Obama Campaign -> Ditch the word “Fair”, Replace with “Equal”

[thecentristword]

As the Obama campaign rolls out different strategies in the run-up for this fall, they are also trying out different key words and phrases. One of the words that President Obama has used a lot in the past week has been ‘fair’.

He has used this word to describe his approach towards both social issues (such as gay marriage), and economic issues (such as tax rates). In short, Obama has been saying that all American ‘should ge a fiar shot’. Sounds fine, yes? No, this is an AWFUL word choice for the concept he is trying to convey.

WEAK, WEAK, WEAK

Have you ever noticed that some words are stronger than others? For example, if you are expressing your disapproval to someone, which phrase is more likely to make an impact:

Option One: That is just not fair.

Option Two: That is unacceptable.

Option two is the clear winner. ’Unacceptable’ is a power word. It leaves not room for misunderstanding. When someone uses it, it means that a line has been crossed and that corrective action is needed – if not, some kind of consequence is immanent. A lot of punch from just one word.

Option one is whiney and weak. If someone was to tell that to you, what would be your reaction? There is a good chance you would think ‘well it is fair to me’. It is all in the eye of the beholder. In short, fair is a weak word.

USE ‘EQUAL’ INSTEAD

In my opinion, this is what Obama is trying to say. He is trying to get across the message that Americans do not want special treatment, they want ‘equal’ treatment. Equal rights under the law and equal opportunities in the Economy.

Equal is a strong word. Either something is equal or it is not equal – no room for confusion. Who could be against equality? No one.

http://thecentristword.wordpress.com/2012/06/16/obama-campaign-ditch-the-word-fair-replace-with-equal/

If you agree, let @davidaxelrod , @woodhouseb and @dwstweets know about it on twitter

DO YOU THINK THAT THE OBAMA CAMPAIGN SHOULD REPLACE THE WORD "FAIR" WITH "EQUAL"?

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[MADem]

1. I don't agree.

The word "equal" is a loaded one...the laid off conservative Dem who wrongly believes his job was lost as a consequence of "equal opportunity" is not going to warm to the word. The religious bigots who have a problem with "equality" in all its iterations--from equality for the gay population to equal pay for equal work/women in the workplace--are not going to warm to the word.

The word "fair" is one we have heard from childhood. "Fair play." "That's not fair." "Everyone deserves a fair share"...and so forth.

The target, with the use of that word, isn't the base. It's the fence sitters, the fraidy-cats ("Well, I don't like him but I don't like the other guy any better, so why change horses in midstream?&quot and the people who may not be in love with the Democratic platform, but who do not feel they have been given a "fair shake"--in life, in work, in health insurance.

Fair is good. It resonates with the people who actually vote.

FWIW, I think your Option One is far stronger than Option Two. It's all in the delivery.

[blue neen]

4. Agreed.

"Fair" is a word that appeals to everyones' sensibilities.

[dkf]

2. You know what? It's unfair that we have the benefits of the American way of life.

To be fair we would have to give up our standard of living and give a lot of what we have to the rest of the inhabitants of planet earth.

Mankind is massively unfair to other species.

Americans are massively unfair in using up the natural resources of every other country.

We are such hypocrites to preach fairness. Equality is even more of a joke.

[Nye Bevan]

3. Should billionaires pay "equal" taxes or "fair" taxes?

Is it possible that the "fair" tax rate for a billionaire is higher, and not "equal", compared to the tax rate for an average worker?

[MADem]

5. Well said..."fair" point, that! nt

[jeanV]

6. The word 'equal' has led to disasters

Soviet USSR, Mao great leap forward, French Terror, you name it.

Fair means equal chances. It's already hard enough to achieve (to be fair, unattainable, but a 'fairer' objective')

You can only be equal in front of the Law, not in society. Social equality is an idea with a bad track record.

[Wounded Bear]

7. Nope...to most Repubs ears, "equal" = "communism"

They would sound bite that to death.

[muriel_volestrangler]

8. 'equal' is OK in the right place - which is in legal terms; 'fair' is an everyday word

which is usually better for campaigns. 'Equal' means 'the same', and that is often not what you're talking about. It's hard to talk about 'equality' between, say, people who go to college and those who don't - they've chosen different paths, and you can't make everything equal after that - but you can say you want to offer 'fair' economics chances to both. And, as other have pointed out, we don't want 'equal' tax rates (one of your examples) for everyone - we want 'fair' ones.

'Unacceptable' is jargon, and should be avoided if at all possible. It says nothing about fairness, justice or equality. Contraception is 'unacceptable' to the Catholic bishops, for instance - but by that they mean they want to discriminate. It's only a 'power word' in the sense of someone trying to exert their power. It should only be used when your message is that the person with the 'unacceptable' idea needs to be kept under control.