INDEX
9/11
Bush’s use of, 28, 29, 162, 191
Hillary Clinton’s response to, 72–73
modalities and memory of, 46
“A Model of Christian Charity” (sermon; Winthrop), 64
Abenaki American Indian tribe, 34, 35
abortion debate, 142–143, 149–153
ADD (attention deficit disorder), 133–134
al-Qaeda, 30
Alien and Sedition Acts of 1798, 200
American Indians, 19–21
American Psychologist (journal), 58
anchoring
an issue (health care), 73–75
Republicans’ use of, 67–71, 125
through word choice, 71–73
Andreas, Connirae, 184
Andreas, Tamara, 184
anti-death penalty movement, 151
auditory modality, 40–41, 44–45, 100, 104, 196
auditory submodalities, 59, 101
Autobiography (Jefferson), 22
Bhaerman, Steve (Swami Beyondananda), 1
big business. See corporations
bin Laden, Osama, 157
Blackwater USA, 27
Blix, Hans, 30
Braid, James, 100
brain processes
complexity to simplicity through frames, 127–128
feeling trumping thinking, 2, 56–57
filters and attention span, 99
handling of you, 81–82
negatives and the unconscious, 78
sorting sensory information, 57, 59–60 See also deletion/distortion/generalization; submodalities code Brandenburg Gate, 47, 48
British East India Company, 22, 28
Bruchac, Jesse, 34
Buffet, Warren, 131–132
Burke, Edmund, 23
Bush, George W.
Bush Smokes Cigars transcript, 114
campaign against Kerry, 70–71, 95, 103–106
“compassionate conservative values,” 97–98
explanation for inarticulate speech of, 191–192
fear strategy of, 161–165, 189–192
framing of the Iraq occupation, 134–137
at Ground Zero, 188
handling of Hurricane Katrina, 27
lies by, 30–31
Pelosi challenging on Iraq, 115–117
role as “parent,” 197
speech prior to Iraq invasion, 29–30
understanding supporters of, 195–196
use of 9/11 attacks, 28, 29, 162, 191
use of the word freedom, 95
Bush Dyslexicon, The (Miller), 191
Bush family dynasty, 131
Canadian handgun statistics, 123
Card, Andrew, 197
Castro, Fidel, 17
CBS News, 115
Charles II, King (England), 18, 19, 21
child abuse, 160–161
chunking
Abraham Lincoln’s Emancipation Proclamation, 176–179
applying the chunking code, 180–181
cigar code, 110–114
citizenship, 198–202
Civil Rights Movement, 150
civil society, 29
Clinton, Bill, 15, 66, 70, 101
Clinton, Hillary, 72–73, 80–81
Cohen, Jeff, 66
Colson, Charles, 7
Columbus, Christopher, 148
communication, as value-neutral, 8–9, 16
consciously competent/incompetent, 15–16
Conservative Political Action Conference, 4
conservatives/Republican Party
belief in the dominator culture, 20, 31, 150–151, 175
branding and identity, 195–197
faith in corporations, 199–200
focus around fear, 189, 192–193
forced-pregnancy map of, 152
“freedom” to, 95
on global warming, 26
Hobbes’s influence on, 18–20, 23
misuse of future pacing, 118
moving-away-from-pain strategy, 156, 159
negative code, 80–81
as “pro-life,” 150–153
Republican National Convention (2004), 151, 162
role of government to, 17, 26–27
on Social Security, 25, 171, 173
story about “evil liberals,” 90
support of privatization, 27, 181
talking points of, 13–14, 25–27, 94–95
targeting the “NASCAR dad,” 188–189
on unions, 25–26
use of “indirect you,” 83–84
“values,” 94
working toward the good, 4
worldview of, 20–21, 28–29, 39, 58, 92
Conservatives Without
Conscience (Dean), 17
Constitution of the United
consumerism, 199
core self, 184
core story
behind political issues, 3, 13–14, 150–153
conservative/Republican, 17–21, 195–198
discovering your listeners’, 91–94, 96–98
five-part structure, 33–34
individual multiple, 183–184
losing control of the, 89–90
meaning is the response you get, 90–91
modern liberal worldview code, 21–25
Core Transformation (Andreas/Andreas), 184
corporations
Bush administration’s deference to, 27
conservative views on, 20–21
control of the media, 65–66
liberal restraint of, 24
mastery of code cracking, 53
Republican Party faith in, 198–200
role in Reagan’s story, 3
cultural commons, 198–199
Cuomo, Mario, 49–51
daydreaming, 101
Dean, John, 17
“death tax,” 123–127, 132–133, 189
Declaration of Independence, 22–23
deletion/distortion/generalization
involving Social Security Insurance recipients, 171, 172
as process of the brain, 99
three filters of, 145–147
democracy, 29, 132 See also Founders and Framers
Democratic Party. See liberals/Democratic Party
Descartes, René, 57
Diebold, 27
distortion. See deletion/distortion/generalization
dominator culture, 20, 31, 150–151, 175
Don’t Think of an Elephant (Lakoff), 129
Draine, Sean C., 78
economic “security,” 163
Edison, Thomas, 7
Edison Gene, The (Hartmann), 134
Eisenhower, Dwight D., 89
Eisler, Riane, 20
elected representatives, 91, 96–97
elections, 53–56, 69–71, 103–106, 124–127
electronic commons, 199
Emancipation Proclamation, 176–178
emotions. See feelings
England
Founders and King George, 96–97, 150
Hobbes and conservatism in, 17–20, 28
influence of Locke in, 21, 23, 28
role in Boston Tea Party, 22
environmental concerns, 26, 175–176, 179–180, 196
equality, 18, 20–21, 23–25, 142–143, 150
Estrich, Susan, 55
failure, 7–8
Fairness Doctrine, 65
fear
the Bush strategy, 161–165, 189–192
fight-or-flight reaction, 2, 30, 56, 165
persuasion through, 30
politicians’ misuse of, 31–32
Roosevelt on, 165
Sarkozy on alleviating, 156
Federal Bureau of Investigation (FBI), 72
feedback, 7–8
feelings
coming before thinking, 2, 56–57, 129
distorting experiences to accommodate, 146
effect on communication, 57–59
evoked by “Willie Horton ads,” 53–56
stories as bridge to, 102
and the submodalities code, 59–63 See also anchoring
fight-or-flight reaction, 2, 30, 56, 165
filters. See deletion/distortion/generalization
Flowers, Dave, 74
forced pregnancy, 152
Ford, Gerald, 135
Ford, Henry, 7
Foster, Bill, 132
Founders and Framers
belief in representative government, 96–98
core of rationality, 57–58
on private property and liberty, 22–25, 129, 143, 150
story of the, 3
support of the “Press,” 66
framing/frames
estate or “death” tax, 131–133
fighting frames with frames, 133–134
hope and pleasure, 165
of John McCain, 123–127
larger values and specific maps, 173
“manipulation,” 9–10
of Social Security benefits, 171–172
on taxes, 129–131
truth as durable, 121–123
war versus occupation, 134–137
your worldview, 127–129
French national election (2007), 155–156
future
modifying the, 114–118
peaceful and harmonious, 118–120
Bush’s use of, 30
the cigar code, 110–114
goal of, 110
by John Edwards, 118–120
John McCain and the estate tax, 126–127
modifying the future through, 114–118
by Nancy Pelosi, 109–110
Gandhi, Mohandas, 192
Gates, Bill, 132
generalization. See deletion/distortion/generalization
George, King (England), 96–97, 150
Germany’s 100,000 Roofs Programme, 179–180
Gingrich, Newt
conservatives’ emulation of, 129
use of communication theory, 10, 16
good of the society, 17, 23, 27
Google, 161
Goosalini (goose), 1–2, 30, 78
government, 6, 20–21, 23–24, 26–28, 199
government programs, 170–171, 179–180
Great Britain. See England
Great Depression, 31–32
Great Liberal Era, 27
Grenada invasion, 135
Grinder, John, 16
gun control, 121–123
Halliburton, 27
handgun ownership, 121–123
Hartmann, Louise, 40, 44, 81, 93–94
Hawking, Stephen, 16
Healing ADD (Hartmann), 187
health care, 73–75, 170, 180–181, 198–199
“Health Research Group Publication #1778” (Public Citizen), 78–79
historical overview
American Revolution, 96
of Americans at war, 135
conservative story, 17–20
Declaration of Independence, 22–23
Emancipation Proclamation, 177–178
feminist movement, 142–143, 150
of immigrants, 6–7
modern liberal worldview, 21–25
Progressive Era, 130
Hobbes, Thomas
on crime and civilization, 28
excerpts from writings of, 203n5, 204nn6–7, 205nn8–10
human nature as essentially evil, 18–20
influence on conservatives, 23
homelessness, 83–84
human nature, 4, 18–21, 23–24, 27–30, 39
human rights, 18, 20–21, 23–25, 142–143, 150
hunter-versus-farmer frame, 133–134
Hutchison, Michael, 172–173
hypnosis, 100–101
identity code
discovering the core self, 183–188
multiple identities, 185–188
the “NASCAR dad,” 188–189
targeting our best parts, 192–193
targeting the fear part’s code, 189–192
immigrants, 6–7
individual rights, 18, 20–21, 23–25, 142–143, 150
infotainment industry, 3, 65–66, 201–202
inheritance tax, 123–127, 129–133
Iraq war/occupation
Bush’s speech prior to, 29–30
causing desperation among Iraqi people, 29
emotional justification for, 65
as Operation Iraqi Freedom, 95
Pelosi’s use of future pacing regarding, 109, 110, 114–118
private corporations and the, 27
public disapproval of, 196
war versus occupation, 134–137
Irish Catholic immigrants, 6–7
IRS “death tax,” 123–127
Italian immigrants, 7
Jackson, Darrell, 80
James II, King (England), 21
Jefferson, Thomas
belief in rationality, 58
drawing on Locke’s theories, 22
as part of the Enlightenment, 3
support of free speech, 200–202
supporting tax on wealth, 129–130
as unconsciously competent, 32
Jefferson Bible, The (Jefferson), 58
Jesus (the Christ), 24, 58, 192
Johnson, Lyndon, 135
Kennedy, John F., 64, 65, 193, 197
Kennedy family dynasty, 131
Kerry, John, 70–72, 94, 103–106
kinesthetic modality, 40–41, 45–46, 59, 101, 196
kinesthetic submodalities, 59, 101
King, Martin Luther, Jr., 192
Korean war, 135
labor unions, 14, 25–26, 82–83
Lakoff, George, 129
“Language: A Key Mechanism of Control” (memo; Gingrich), 67
learning trance
basics of the, 99–101
building a, 106–107
how to induce, 101–103
modality shifting, 103–105
pacing, 105–106
visuals to induce, 124–126
Lemire, David, 46 Leviathan (Hobbes), 18, 203n5, 204nn6–7, 205nn8–10
liberals/Democratic Party
absence of brand, 197–198
agenda of the, 196
belief in rationality, 58
and the conservative/Republican story, 17–21, 195–198
employing future pacing, 117
Great Liberal Era, 27
losing control of their story, 89–90
misuse of power by, 31
moving-toward-pleasure strategy, 156, 159
need to employ anchoring, 72, 73–75
reclaiming their story, 198–202
single-payer health insurance argument, 181
on Social Security, 25, 172–173
talking points of, 13–14, 25–27, 94–96, 193
on unions, 25–26
use of framing, 129, 130, 136–137
working toward the good, 4
worldview of, 3, 21–25, 27–30, 39, 92
“limbic brain,” 56–59
Lincoln, Abraham, 30, 77, 176–178
love, 192
Luntz, Frank, 10, 16, 129, 132
“mammalian brain,” 56–59
management motivational strategy, 161
“manipulation,” 9–10
maps
abortion debate and, 149–153
identity, 185
and our sensory experiences, 143–147
and politics, 3
as stories, 2
versus territory, 2–3, 148–149
McCain, John, 123–127
meaning of communication, response as, 2, 90–91, 93–94, 185
memory, 61–64
Mesmer, Franz Anton, 100
Miller, Mark Crispin, 191–192
Mini-Me, 185–186
mistakes, 7–8
modalities
auditory, 40–41, 44–45, 100, 104, 196
becoming multimodal, 46–51
kinesthetic modality, 40–41, 45–46, 59, 101, 196
primary sense quiz, 42–44
Republican experience as multimodal, 196
shifting, 102–105
utilized in the learning trance, 100, 103–105
visual, 40–41, 44–46, 101, 104, 196 See also submodalities code
Mother Nature, 36
motivation code
coding Social Security Insurance, 171–173
creating a “We the People” code, 170–171
fear and the Bush strategy, 161–165
moving-toward-pleasure strategy, 157–161
the two-strategy solution, 155–156, 160–161
“Which Motivational Strategy?” radio transcript, 166–169
workings of the, 159–160 See also moving-away-from-pain strategy
moving-away-from-pain strategy
Bush’s use of fear, 161–164, 190
conservatives’ use of, 155, 156, 159
effectiveness of the, 156–157
government programs containing, 170
Roosevelt’s effective use of, 164–165
in the two-strategy solution, 160–161
moving-toward-pleasure
multiple-personality disorder (MPD), 187
Myers, Mike, 185
“NASCAR dad,” 188–189
national health care, 170, 181
National Rifle Association, 122
National Security Agency (NSA), 53
Native Americans, 19–21
“negative” code
ecology check, 84–85
“indirect you,” 82–84
power of you, 81–82
sending the wrong message, 77–81
used in political ad, 125
Neuro-Linguistic Programming (NLP), 16, 53, 93
9/11
Bush’s use of, 28, 29, 162, 191
Hillary Clinton’s response to, 72–73
modalities and memory of, 46
Nixon, Richard, 77, 135, 164, 193
NLP (Neuro-Linguistic Programming), 16, 53, 93
Norquist, Grover, 170
“nurturing family,” government as, 17
Old Age, Survivors, and Disability Insurance (OASDI), 171–173
Operation Blessing, 27
“original state,” 4, 18–21, 23–24, 27–30, 39
outcomes, 4–8
pacing, 102, 103, 105–106 See also future pacing
Paine, Thomas, 32
Pavlov, Ivan, 8
Pelosi, Nancy, 109, 110, 114–118
personal identity. See identity code
personal liberty, 17, 95–96, 200
personal self-interest, 17, 175–176, 178, 179, 181
political ad analysis, 53–56, 70–71, 103–106, 124–127
political playlist, 25–27
power plays, 85
power systems, 198
primary sense quiz, 42–44
“pro-life” or “pro choice,” 142–143, 150–153
Progressive Era, 130
Public Citizen, 78–79
public programs, 170–171, 179–180
radio program transcripts, 61–63, 114, 166–169
rationality, 57–58
Reagan, Ronald (Reagan era)
attack on welfare, 69–70
Brandenburg Gate remarks, 47–48
changes in health-care companies, 75
Cuomo’s speech about, 49–50
dismantling government by, 170
failure to invest in public good, 27
“free market” story of, 3
as natural communicator, 15, 49, 101
reason behind success of, 89, 195–196
release of the airwaves to corporations, 65–66
use of submodalities, 64–65
war in Grenada, 135
“War on Labor,” 14
Renewable Energies Law (Germany), 179–180
Republican National Convention (2004), 151, 162
Republican Party. See conservatives/Republican Party
response, as meaning of communication, 2, 90–91, 93–94, 185
rhythm, 102
“rich kids’ tax,” 132
Robertson, Pat, 27
Robinson, Peter, 48–49
Rockefeller family dynasty, 131
Roe v. Wade, 142, 143, 150, 196
Roland, Leif, 93
Roosevelt, Franklin D.
appeal to hope, 193
boost from World War II, 135
creation of Social Security by, 173
Democratic brands under, 197
on fear, 31–32
“Four Freedoms” speech, 164–165, 199
as unconsciously competent, 32
Rousseau, Jean Jacques, 3
Royal, Ségolène, 156–157
Rumsfeld, Donald, 5
Sanders, Bernie, 97–98
Sargent, Francis W., 54
Sarkozy, Nicolas, 155–156
self-interest, 17, 175–176, 178, 179, 181
sensory code
becoming multimodal, 47–51
brain functioning and the, 57
Bush’s use of the, 30
cracking the modal code, 46–47
ecology check, 65
listening, 39–40
primary sense quiz, 42–44
as value-neutral, 41 See also modalities; submodalities code
sensory experience, 142–147
September 11, 2001, attacks. See 9/11
single-payer health insurance, 170, 181
slavery, 176–178
Social Security Insurance, 171–173
Solomon, Norman, 66
Spy Who Shagged Me, The (film), 185–186
Stanford University political ad analysis, 103
Stinson, Clark, 121–122
stories
bicyclist on Greenway, 90–91
boy and the squirrels/skunk, 34–36
cigar code, 110–114
conservative becoming a liberal, 13–14
crack in the road, 8
Dave Flowers on health care, 74–75
gun control, 121–123
How I Love You, 93–94
as passing down cultural wisdom, 36
riding a bike, 15
story, core. See core story
strategies. See motivation code
“strict father,” government as, 17
submodalities code
basics of, 59–60
changing the, 60–65
ecology check, 65
Republicans’ use of anchoring, 67–69
Summary View of the Rights of British America, A (Jefferson), 22
taxes, 95, 129–131, 190, 196 See also estate tax
Telecommunications Act of 1996, 66
tempo, 102
territory
abortion debate, 149–153
filters of sensory experience, 143–147
thinking, 2, 56–59 See also brain processes
Thom Hartmann Program (radio)
transcripts, 61–63, 114, 166–169
trance states, 100–102 See also learning trance
Trotsky, Leon, 17
Troyer, Verne, 186
Two Treatises on Government (Locke), 21, 206n12
unconsciously competent/incompetent, 15, 16, 101, 141, 184
unemployment, 170
universal single-payer health insurance, 170, 181
usefulness, 184–185
Vietnam War, 135
visual modality, 40–41, 44–46, 101, 104, 196
visual submodalities, 59
Wade, Roe v., 142, 143, 150, 196
Walking Your Blues Away (Hartmann), 64
Walters, Barbara, 115
Walton family, 133
Washington Post (newspaper), 114–115
wealth, 21–23, 129–131 welfare, 69–70
“Willie Horton ads,” 53–56
Wizards of Media Oz (Cohen/Solomon), 66
World War II, 135
worldview code
and the communication code, 14–16
conservative story, 17–21
cracking the conservative/liberal, 25–30
modern liberal story, 21–25
politics as sets of stories, 13–14
using ecology checks, 30–32