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George Lakoff

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The New Obama Narrative

Posted: 01/28/11 10:00 AM ET

For the first two years of his administration, President Obama had no overriding narrative, no frame to define his policymaking, no way to make sense of what he was trying to do. As of his 2011 State of the Union Address, he has one: Competitiveness.

The competitiveness narrative is intended to serve a number of purposes at once:

  1. Split the Republican business community off from the hard right , especially the Tea Party. Most business leaders want real economics not ideological economics. And it is hard to pin the "socialist" label on a business-oriented president. He may succeed.
  2. Attract bi-conceptuals -- those who are conservative on some issues and progressive on other issues. They are sometimes mistakenly called "moderates" or "independents," though there is no one ideology of the moderate or the independent. They make up 15 to 20 percent of the electorate, and many are conservative on economic issues and progressive on social issues. He attracted them in 2008, but not in 2010. He needs less than half to win in 2012. He may well succeed.
  3. Competitiveness has five natural metaphors: A war, a race, a competitive sport, a competitive game, and dog-eat-dog predation. The president's "Sputnik moment" imposed the Cold War metaphor -- one in which we are temporarily losing a worldwide economic war, but can catch up with mobilization.
  4. The president implicitly, if not explicitly, declared economic war ("win"), asking for a complete long-term ("future") economic mobilization. So, when the conservatives say, "No, investment just means spending, his narrative makes them unpatriotic. In a war, we have to all work together. And he is the Commander-in-Chief. He gets the moral authority.
  5. As Commander-in-Chief, he gets to define how to win over the long haul. Here the race metaphor enters. We are "behind" other nations. We need to "catch up" in what is needed for long-term prosperity: education, infrastructure, research for innovation, clean energy. These aspects of the progressive agenda become a business agenda for defending the nation. This brings back his progressive base.
  6. War-like competitiveness fits conservative not progressive thought. But there is a form of competitiveness that does fit progressive thought: Personal best! The race with oneself. It is what Obama has called The Ethic of Excellence in his great Father's Day speech of 2008, where he defined democracy in terms of empathy, social and personal responsibility and a demand for excellence.


Can Obama can make his competitiveness narrative fit sensible Republican businesspeople, the bi-conceptuals ("moderates" and "independents"), and his progressive base? Is it a narrative that will win his reelection? It may be.

But to really bring in the business community, he has to be convincing in what he does, not just what he says. Enter William Daley as chief of staff, and Jeff Immelt of GE running his jobs commission. Lowering the corporate tax rate (conservatives cheer), making up for it by cutting off oil subsidies and tax loopholes (progressives cheer), but evening the playing-field for most corporations that didn't get subsidies and loopholes (conservative). Working on the deficit: A five-year freeze on "annual domestic spending" -- red meat for conservatives (but not technically a "cut"). It's "only" 12 percent of the budget. Cuts in the defense budget (progressive) but not very big or significant (conservative).

This is Obama's old promise -- no red states or blue states, only red, white, and blue states. An economic cold war to wave the flag and declare unity of purpose.

Maybe.

The hard right won't buy it -- when Democrats say investment they hear spending. Of course, they are not really interesting in cutting deficits per se. It is for them a means to an end, and the end is making the nation and the world fully conservative, eliminating social responsibility in favor of personal responsibility alone, eliminating empathy, increasing militarism, establishing an unregulated purely laissez-faire free market, and maintaining a dominance hierarchy of western over nonwestern culture, Christian over non-Christian, white over non-white, straight over gay, male over female. The hard right talks jobs, spending and the deficit, but their economics is based on the culture war. That's why the culture war is back. Legislation to end any support for abortion, defund NEA, NEH, and NPR, end public education.

Will the sensible Republican business community split off from such ideologically based economics and government, and support a pragmatic Democratic president on a national commitment to competitiveness?

For progressives who are listening seriously, there is of course a dark side. The competitiveness frame excludes half of what progressives care about. Abortion rights, under attack nationally by conservatives, don't help competitiveness, nor does gay marriage, worker rights, clean air and water, saving species and preserving natural environments, public financing of elections, helping the homeless, ending the war in Afghanistan, arts and humanities education, helping immigrants who are not well-educated, and on and on. Can these be made to fit the competitiveness frame?

Maybe.

Can you have unity without equality? Can you have productive industries without fair wages and organizing rights? Can you have long-term prosperity while destroying nature? Can you be economically productive without good health? Can you maximize production without women's rights? Can you educate a population without educating them in empathy and introspection and a vibrant sense of the aesthetics of life?

Can these be made to fit the competitiveness narrative -- competing on democratic principles of equality, fairness, and empathy? Or should we have to make them fit a competitiveness narrative?

Think for a moment of what the president did not say.

He failed to say that Social Security has a two-and-a-half trillion dollar surplus and that it is earned, not given away. What is called a "cut" would actually be theft from those who have paid into it over a lifetime. He needs to go on the offensive on Social Security, not be defensive. The same on Medicare. He failed to mention that it works and has the lowest operating cost of any form of health care by far. He failed to say that pensions are delayed earned payments for work already done, and that the conservative move to allow states and cities to declare bankruptcy is really a move to eliminate pensions for public employees and eliminate as much of public service as possible. He failed to say that "privatization" doesn't eliminate government, but institutes government by corporation for corporate profit not the benefit for citizens. He failed to say that we should have gratitude for immigrants -- with or without papers, educated or not -- who work hard at low pay to make possible the lifestyles of the middle and upper classes. He failed to defend the right to unionize as the foundation of fair working relationships.

These omissions are disturbing, especially since they can perfectly well fit a competitiveness narrative.

On the positive side, Democrats should long ago have recognized that they should be the party of small business, and this may help get them there.

Unfortunately, the president's address puts progressive Democrats in a terrible position. They may agree on issues like Social Security, medicare, education, and infrastructure, but they have serious concerns about gun control, women's rights and abortion, the war in Afghanistan, the right to unionize, housing for the poor, art and humanities education, and many other issues that don't fit competitiveness as usually understood.

I think progressive Democrats should speak out on these issues and try to provide a movement the president can get out in front of. But with the economic war metaphor controlling the political discourse, Democratic candidates supporting these issues will have a harder time fitting the narrative if it catches on. Though there are sufficient issues to support the president on, progressive Democrats will most likely run into trouble on much of what they do, and should, care about.

It is crucial to have a progressive movement that is really progressive. But what will its narrative be if the president's competitiveness pre-empts it?

 
For the first two years of his administration, President Obama had no overriding narrative, no frame to define his policymaking, no way to make sense of what he was trying to do. As of his 2011 State ...
For the first two years of his administration, President Obama had no overriding narrative, no frame to define his policymaking, no way to make sense of what he was trying to do. As of his 2011 State ...
 
 
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10:23 AM on 01/31/2011
Obama has no credibility on Competitiveness. He has never had a 9 to 5 job.
10:17 AM on 01/31/2011
"Safety net" measures can easily fit the competitiveness frame. Consider the issue of "job lock."
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Helzapoppin
Don't Piss Down My Back And Tell Me It's Raining.
01:28 AM on 01/31/2011
This "competitiveness" narrative is nothing more than the final signpost of Obama's complete devolution into just another id1ot Reaganite Republican.
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intolleft
ObamaTAX...getting you shovel ready
09:30 PM on 01/30/2011
Begin SOTU:

"More Government....more government....bigger government....more government."

End SOTU.
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HUFFPOST SUPER USER
Tim303
01:28 AM on 01/31/2011
"I have mental tetanus"
03:01 AM on 01/31/2011
You need to read more Bill Maher.

Using the NFL as a model, not MLB.
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intolleft
ObamaTAX...getting you shovel ready
06:03 AM on 01/31/2011
Thank you
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Independent66
www.linkedin.com/in/harveyring
09:29 PM on 01/30/2011
Going into the 2012 elections, we will be creating public sector jobs at the rate of 1.5m to 2.5m per year, but we will be cutting public sector jobs at roughly 1m/yr in the States and cities due to weak tax collections and their growing unfunded liabilities. The number of unemployed will go no where. The public unions will be loosing members and Obama will be powerless to do much about it. If the opposition can field a creditable candidate, he is toast. The left will see cuts in the Fed budget, unions losing members, strikes, etc. His only hope is the dream act to capture the Hispanic vote. He made the wrong decision about the Stimulus Program and it didn't stimulate anything except the States and local government to not make the tough decisions to reduce spending 2 years ago. This is Obama's mess and he can't blame anyone else for it!
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Independent66
www.linkedin.com/in/harveyring
09:13 PM on 01/30/2011
Obama's speech did not make any sense. This country is drowning in debt at all levels, SS will be be $200B short and require the Feds to borrow more to make up this difference and he wants to build high speed rail? This year the Feds will be at least $1.5T short and the States and local districts all around the country are trying to close billion dollar budget gaps! At this rate in less than 10 years the Feds will double the debt to $30B, interest alone could be $4T/year if rates double! That's almost 200% of GDP assuming we can grow at 3%/yr! Then he wants to freeze at the current rate, the discretionary portion of the budget and let the rest explode! NO, NO! We must attack the budget by reducing the spending by $1T a year and then close the gap by increasing taxes. It is not enough to slow the rate of growth of the debt, we must actually REDUCE the debt for the sake of the next generations.
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Helzapoppin
Don't Piss Down My Back And Tell Me It's Raining.
01:29 AM on 01/31/2011
The national debt is not remote our biggest problem
09:47 AM on 01/31/2011
Would you care to enumerate?
08:10 AM on 01/31/2011
Uh, do you have any inkling of an understanding how contractionary pulling a trillion dollars all at once out of the economy would be?

Also, your numbers are wrong.

But you sound really, really scared!

I am, too. But I am scared by the legions of screaming amateur economists like you who are screaming wolf. Sure there are problems. Yes, it will take work to bring the debt back into a reasonable range. But we did it before and we can do it again.

Triggering a second Depression is not a solution.

Get a grip.
04:42 PM on 01/30/2011
Lakoff is a genius.
03:58 PM on 01/30/2011
Everyone knows that a good narrative is more important than thoughtful action and intelligent policy, right? And everyone knows that in American politics the truth cannot compete with a cleverly worded lie infested "talking point" (think "death panels"). Sometimes I wonder how long this country of ours can endure in spite of itself.
03:27 PM on 01/30/2011
Prof. Lakoff, thanks for your usual thought-provoking article. I was very interested in what your take would be on his shift, and you've answered clearly. With his new advisors coming online, I guess we'll see if the President is now more sensitive to how his arguments are framed. But clearly, a shift has happened.
08:17 AM on 01/31/2011
God, I hope so.

But I would make an observation for all of you 'progressives' out there who don't think BO is liberal enough for you: Get out and shout and be loud. Make a big stink. Picket anti-abortion rallys. Keep screaming about the plunder on Wall Street. Scream bloody murder about Social Security and Medicare. Start screaming about single payer medical insurance, public education.

All of these politicians will go only where they feel their constituents are dragging them. But they will respond, IF you give them something to respond to. So get out there and be LOUD!

The other side is...
02:22 PM on 01/30/2011
Competitiveness. Great. And this will improve the lives of the average American? We've seen productivity increase steadily for the last 3 or 4 decades, but incomes have stagnated. What are we supposed to do now -- work for third world wages? Go team.
07:29 PM on 01/30/2011
Educate your children. Urge them to excel in math and science. Become a teacher. Prepare the next generation to be the innovators and competitors. That was the underlying message to the president's speech -- it was about the future.
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intolleft
ObamaTAX...getting you shovel ready
09:32 PM on 01/30/2011
The education system is too busy dumbing down the standards to make the lowest common denominator feel good about themselves. Your children aren't going to get the education needed to excel in public schools.
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Helzapoppin
Don't Piss Down My Back And Tell Me It's Raining.
01:30 AM on 01/31/2011
in other words it was nothing but fluff and platitudes
08:31 AM on 01/31/2011
Whether George Lakoff likes it or not, yes, we ARE in an economic 'war'. Not a hot, shooting war where enemies want to kill us, but a competition for capital and resources to make a better life. It is not a zero-sum game, but there will be winners and losers.

It really IS a darwinian struggle, and we can compete or be passed by (or worse). We don't have to like it, but that's the way it is.

So, yes, we have to get competitive again. And, yes, ultimately, it can improve the lives of the average American. If we are competitive enough, then, yes, eventually our standard of living will rise again.

And, yes, third world wages are the going wage. There is no alternative. You can thank inexpensive communication and transportation for that.

The key is to get third world wages up to a level where we can start to move ahead, again, rather than fall back. Until that happens, we have no real choice. If we choose protectionism, we lose. If we choose isolation, we lose. Is our standard of living going to drop? Yes. How much? However far we fall before the rest of the world rises up to meet us, so the sooner that happens, the better. At that point we could still keep falling, if we don't get competitive.

It is our choice. The rest of the world doesn't really care.

So get over it.

But get competitive.
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12:17 PM on 01/30/2011
I beg to differ with the premise of the article--that there was no overarching narrative to the first two years of the Obama Administration. There was, of course, a narrative. "Blame Bush".

It was wholly rejected. November confirmed this. America doesn't accept "blame the other guy" as an excuse to underperform.
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marco01
02:09 PM on 01/30/2011
The far right didn't accept it, the rest of the country knew who put the country in the mess it was in. The far right didn't want to hear it or admit it from the beginning, even though they formed the Tea Party which was implicitly formed because of the failure of mainstream Republicans led by George Bush.
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05:02 PM on 01/30/2011
It is clear that the results of the election STILL don't resonate, or even register, with you.

It wasn't the "right wing" whom abandoned Obama and the Dems. It was the middle-third.

Whatever role the Bushies played in the "crisis", the Dems policy prescriptions were wrong, ineffective, and rejected.
02:16 PM on 01/30/2011
The fact is, Bush screwed things up so bad that 2 years wasn't near enough time to turn the economy around. The constant, moronic, Republican narrative that Obama is some kind of socialist worked for them too. AFAIC, Obama is way too far to the right. Lying about his mythical liberal leanings doesn't make them true.
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HUFFPOST SUPER USER
Under Fed yet Fed Up
Always great distaste for both political parties
10:36 AM on 01/30/2011
The Presidents new talking point about competitiveness rings true. But competitiveness is not a short term, quick fix issue. Right now we need jobs. Now. Not ten years from now after a competitiveness effort has developed new innovations and schooling improvements have created a more capable next generation.
08:44 AM on 01/31/2011
The only way to get jobs really quickly would be direct employment by the government, and even that would take six months to a year to get going in any meaningful way.

So, if that's what you want, maybe you could round up, say, two or three million unemployed people to go sit on the Mall and stay there until jobs are made available? I'm sure that would make an impression.
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Walter Westcot
10:04 AM on 01/30/2011
Yeah - I need to adjust my lifestyle to that of a Chinese peasant... and he is going to give tax breaks to anybody who makes anything here.

NO - we need TARIFFS -- you make it there - you sell it there.

YOU MAKE IT HERE>>> you get to sell it here.

Obama is Republican Lite.... all the war, all the corruption, all the tax breaks for the rich

AND DADT and the DREAM ACT..

Um... I'll vote NO
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dianhow
former Repub till W
01:37 PM on 01/30/2011
hello  West  ?   Repub lite  ?   huh   Facts show  otherwise but do not let that stop you  
Obama  CUT  taxes for 98 %   - Increased Pell grants so kids can get a job and PAY TAXES.-B O TOOK ON A  2008  GLOBAL CRASH - 700 BILLION   TARP  28 YRS  UNDER REAGAN  BUSH GOP WEALTH FAVORING  POLICIES- CUTS- COURTS-  LIES- GREED.  Kids  w /  Pre- existing  illness are  now covered- students to age 26   are covered-  over time- that will save  us loads  of  cash  .  News flash  WE already pay for all the  UNinsured- Under insured  They go to emer rooms that costs  us 100 X more. Now free clinics are more available to sick families. . GM - its jobs  were saved   BO prevented a  long deep  depression.  Troops are leaving Iraq.



nats Reagan Bush  -  GOP gave huge Unfunded cuts
started war  based on fear - lies- profits.
02:51 PM on 01/30/2011
All that makes him about even with Nixon, who created the Environmental Protection Agency, gave us the Clean Air Act, reformed welfare, gave the country new civil-rights laws and agencies for minorities, women, the handicapped and children, proclaimed the first official U.S. Earth Day, opened relations with communist China, and spent more on social programs than defense. Nixon, like Obama, was simply being pragmatic. The fact is he still caters to Wall Street a hell of a lot more than he does to the average American.
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Helzapoppin
Don't Piss Down My Back And Tell Me It's Raining.
01:32 AM on 01/31/2011
talking points that do not stand up to scrutiny of the details
08:49 AM on 01/31/2011
1. Overt and severe protectionism introduced by the United States would replicate the disaster of the the Depression. That's exactly what destroyed the world economy in the 30's.

2. Long-term protectionism, even if it didn't kill the world economy up front, would kill OUR economy, because we would simply slip farther and farther behind the rest of the world.

3. Note that BO didn't support the tax breaks for the rich (he said so, very publicly - I heard it from his own mouth on national television), but held his nose and made that compromise, because that was the only way he was going to extract an extension of unemployment benefits from the Repugnut Right.
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Paul Andrews
How To Absolutely Secure Your Computer
06:50 AM on 01/30/2011
Mr Lakoff I enjoyed your article and if OBAMA really followed through on what you outlined I would have to agree that he would win many hearts and minds. Alas history has shown us that OBAAMA is very good at saying what he thinks resonates well with the AMERICAN public. the problem is that his actions never agree with his words. He just hired the CEO of GE who outsources more jobs than anybody.
http://www.thiscantbehappening.net/node/425
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dianhow
former Repub till W
01:38 PM on 01/30/2011
we shall see   SO far  so good  last 2 yrs
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03:51 AM on 01/30/2011
Yes, there's a problem with misguided notions of 'competitiveness' and the use of this word as crucial in the new narrative is a big gamble.

I'd like to replace the 'war' to be fought on the competitiveness front by a war to be fought about the proper definition of competitiveness.

And there may well be some surprise victories (and some pyrrhic ones) forthcoming in that war.
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Walter Westcot
10:08 AM on 01/30/2011
He wants us to let corporations pollute our air and water JUST LIKE CHINA....

and if they promise to make stuff HERE - they won't pay taxes.

NO

Make it there - sell it there.

Make it here... sell it here

easy... and highly competitive.

He keeps playing with the bad kids
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11:21 PM on 01/30/2011
We live in a global economy. We can't turn back the clock. If we start a trade war, we lose more than we gain and our standard of living will decline even more.