In 1990, then Republican House Whip Newt Gingrich (later Speaker of the House) hired a pollster to devise a lexicon of demonization. In a memo that Gingrich circulated, “Language: A Key Mechanism of Control,” Republicans were instructed that “words and phrases are powerful” and that the list that had been test-marketed should be “memorized.” They were urged to 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 … hypocrisy … radical … threaten … devour … waste … corruption … incompetent … permissive attitudes … 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.”