberals have to speak to the middle and not get in engaged in the "we found crazy tea party saying something stupid" game. They don't CARE about saying something stupid. They operate on their own set of facts. They've been conditioned to know with certainty that facts from elsewhere are not to be trusted. Speak with strength to the middle and stop thinking engaging the right will produce a "win".
I've had similar thoughts
Sun, 01/02/2011 - 14:30 — R. U. Cyrious (not verified)I've had similar thoughts about helping to get the left organized. The GOP PR machine seems to find language to use that plants ideas in the voting public's mind well in advance of elections that, even if not true, causes folks to have doubt. For example, the idea of death panels freaked our a lot of voters causing them to have doubt about the legitimacy of the proposed health care legislation.
So, why doesn't the left come up with some language that does the same for some of the players on the right. Let me suggest two phrases:
Luntz Lies! and,
Koch Suckers!
Seems fair to me.
the majority (of dems) are
Sun, 01/02/2011 - 14:44 — Anonymous (not verified)the majority (of dems) are corporate dems and they could not let go of their personal addictions so they did not put up the Good Fight
I suggest using the democratic Party apparatus to take back the party and get some real dems in
generational (20 year) term limits would go along way towards keeping the government more responsive to the real world w/o catastrophic upheaval
It's very difficult to build
Sun, 01/02/2011 - 14:58 — Jwa1968 (not verified)It's very difficult to build a modern communications structure when you have people on the Democratic/progressive side who'll side (now and then) with the opposition i.e. Blue Dog Democrats and independents like Lieberman.
It takes a very talented person or organization to get the ball rolling so that we can sing, for the most part, in harmony!
Obameh: Bush Stooge diving
Sun, 01/02/2011 - 15:01 — Vic Anderson (not verified)Obameh: Bush Stooge diving his getaway car, indeed and ChristMAS (Make A Stink), as ill. In a NEW Party, not including DEM, like the precedent Bush STOOGES, Billary, Gore and Kerry, John. And now, CHUMP! First, like the above, REFRAME; and then quit fighting merely for the fund of it!
Joe Brewer has been writing
Sun, 01/02/2011 - 16:22 — Anonymous (not verified)Joe Brewer has been writing putrid columns on T.O. for some time know. He lives in a tiny, insular, nonviolent, self-justifying, liberal fantasy world, one in which Obama is a frustrated progressive; who could not have done any different than he's done. It's unbelievable but true. Don't let anything he says get to you. Read his columns for a while and you'll get used to, even expect, what's to come out his mouth next.
We/someone needs to target
Sun, 01/02/2011 - 16:30 — Anonymous (not verified)We/someone needs to target small town America.....have you ever read some of the small town press? If each one of us chose a small town newspaper, and wrote consistent editorials pointing out the truth, we might get somewhere...Same goes for small radio stations...all the churchy "values" oriented small town stations...Some just buy pre-recorded crap/tapes and play them over and over....have any of you ever actually listened to them?
Most progressives live in the cities and have no idea how taken over/brainwashed the rural areas are...
Working class Americans
Sun, 01/02/2011 - 17:06 — Martian Invaders: Your Plan Is Working! (not verified)Working class Americans have always taken pride in being ignorant and stupid; more on being stupid than ignorant. Heck, many of them can't figure out personal hygiene. As always they will cut off their noses to spite their faces. I can hire half the working class to kill the other half off and then I will go attend my church because Jesus wanted me to do it and I will get special blessings for it. President shortchanged Oh Blah Blah should have stayed in some sort of city councilman's office to learn politics. The one thing the Republicans and their spineless stooges the Democrats in Congress have learned is ask for than you expect to get as you negotiate and then work things out. Our Stooge in the White House is so generous that he gives more than they ask for from him. God Bless the basketball Bubba. Save yourselves as it is the end of the Empire and who is placing bets on the next place of war.
I've been a liberal democrat
Sun, 01/02/2011 - 18:21 — Anonymous (not verified)I've been a liberal democrat all my life and proud of it. But I'm done. Obama has sold us out. Blue dog democrats have sold us out. I will never vote again. I will never spend any money on any political party again. I'm checking out. Perhaps I'm even moving away.
I know my post is not helpful. I wish I could do better.
"If we don't act now, 2012
Sun, 01/02/2011 - 19:21 — Anonymous (not verified)"If we don't act now, 2012 will mark the end of the progressive rise to power in American politics."
What "progressives" are you talking about? The ones which refuse to use their high political profile to shoot down the bad press, the ones which sold out on real reform despite having a supermajority unseen since 1928, or the ones which passed the bush tax cuts despite them polling badly left, right, and center?
Don't give me any garbage about progressives, the only progressive left is Bernie, and he's a party of one.
As for the liberal democrat posting above, I agree with you, I already have a plan laid out to exit this sinking ship of state. The question is: do we have enough time before it goes down for the last tme.
Stop griping and whining and
Sun, 01/02/2011 - 19:23 — granny (not verified)Stop griping and whining and get up and do something besides calling Obama names. Did everyone responding on this page canvass before the 2010 elections, make phone calls, contact Senators and Representatives to express concerns? If not, SHUT UP!!!
RE: Lib Dem, here here
Sun, 01/02/2011 - 19:28 — Anonymous (not verified)RE: Lib Dem,
here here
granny is hilarious, wanting
Sun, 01/02/2011 - 19:48 — Anonymous (not verified)granny is hilarious, wanting us to campaign for wolves in sheep's clothing.
I'd sooner cut off my own legs than hand them another knife and turn my back again.
This nation can burn for all I care, the idiots who continue to buy the BS shoveled to them by the propaganda machines, who shouted down the sane, can stew in their own juices.
I find it ironic that this
Sun, 01/02/2011 - 20:15 — Anonymous (not verified)I find it ironic that this site will talk about the conservative propaganda machine, then include facebook based response mechanisms.
Facebook is owned by news corp, e.g. Muroch's holding company responsible for yanking BBC from chinese airwaves, for the ministry of trut... i mean "fox news".
Clearly we should be giving them more hits and more revenue.
MySpace is owned by Murdock
Sun, 01/02/2011 - 20:49 — Anonymous (not verified)MySpace is owned by Murdock and Co. Not Facebook.
"MySpace is owned by Murdock
Sun, 01/02/2011 - 21:15 — Anonymous (not verified)"MySpace is owned by Murdock and Co. Not Facebook."
ah yes, that's right, I stand corrected
"President Obama has been
Sun, 01/02/2011 - 22:39 — Anonymous (not verified)"President Obama has been put on the defensive" my ass! His assigned role is to govern as a corporate-beholden Republicrat president that everybody hates, and after his one term, make way for an official Republican president and congress. He's doing great, no?
Progressivism was bad
Sun, 01/02/2011 - 22:58 — Falstaff (not verified)Progressivism was bad philosophy and bad policy when John Dewey invented it and Woodrow Wilson promulgated it. It produces babbling apes rather than men. Kumbaya, buddy boys. Eat quiche on the way out.
The problem with the
Mon, 01/03/2011 - 00:21 — Anonymous (not verified)The problem with the progressive movement isn't the message, or even the communication infrastructure. It's the people in the movement. Fox's ratings demolish all others combined because they know how to communicate with people. The likes of Olbermann and Maddow are far too pompous and condescending for anyone in the mainstream to care about what they say. Until progressives can learn to talk about their message without shouting empty rhetoric, and cease being the pompous asses they come off as, their message will be disregarded as nonsense. Once progressives learn how to communicate effectively to real people, their message will see more acceptance.
" Until progressives can
Mon, 01/03/2011 - 00:47 — Anonymous (not verified)" Until progressives can learn to talk about their message without shouting empty rhetoric"
There is nothing emptier than the quaint, unproven catchphrases spouted by wackjob talking heads on fox news.
The problem is the liberal side is not willing to sink to their level.
For instance, "no bailouts for billionares" makes for a lot more public support than "no tax cuts for the rich", and "pay your fair share" has a lot more impact that "tax the wealthy who can afford it".
If it can't be compressed into a sound byte, it won't compete with the "lowest common denominator" the republicans have learned to dupe and harness as slaves. I see nothing wrong with using the same tactics to set them free.
"Many of our young people,
Mon, 01/03/2011 - 00:55 — Anonymous (not verified)"Many of our young people, are so disconnected due to technological distractions that a complete corporate takeover of government could happen and they wouldn't know what hit 'em."
Oh, we are quite aware, more aware than most of the 40+ crowd gives us credit for. We are also, as a demographic, somewhere between lenin and marx on the political spectrum. We have had our common culture, which started with napster, continually criminalized, and thus concluded there is nobody out there representing us, and nobody will until millions of clueless old geezers kick the bucket. We have thus concluded the majority of western established government is a tyrrany to be circumvented, not a hopeful cause to be changed.
Obama convinced a critical mass of our generation he would represent our values, then stabbed us in the back. Good luck courting our engagement for another decade. Enjoy your fascism.
Brewer and the
Mon, 01/03/2011 - 07:28 — Anonymous (not verified)Brewer and the "Progressives," along with the unprincipled opportunists that trumpet a "progressive" agenda, want us to believe the only counter to neoconservative/neoliberal propaganda is "Progressive" propaganda…more lies.
The only thing that defeats propaganda is truth. You don't need "frames" or more fancy rhetorical bullshit trowels to promote truth. All you need is cleat voices, committed and uncorrupted by capitalism, undeterred and unwilling to accept continual capitulation to social injustice as "progress."
You can't bullshit yourself out of quicksand. You can't point-and-click your way to a revolution. If you want to stop the injustice of the corporate oligarchy, you have to stop buying what they're selling, get off your ass, and build a new reality.
12:28 +RIGHT--'you have to
Mon, 01/03/2011 - 08:12 — Anonarcmous (not verified)12:28 +RIGHT--'you have to stop buying and get off your axx..' yes!!Corporations are wealthy b/c who is buying their stuff? Stop or avoid -- minimally.Try alternatives. Talk to people around you: friends who say this has 'always worked great' and are then applying for social benefits needs to be educated. The guy with the 20-year old beatuptruck w/ brightest Rep bumperstickers. Say something--politely and civilly, but TALK. A bumpersticker is a public communication, inviting responsa.
->05:55, you are right. Learn from our mistakes, make you public servants accountable.Circumvent if you wish, but you had better do more than just that.
This is satire, right? Or is
Mon, 01/03/2011 - 11:07 — Band of the White Rose (not verified)This is satire, right? Or is it George Soros funded? If our Founding Fathers were with us today, they would foster another revolution. Progressive equals Fascist.
One thing that can happen
Mon, 01/03/2011 - 11:18 — Anonymous (not verified)One thing that can happen starts with the few Progressive politicians who even get on the TV anymore. If on the News Hour, CNN, or Fox, keep talking and don't shut up until the anchor asks you to, and then make sure to interrupt when the 'winger politician starts to lie. They've been sucking up all the air in the TV studios for years, and it's about time we Progressives start doing the same thing: catapulting the TRUTH!
And MSNBC needs to have weekend programming: how about giving some of the Pacifica Radio and Free Speech TV people shows on the weekends when Olbermann, Shultz, and Maddow are taking a break?
"The only thing that defeats
Mon, 01/03/2011 - 16:23 — Anonymous (not verified)"The only thing that defeats propaganda is truth. You don't need "frames""
And this is why YOU are losing the battle, personally.
Quick lesson learned:
If the truth requires a paragraph, and the lie is a 3 word catchphrase, guess who wins on the news?
"You can't point-and-click
Mon, 01/03/2011 - 16:28 — Anonymous (not verified)"You can't point-and-click your way to a revolution."
Really?
wikipedia "operation payback"
Talk radio runs the GOP with
Mon, 01/03/2011 - 17:23 — hrex (not verified)Talk radio runs the GOP with over 50million getting the GOP message every day all year long.
The Dems have no cheerleaders on the air in 98% of the country. Most commuters listen to it and cannot hear any opposition to the daily lies and distortions on the public airwaves. Fox news is no big deal. Beck gets 4million on TV and 9 million on the radio. We need a Fairness Doctrine on the airwaves like we had before Reagan changed it.
Then those 50+ million will hear both sides of the story and the GOP will crumble under the truth.
Mr. Lakoff came up with a
Tue, 01/04/2011 - 00:02 — GM Pierce (not verified)Mr. Lakoff came up with a catchy description of "framing". It got a lot of attention, but the one thing it did not do is teach Democrats how to sell soap.
Lakoff's ideas are true but a lot of Democrats wasted a lot of time trying to find clever ways of re-framing political issues for their own benefit. It didn't work.
It didn't work because the part of neuro-linguistics that does work was best described by a rogue movement called Neurolingistic Programming (NLP).
NLP lacked academic respectability. It was aimed at therapists, but it was also taught to the general public. Some of the people who used their techniques achieved amazing results. Others took a few classes but didn't develop the skill to do very much.
Re-framing was one of many techniques taught as part of NLP At the start, they analyzed techniques used by successful therapists and tried to build models that explained how any why these techniques worked.
A motivational sales instructor named Tony Robbins took a couple of NLP classes and then appropriated the entire concept and marketed it as his own deal.
A large number of people think that NLP is what Mr. Robbins and his followers were teaching. It wasn't.
At one point, a murder charge was filed against one of the two founders of NLP. It took a couple of years before the charges were dropped and NLP as a movement had fallen apart by that time.
NLP provided the pieces that Mr. Lakoff has largely ignored. The academic community does not want to be associated with a "cult" even if the cult provided useful theories and techniques that actually worked.
NLP was a sensory based psychology. A truncated, not completely accurate, description is that thinking consists of making pictures in your head, talking to yourself about those pictures and testing the feelings that are evoked by the pictures and the words.
This is done repetitively - like a loop in a computer program - and when the feelings are strong enough, the person exits the loop - making a decision.
These mini-programs were called "strategies" and originally, much of NLP was devoted to figuring out what strategies a person was using and figuring out how to change those strategies when they led to undesirable results.
A "frame" is a description that helps determine how someone perceives the world. It can also define the emotions that someone experiences under the circumstances defined by the "frame".
Understanding a frame is pretty much useless unless you know how to modify that frame, and that modification usually requires a skillful use of emotion.
(Several months ago, I wrote to Mr. Lakoff about these issues, but received no response.)
If you like the ideas that Mr. Lakoff presented, you might want to do your own research and find the pieces he did not provide.
"Fox news is no big deal.
Tue, 01/04/2011 - 00:15 — Anonymous (not verified)"Fox news is no big deal. Beck gets 4million on TV and 9 million on the radio"
and 40 million people ridiculing him on the internet, the media which has eclipsed both. The problem is since 2005 the corporate PR firms have begun to master information manipulation on social news sites.
Don't believe me? Use the wayback machine to look at the general political tone of slash-dot response columns to corporate agenda pieces from 2001 to 2004, then look at similar pieces from 2006 to 2010.
The classic strategy is to create gangs of "sock puppets" to create a false echo chamber, and, in the case of di-gg, act as a "burial crew".
In case you missed it the
Tue, 01/04/2011 - 02:30 — Anonymous (not verified)In case you missed it the first time around, here's a petition to the Michael Moores of our society. In hope, these well funded individuals will aid us in the media battle.
http://www.truth-out.org/an-open-letter-left-establishment65848
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