Written by Newt Gingrich, poll tested by Frank Luntz, “Language: A Key Mechanism of Control” was distributed to Republican legislative candidates throughout the country in 1990. GOPAC, a political organization founded in 1978, provided video tapes to train Republican candidates how to run for office. The memo provides “contrasting words,” a grab bag of rebukes and insults, which can be directed at opposing candidates, and “optimistic positive governing words” to describe oneself and ones vision.

This memo comprises one element of the strategic plan Gingrich brought to Congress when he was first elected. He sought to characterize political opponents as though they were enemies, making both civil discussion and comity among law makers impossible to sustain. Gingrich openly embraced  this strategy as a means of undermining public trust in Congress and impairing the institution’s effectiveness. In this 1990 memo, he spread his divisive plan to the state and local level.

Many people, across the political spectrum, bemoan the lack of civility in our political discourse. And in survey after survey, public regard for Congress is at meager levels. Neither of these things is a result of happenstance. We did not arrive here due to an unfortunate, unforeseen turns of events. This was by design.

Here is the text of the memo (from a Wake Forest University archive):

As you know, one of the key points in the GOPAC tapes is that “language matters.” In the video “We are a Majority,” Language is listed as a key mechanism of control used by a majority party, along with Agenda, Rules, Attitude and Learning. As the tapes have been used at intraining sessions across the country and mailed to candidates we have heard a plaintive plea: “I wish I could speak like Newt.”

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.

This list is prepared so that you might have a directory of words to use in writing literature and mail, in preparing speeches, and in producing electronic media. The words and phrases are powerful. Read them. Memorize as many as possible. And remember that like any tool, these words will not help if they are not used.

While the list could be the size of the latest “College Edition” dictionary, we have attempted to keep it small enough to be readily useful yet large enough to be broadly functional. The list is divided into two sections: Optimistic Pos[i]tive Governing words and phrases to help describe your vision for the future of your community (your message) and Contrasting words to help you clearly define the policies and record of your opponent and the Democratic party.

While the list could be the size of the latest “College Edition” dictionary, we have attempted to keep it small enough to be readily useful yet large enough to be broadly functional. The list is divided into two sections: Optimistic Pos[i]tive Governing words and phrases to help describe your vision for the future of your community (your message) and Contrasting words to help you clearly define the policies and record of your opponent and the Democratic party.

Please let us know if you have any other suggestions or additions. We would also like to know how you use the list. Call us at GOPAC or write with your suggestions and comments. We may include them in the next tape mailing so that others can benefit from your knowledge and experience.

Optimistic Positive Governing Words

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 pos[i]tive side of the contrast you should create with your opponent, giving your community something to vote for!

share, change, opportunity, legacy, challenge, control, truth, moral, courage, reform, prosperity, crusade, movement, children, family, debate, compete, active(ly), we/us/our, candid(ly), humane, pristine, provide, liberty, commitment, principle(d), unique, duty, precious, premise, care(ing), tough, listen, learn, help, lead, vision, success, empower(ment), citizen, activist, mobilize, conflict, light, dream, freedom, peace, rights, pioneer, proud/pride, building, preserve, pro-(issue): flag, children, environment; reform, workfare, eliminate good-time in prison, strength, choice/choose, fair, protect, confident, incentive, hard work, initiative, common sense, passionate

Contrasting Words

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.

decay, failure (fail) collapse(ing) deeper, crisis, urgent(cy), destructive, destroy, sick, pathetic, lie, liberal, they/them, unionized bureaucracy, “compassion” is not enough, betray, consequences, limit(s), shallow, traitors, sensationalists, endanger, coercion, hypocricy, radical, threaten, devour, waste, corruption, incompetent, permissive attitude, destructive, impose, self-serving, greed, ideological, insecure, anti-(issue): flag, family, child, jobs; pessimistic, excuses, intolerant, stagnation, welfare, corrupt, selfish, insensitive, status quo, mandate(s) taxes, spend (ing) shame, disgrace, punish (poor…) bizarre, cynicism, cheat, steal, abuse of power, machine, bosses, obsolete, criminal rights, red tape, patronage.

(End of memo text.)

Image (of pages one and three) from Internet Archive, which is also displays all four pages of the memo.