The LUNTZ Document

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The LUNTZ Document

Postby Masato » Mon Jul 09, 2018 10:01 pm

The LUNTZ document is an Israeli PR directive to Israeli and US media re; how to handle news about the Israel/Palestine conflict. What words to use, what rhetoric to imply, strategies to steer the conversation in desired directions.



https://electronicintifada.net/content/ ... ublic/4540

Leaked document exposes pro-Israel lobby’s manipulation of US public


More than any single person in the U.S., Frank Luntz has been responsible for teaching thousands of eager warriors for the Israeli government how to sell human rights violations and settlement expansion to increasingly dubious audiences.

Here is the guy. He looks young, Israeli-US media propaganda strategy for sure pre-dates this guy.

But his specific report is interesting confirmation, and you can see by the video how much of a soulless cunt he is, lol


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Postby Masato » Mon Jul 09, 2018 10:06 pm

Here is another report from this Luntz guy's company.... not specifically about Israel but of host of other topics

This is like NLP stuff (neuro-linguistic programming), using specific words and phrases to manipulate your audience and lead their thoughts around to unnatural conclusions:

[spoiler]
Frank Luntz Republican Playbook

PART X "APPENDIX: THE 14 WORDS NEVER TO USE"

In the tenth and final installment of the text version of the Luntz Republican playbook, Frank
warns conservatives of the 14 words they should never, ever use -- and then graciously provides
'proper' alternatives.

PAGE 156 ---

APPENDIX: THE 14 WORDS NEVER TO USE

Sometimes it is not what you say that matters but what you don’t say. Other times a single word
or phrase can undermine or destroy the credibility of a paragraph or entire presentation. This
memo was originally prepared exclusively for Congressional spouses because they are your eyes
and ears, a one-person reality check and truth squad combined. However, by popular demand, I
have included and expanded that document because effectively communicating requires you to
STOP saying words and phrases that undermine your ability to educate the American people.
So from today forward, YOU are the language police. From today forward, these are the words
never to say again.

1. Government - Washington

NEVER SAY: Government
INSTEAD SAY: Washington

The fact is, most Americans appreciate their local government that picks up their trash, cleans
their streets, and provides police and transportation services. Washington is the problem. Remind
voters again and again about Washington spending, Washington waste, Washington taxation,
Washington bureaucracy, Washington rules and Washington regulations. Then remind voters
that if Washington created this mess, it is
Washington’s responsibility to fix it. "If we expect to succee4 we must look to ourselves and not
to Washington to raise our kids, start our businesses and improve our day-to-day lives." If you
must talk about government, use the context defined by President Bush: "Government should
help people improve their lives) not try to run their lives.

2. Privatization/Private Accounts - Personalization/Personal Accounts

NEVER SAY: Privatization/Private Accounts
INSTEAD SAY: Personalization/Personal Accounts

Many more Americans would "personalize" Social Security than "privatize" it. In fact, two-thirds
of America want to personalize Social Security while only one-third would privatize it. Why?
Personalizing Social Security suggests ownership and control over your retirement savings,
while privatizing it suggests a profit motive and winners and losers, BANISH PRIVATIZATION
FROM YOUR LEXICON.

PAGE 157 ---

3 Tax Reform - Tax Simplification

NEVER SAY: Tax Reform
INSTEAD SAY: Tax Simplification

While a majority of Americans are generally in favor of tax reform, one-third of the population
fears that they would end up paying more in taxes if the tax code was in fact reformed. However,
almost all Americans believe they would personally benefit from a tax code that was simplified -
- in terms of money they owe, time they spend and anxiety about the IRS. When more
Americans fear the IRS than root-canal surgery, something should be done to simplify the tax
code.

4. Inheritance/Estate Tax - The Death Tax

NEVER SAY: Inheritance/Estate Tax
INSTEAD SAY: The Death Tax

While a sizeable 68% of America thinks the Inheritance/Estate Tax is unfair, fully 78% think that
the Death Tax is unfair. And while a narrow majority would repeal the inheritance/estate tax, an
overwhelming majority would repeal the death tax. If you want to kill the estate tax, call it a
death tax.

5. A Global Economy/Globalization/Capitalism - Free Market Economy

NEVER SAY: Global Economy/Globalization/Capitalism
INSTEAD SAY: Free Market Economy

More Americans are afraid of the principle of globalization than even privatization. The reason?
Globalization represents something big, something distant and something foreiwi. it.s the same
reason why Americans like their local government but dislike Washington -- the closer you are,
the more control you have. So instead of talking about the principles of globalization, instead
emphasize "the value and benefits of a free market economy." Similarly, capitalism reminds
people of harsh economic competition that yields losers as well as winners. Conversely, the free
market economy provides opportunity to all and allows everyone to succeed.

6. Outsourcing - Taxation, Regulation, Litigation, Innovation, Education

NEVER SAY: Outsourcing
INSTEAD SAY: Taxation, Regulation, Litigation, Innovation, Education

When you use the words of your oppositions you are basically accepting their definition and
therefore their conclusion. We should NEVER use the word outsourcing because we will then be
asked to defend or end the practice of allowing companies to ship American jobs overseas.
Rather, we should talk about the "root cause" why any company would not want to hire "the best
workers in the world." And the answer: "over-taxation, over-regulation, too much litigation, and
not enough innovation or quality education." Because it rhymes, it will be remembered.

PAGE 158 ---

7. Undocumented Workers - Illegal Aliens

NEVER SAY: Undocumented Workers
INSTEAD SAY: Illegal Aliens

The Dems have adopted the phrase "undocumented worker" but you shouldn’t. Call them exactly
what they are. In fact, instead of addressing "immigration reform, "which polarizes Americans,
you should be talking about "border security" issues. Securing our borders and our people has
universal support.

8. Foreign Trade - International Trade

NEVER SAY: Foreign Trade
INSTEAD SAY: International Trade

For many reasons unrelated to this issue, the word "foreign" conjures up negative images.
Americans simply don’t like "foreign oil," or "foreign products" or "foreign nationals."
International is a more positive concept than either foreign or global.

9. Drilling for oil - Exploring for energy

NEVER SAY: Drilling for oil
INSTEAD SAY: Exploring for energy

It’s the picture people paint in their minds, the difference between an old-fashioned oilrig that
gushes up black goop vs. 21st Century technology and innovation that provides us the ability to
heat our homes and drive our cars. When you talk about energy, use words like "responsible" and
"balanced" and always address your concern for the environment.

10. Tort Reform - Lawsuit Abuse Reform

NEVER SAY: Tort Reform
INSTEAD SAY: Lawsuit Abuse Reform

The term "tort" has very little meaning to the average American, and at best reminds one of a
French pastry. "Lawsuit Abuse" is something most Americans understand and resent. If you
really want to make your case, add the word "frivolous."

11. Trial Lawyer - Personal Injury Lawyer

NEVER SAY: Trial Lawyer
INSTEAD SAY: Personal Injury Lawyer

It is hard to distrust a trial lawyer because we see them portrayed so favorably on L.A. Law and
Law & Order. But personal injury lawyers, also known as ambulance chasers, remind people of
those annoying, harassing commercials we see at 1:00 am cajoling us to sue someone. If you
want to get the frill bang for the buck, call them "predatory personal injury lawyers."

PAGE 159 ---
12. Corporate Transparency - Corporate Accountability

NEVER SAY: Corporate Transparency
INSTEAD SAY: Corporate Accountability

I constantly hear the need for "transparency" coming from members of the financial services
industry as well as Members of Congress. But if you asked the American people, corporate
accountability is a much higher priority. The fact is, a majority of Americans can’t even explain
what transparency actually means. But everyone understands and demands accountability from
all sectors of the economy ... and the government.

13. School Choice - Parental Choice/Equal Opportunity in Education

NEVER SAY: School Choice
INSTEAD SAY: Parental Choice/Equal Opportunity in Education

Americans are still evenly split over whether they support "school choice" in America’s schools.
But they are heavily in favor of "giving parents the right to choose the schools that are right for
their children," and there is almost universal support for "equal opportunity in education." So
frame the issue right and you get the support you need.

14. Healthcare "Choice” - "The Right to Choose"

NEVER SAY: Healthcare "Choice”
INSTEAD SAY: "The Right to Choose"

This is an important nuance so often lost on political officials. Almost all Americans want "the
right to choose the healthcare plan, hospital, doctor and prescription drug plan that is best for
them," but far fewer Americans actually want to make that choice. In fact the older you get, the
less eager you are to have a wide range of choices. One reason why the prescription drug card
earned only qualified public support was that it offered too many choices and therefore created
too much confusion for too many senior citizens.

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Postby Masato » Mon Jul 09, 2018 10:07 pm

for example:

NEVER SAY: Drilling for oil
INSTEAD SAY: Exploring for energy


Politics is nothing but a massive science of how to lie, twist words, fool the public, hide your true intentions.

Anytime you hear a politician speaking, be sure they have been trained to some degree in this kind of speech

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Postby Masato » Mon Jul 09, 2018 10:08 pm

Through this rabbit hole I learned a new word:

HASBARA


...which basically means "public relations efforts to disseminate abroad positive information or propaganda about the State of Israel and its actions."


This Luntz fellow apparently is a current guru of Hasbara

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Postby Masato » Mon Jul 09, 2018 10:15 pm

More on the Luntz Document;

Apparently it was LEAKED!:

https://www.richardsilverstein.com/2009 ... k-exposed/

The Israel Project’s Secret Hasbara Handbook Exposed

Imagine for a moment you’re a general about to embark on a decisive military campaign and your intelligence service secures a copy of your opponent’s entire campaign strategy. You open it and you see his battle plans laid out before you, key forces, weaponry, lines of attack, points of weaknesses, etc. You suddenly understand just how weak his forces are and precisely how to mercilessly attack and eviscerate him. The plan makes you understand that his forces are largely based on artifice and sham. It gives you confidence that you are entirely on the right course and tells you how to stay on that course. Victory is assured, your enemy’s defeat certain.


Douglas Bloomfield and Newsweek have done pretty close to that against the Israel lobby. Specifically, they’ve exposed a secret hasbara handbook written for The Israel Project by star Republican marketer, Frank Luntz. The oddly-named Global Language Dictionary (pdf) is a veritable goldmine of arguments, strategy, tactics. At 116 pages, it’s not for the faint of heart. But anyone who wants to get inside the head of the Israel lobby must read this document.



Remind people – again and again – that Israel wants peace. Reason One: If Americans see no hope for peace—if they only see a continuation of a 2,000-year-long episode of “Family Feud”—Americans will not want their government to spend tax dollars or their President’s clout on helping Israel.

Bingo. Here Luntz inadvertently speaks the truth.


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