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Michael Sweeney
1) Okay guys we need to talk about this Pittsburgh and Paris stuff. People are confused. It's about gender. (Thread below)
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Michael Sweeney Jun 2
Replying to @mtsw
2) This has been one of the biggest messaging oversights for Democrats and it needs to be discussed. GOP plays on it explicitly all the time
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Michael Sweeney Jun 2
Replying to @mtsw
3) After all, "everyone knows" Pittsburgh hasn't really had a mining or steel economy in decades. Technology and medicine these days
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Michael Sweeney Jun 2
Replying to @mtsw
4) BUT! Forget what you know. What image of a person pops into your mind when you think "Pittsburgh?" Something like this right?
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Michael Sweeney Jun 2
Replying to @mtsw
5) Who comes to mind when you hear "Paris?"
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Michael Sweeney Jun 2
Replying to @mtsw
6) These are stereotypes but stereotypes are important in political messaging because they're easy for our mind to remember and recall
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Michael Sweeney Jun 2
Replying to @GeorgeLakoff
7) People vote on their IDENTITY and VALUES before self-interest. It's a basic tenant of persuasion (read for more on this)
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Michael Sweeney Jun 2
Replying to @GeorgeLakoff
8) What Democrats and Progressives need to understand is that for many people across America, masculinity is a big part of their identity
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Michael Sweeney Jun 2
Replying to @mtsw
9) THIS IS NOT ONLY TRUE OF MEN! Many women are just as invested in these traditional gender roles for men. Expect men to "act like men"
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Michael Sweeney Jun 2
Replying to @mtsw
10) Conservatives understand this! There's a cottage industry of memes/messaging that's basically just calling liberals gay w/ no subtext
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Michael Sweeney Jun 2
Replying to @mtsw
11) Sidebar: A lot of this has been cultivated on Madison Avenue to sell shit to people, notably shitty beer and trucks
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Michael Sweeney Jun 2
Replying to @mtsw
12) But there's an entire sector of the ad industry that's basically just selling, like, bath soap - but in a "tough" way
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Michael Sweeney Jun 2
Replying to @mtsw
13) Trucks are significant. For practical reasons, trucks are associated with a lot of "manly" jobs, especially agriculture and construction
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Michael Sweeney Jun 2
Replying to @mtsw
14) Truck advertising understands this and pitches trucks as manly using association with these jobs as the hook
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Michael Sweeney Jun 2
Replying to @mtsw
15) Therefore what's NOT manly? Small cars (Priuses) and bicyclists. The sales pitch is that you aren't a man if you drive something smaller
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Michael Sweeney Jun 2
Replying to @mtsw
16) People internalize this to the extent truck drivers will run cyclists and priuses off the road as a hobby
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Michael Sweeney Jun 2
Replying to @mtsw
17) So you can see that the "be a man = get a truck" sales pitch rubs off on neighboring or opposing concepts in people's heads.
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Michael Sweeney Jun 2
Replying to @mtsw
18) Not a big leap from "Priuses = gay" to "caring about the environment = gay"
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Michael Sweeney Jun 2
Replying to @mtsw
19) So if you're someone who is invested in your identity as a man, you're getting messages that caring about the enviornment is against YOU
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Michael Sweeney Jun 2
Replying to @mtsw
20) Conservatives, and Donald Trump, are not confused about this - hence "Pittsburgh vs Paris". Why are progressives?
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