Frank Luntz Quote

On the other hand, there are far more Democrats than there are self-proclaimed liberals. So Republicans are almost always better off downplaying their partisan affiliation and playing up their ideology, while Democrats are better off citing their party identity than they are their liberalism. The relative paucity of self-described liberals is one of the reasons George Lakoff and others have argued so strongly for the re-branding of liberals as progressive. Progressive not only lacks the negative baggage of liberal, but it also suggests progress and is therefore future-oriented.

Frank Luntz

On the other hand, there are far more Democrats than there are self-proclaimed liberals. So Republicans are almost always better off downplaying their partisan affiliation and playing up their ideology, while Democrats are better off citing their party identity than they are their liberalism. The relative paucity of self-described liberals is one of the reasons George Lakoff and others have argued so strongly for the re-branding of liberals as progressive. Progressive not only lacks the negative baggage of liberal, but it also suggests progress and is therefore future-oriented.

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