The Motto Frank Luntz uses is “Its not what you say, It’s what people hear.” What this means to Frank Luntz is that he is not manipulating the public if they choose to believe what he says!
In his “dial sessions” Frank Luntz asks people what their deepest thoughts, feelings and emotions are about whatever issue his corporate masters want him to focus on in order to manipulate public opinion to support their radical agenda of maximizing profit at the expense of the people.
Once he discovers how we really feel about these issues, he attempts to “frame” language in such a way that will bring about support for positions favorable to those who are paying him to manipulate public perception. This is accomplished by using the feedback he receives from one focus group on another group of unsuspecting people in order to test this language to see how well it works!
Once he is confident, based on visually witnessing his manipulation tactics in action, (seen below) Frank Luntz then runs straight to the corporations, GOP, and other members of the “privileged sector” to brag about how well he did his job, and how effectively the use of certain language can be at manipulating people into supporting an agenda that is detrimental to their own well being.
The following clip is a great illustration of Frank Luntz’s dirty work in action!
Watch how excited he gets (like a kid in a candy store) when he discovers what language will work to manipulate the next batch of people with.
“This is going to work, watch. This will work.”
“I told you, the words work, the words apply to the policy, this is how were going to sell it!”
“LOOK AT THIS”, he says.
He then brags to the person interviewing him, “I will be able to walk to this electricity company on Monday and be able to say to them your policy makes sense and here is the language to explain it.”
The next step Frank Luntz takes to ensure he can effectively manipulate public opinion is to cunningly craft questions using the language that worked in the focus groups to create surveys, or polls to further test these frames. Interestingly, Vice President Joe Biden is catching on to the GOP’s use of such tactics. Vice President Biden recently gave a speech on C-span where he called out the GOP for their use of Frank Luntz style poll-tested language to sell Paul Ryan’s “path to prosperity” for the top 1% plan. After all, he says, “today’s new Republican party is fixed on one thing, additional tax cuts for the very wealthy.”
The feedback Frank Luntz receives from both the poll-tested language and focus groups are later used against the public at large through the right wing echo chamber. This is where all forces unite, so to speak, against the public, in a well-coordinated fashion to endlessly repeat (ie, echo) the latest batch of Frank Luntz “frames.” The echo chamber consists of the corporately controlled media, radical right wing talk show hosts, and members of the GOP, all of whom are ‘believers’ in this radical agenda of placing profit over people.
Since this agenda primarily benefits the “privileged sector”, or those in the top 1%, Frank “The Liar” Luntz’s services are required in order to manipulate public opinion in favor of this radical agenda by creating the perception that the status quo of income inequality is somehow good for us, despite actual evidence based research that proves the opposite. In this sense, the “frames” Frank Luntz ends up crafting are Orwellian in nature, since the exact opposite of what the frame suggests is true!
A prime example is the “liberal media” frame. In reality, a handful of corporations control the media, including what we read in newspapers, see on television (particularly Fox news), and hear and the radio (90% of which is right wing). Therefore, what we have in this country is a “corporate media” that benefits the radical right wing, not a media that is controlled by the left, which is what the Orwellian “liberal media” frame suggests.