A selection of the most common ploys:
1) Create a false center. In his speech to a joint session of Congress, Obama positioned himself between the Left’s calling for a single-payer system and the Right’s agitating to end employer-based health insurance. Presto — he’s the very definition of a centrist. Anyone advocating almost any position can benefit from the same insta-centrism.
2) Scorn ideology. Obama warned against “the usual Washington ideological battles.” Message: He has no philosophical commitments himself. He’s pushing a Great Society redux only as a matter of practicality. Superficial pragmatism is the ideologue’s best friend.
3) Talk about your openness to ideas from opponents. The more you do this, the less you have to adopt any of their ideas. “I will continue to seek common ground,” Obama said. “I will be there to listen. My door is always open.” While he does all this common-ground seeking, he will be whipping up the Democratic votes to pass a massive, liberal reordering of the health-care system. But he’ll be listening!
5) Make lawyerly distinctions too subtle for most people to notice. Never underestimate the power of the cagey formulation. Obama said people won’t be “required” to change their current arrangements if they like them. That sounds reassuring even though it leaves open the likelihood that millions will have to change insurance as a result of his plan. (Caution: May require the aid of experienced policy hands and professional speechwriters.)
8) Make the price right. Washington’s new standard for expensive is $1 trillion. Naturally, Obama’s plan came in at $900 billion. He might as well have said it will cost $999.999 billion.
10) Couple attacks on your critics as unworthy hacks with calls for civility. If you favor “a civil conversation,” you can better dismiss your opponents for their “bickering” and “games.”
12) At least once a speech, keep talking over the applause. This is inspiring.
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