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VALUES       MATTER

Strategic Morally Grounded Communication

​Training & RESEARCH

REPUBLICAN PLATFORM:

We believe in America

We are the party of independent individuals and the institutions they create – families, schools, congregations, neighborhoods – to advance their ideals and make real their dreams. Foremost among those institutions is the American family. It is the foundation of our society and the first level of self-government. Its daily lessons-cooperation, patience, mutual respect, responsibility, self-reliance – are fundamental to the order and progress of our Republic. Government can never replace the family. That is why we insist that public policy, from taxation to education, from healthcare to welfare, be formulated with attention to the needs and strengths of the family.

Restoring the American Dream: Economy & Jobs

We The People: A Restoration of Constitutional Government

America’s Natural Resources

Reforming Government to Serve the People

Renewing American Values

American Exceptionalism

GOP’s Principles for American Renewal (In the works/website survey)

SOURCE: RNC’s website, Dec. 2014

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Conservative / Ultraconservative Values

OVERARCHING MORAL WORLDVIEW

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YO-YO

You’re-On-Your-Own mentality

VALUES

Here’s a list of conservative values:

(associated with the strict-father framework)

Strength
Authority
Order
Externally-defined Personal Responsibility
Independence
Self Reliance
Defense
Self Discipline
Punishment and Reward
Retribution
Self Interest
Externally-imposed Control
Economic success
Purity of blood
Freedom to buy, carry any kind of gun, anywhere, any time
Inferiority status for women, immigrants, minorities
Anti-Democratic War on Minority, Elderly Voting/Efforts to Restrict Voting
Close Communications/Secretive Nature/Major Decisions Made Behind Closed Doors
Only the rich can go to college, No government assistance or affirmative action in admission policy
Respect only for a marriage between a man and a woman, institutionalize discrimination against same-sex marriage
War, bombings and invasions as a first resort
Unrestricted death penalty, ban DNA checks to rule out innocence
Anything goes to win elections including deception, cheating
Limit civil rights
God, Country, Family

Basics of Conservative/GOP Framing

1. Language that fits a more conservative worldview, and hence evokes it. “Tax relief” and “tax-and-spend liberals” are good examples.

2. Deceptive language that evokes frames. When repeated often enough, these set in the public’s collective unconscious.  Conservative deceptive framing takes “spin” to a more scientific level.