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Profile: Margaret Zulick
Margaret Zulick was a participant or observer in the following events:
House Speaker Newt Gingrich (R-GA) expands on his 1990 pamphlet advising Republican candidates for office to characterize their opponents as “sick” “traitors” (see September 20, 1990). His political action committee, GOPAC, in a package given to freshmen House and Senate Republicans, includes a video, “We Are a Majority,” and an accompanying memo written by Gingrich that avows the committee is working to fulfill the requests of candidates across the country, who, according to the memo, have flooded its offices with “plaintive plea[s]” of “I wish I could speak like Newt.” The memo responds: “That takes years of practice. But, we believe that you could have a significant impact on your campaign and the way you communicate if we help a little. That is why we have created this list of words and phrases.” The memo advises candidates to “[r]ead them. Memorize as many as possible. And remember that like any tool, these words will not help if they are not used.” The list is divided into two parts: “Optimistic positive governing words and phrases to help describe your vision for the future of your community” and “Contrasting words to help you clearly define the policies and record of your opponent and the Democratic Party.” [Fairness and Accuracy in Reporting, 2/1995; Information Clearinghouse, 1996] Communications professor Margaret Zulick will later call the package “a rudimentary rhetorical handbook, providing inexperienced political speakers with a lexicon of terms that drive a wedge of distinctions between themselves and members of the opposing party. At the same time it educates them in a common language that will give evidence of their solidarity with the speaker of the House and his goals for the Republican majority.” [Zulick, 2010]
"Optimistic Positive Governing Words - The memo states: “Use the list below to help define your campaign and your vision of public service. These words can help give extra power to your message. In addition, these words help develop the positive side of the contrast you should create with your opponent, giving your community something to vote for!” The words include: activist; building; candid(ly); care(ing); challenge; change; children; choice/choose; citizen; commitment; common sense; compete; confident; conflict; control; courage; crusade; debate; dream; duty; eliminate good time in prison; empower(ment); fair; family; freedom; hard work; help; humane; incentive; initiative; lead; learn; legacy; liberty; light; listen; mobilize; moral; movement; opportunity; passionate; peace; pioneer; precious; premise; preserve; principle(d); pristine; pro- (issue): flag, children, environment, reform; prosperity; protect; proud/pride; provide; reform; rights; share; strength; success; tough; truth; unique; vision; and we/us/our.
Contrasting Words - The memo states: “Often we search hard for words to define our opponents. Sometimes we are hesitant to use contrast. Remember that creating a difference helps you. These are powerful words that can create a clear and easily understood contrast. Apply these to the opponent, their record, proposals, and their party.” The words include: abuse of power; anti- (issue); flag, family, child, jobs; betray; bizarre; bosses; bureaucracy; cheat; coercion; “compassion” is not enough; collapse(ing); consequences; corrupt; corruption; criminal rights; crisis; cynicism; decay; deeper; destroy; destructive; devour; disgrace; endanger; excuses; failure (fail); greed; hypocrisy; ideological; impose; incompetent; insecure; insensitive; intolerant; liberal; lie; limit(s); machine; mandate(s); obsolete; pathetic; patronage; permissive; attitude; pessimistic; punish; (poor…); radical; red tape; self-serving; selfish; sensationalists; shallow; shame; sick; spend(ing); stagnation; status quo; steal; taxes; they/them; threaten; traitors; unionized; urgent(cy); waste; welfare. [Fairness and Accuracy in Reporting, 2/1995; Information Clearinghouse, 1996]
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