Framing a Democratic Agenda

On the day that George W. Bush took office, the words "tax relief" started appearing in White House communiqués. Think for a minute about the word relief. In order for there to be relief, there has to be a blameless, afflicted person with whom we identify and whose affliction has been imposed by some external cause. Relief is the taking away of the pain or harm, thanks to some reliever.

This is an example of what cognitive linguists call a "frame." It is a mental structure that we use in thinking. All words are defined relative to frames. The relief frame is an instance of a more general rescue scenario in which there is a hero (the reliever), a victim (the afflicted), a crime (the affliction), a villain (the cause of affliction) and a rescue (the relief). The hero is inherently good, the villain is evil and the victim after the rescue owes gratitude to the hero.

The term tax relief evokes all of this and more. It presupposes a conceptual metaphor: Taxes are an affliction, proponents of taxes are the causes of affliction (the villains), the taxpayer is the afflicted (the victim) and the proponents of tax relief are the heroes who deserve the taxpayers' gratitude. Those who oppose tax relief are bad guys who want to keep relief from the victim of the affliction, the taxpayer.

Every time the phrase tax relief is used, and heard or read by millions of people, this view of taxation as an affliction and conservatives as heroes gets reinforced.

The phrase has become so ubiquitous that I've even found it in speeches and press releases by Democratic officials – unconsciously reinforcing a view of the economy that is anathema to everything progressives believe. The Republicans understand framing; Democrats don't.

When I teach framing in Cognitive Science 101, I start with an exercise. I give my students a directive: "Don't think of an elephant." It can't be done, of course, and that's the point. In order not to think of an elephant, you have to think of an elephant. The word elephant evokes an image and a frame. If you negate the frame, you still activate the frame. Richard Nixon never took Cognitive Science 101. When he said, "I am not a crook," he made everybody think of him as a crook.

If you have been framed, the only response is to reframe. But you can't do it in a sound bite unless an appropriate progressive language has been built up in advance. Conservatives have worked for decades and spent billions on their think tanks to establish their frames, create the right language, and get the language and the frames they evoke accepted. It has taken them awhile to establish the metaphors of taxation as a burden, an affliction and an unfair punishment – all of which require "relief." They have also, over decades, built up the frame in which the wealthy create jobs, and giving them more wealth creates more jobs.

Taxes look very different when framed from a progressive point of view. As Oliver Wendell Holmes famously said, taxes are the price of civilization. They are what you pay to live in America – your dues – to have democracy, opportunity and access to all the infrastructure that previous taxpayers have built up and made available to you: highways, the Internet, weather reports, parks, the stock market, scientific research, Social Security, rural electrification, communications satellites, and on and on. If you belong to America, you pay a membership fee and you get all that infrastructure plus government services: flood control, air-traffic control, the Food and Drug Administration, the Centers for Disease Control and so on.

Interestingly, the wealthy benefit disproportionately from the American infrastructure. The Securities and Exchange Commission creates honest stock markets. Most of the judicial system is used for corporate law. Drugs developed with National Institutes of Health funding can be patented for private profit. Chemical companies hire scientists trained under National Science Foundation grants. Airlines hire pilots trained by the Air Force. The beef industry grazes its cattle cheaply on public lands. The more wealth you accumulate using what the dues payers have provided, the greater the debt you owe to those who have made your wealth possible. That is the logic of progressive taxation.