With high unemployment plaguing the country, virtually zero job growth on a national scale and pressure mounting for the Obama administration to effectively address the situation, the issue of job creation has emerged a hot topic for discussion among politicians and cable news commentators.
When it comes to the economic matter, however, job creators appear to be the main focus.
If you have been hearing the term "job creators" a lot lately, it's because Frank Luntz wanted you to.
As PBS put it, Luntz's expertise is "testing language and finding words that will help his clients sell their products, or turn public opinion on an issue or a candidate." In other words, propaganda.
Here are some actual examples of Luntz's fine work:
Don't say "oil drilling." Say "energy exploration."
Don't say "inheritance tax." Say "death tax."
Don't say "global warming." Say "climate change."
Don't say "healthcare reform." Say "government takeover."
And don't say "greedy, soulless multinational corporations who don't give a damn about you." Say "job creators."
Discussion has become centered around the Republican argument that the wealthy are job creators who shouldn't be taxed, an argument that escalated after Obama acted on billionaire investor Warren Buffett's proposal that the government should "stop coddling the super-rich."