David Kirkpatrick

January 28, 2010

Cottle on Luntz

Filed under: Arts, Media, Politics — Tags: , , , , , — David Kirkpatrick @ 12:29 pm

At the New Republic, Michelle Cottle reviews Frank Luntz’s, “What Americans Really Want…Really: The Truth About Our Hopes, Dreams, and Fears“, and pretty much nails down the entire Luntz shtick. Luntz it a pollster who made/makes his fame driving the GOP message. He’s had very real successes to point to, but I’d argue those successes stemmed more from creating a single message that party leaders force-fed down the ranks and enforced message discipline on than the content of the message itself. Luntz works in banalities that would shame Chance the gardener/Chauncey Gardiner.

Cottle sums those banalities up perfectly in her review:
For Luntz, of course, these answers are jewels that provide a window into man’s true soul. But Luntz’s analysis of the data is awash in revelations most generously described as unstartling. Do we really need Frank Luntz and his methodologies to tell us that moms do most of the food shopping in your average American household?  That in recent years there has been a rise in the popularity of organic food?  That younger employees don’t have the same sense of company loyalty as did earlier generations?  And how about this paradigm-shattering observation: “Blackberrys improve the speed of communication, but the devices don’t necessarily improve the quality of communication.” (The helpful italics are his.) Thumbing through Luntz’s dissection of our hopes and dreams, the exclamation that leaps to mind most often isn’t “Aha!” so much as “Well, duh!”

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