Language as Power

Reflecting on the new American Reality (post-9/11) it is interesting to think of recent changes in language used in political rhetoric. "Flip flop" is a particularly powerful example of language that is used to tremendous olitical advantage when chosen carefully. The term "flip flop" will always be associated with John Kerry, thanks to one poorly worded utterance during a campaign speech. It is powerful because it is simple, catchy, and "funny" in that it is easily used as a punchline, therefore increasing its chances of being repeated. The term also evokes a visual image that can be tied to the idea of John Kerry being liberal, like so many of his sandal-wearing supporters. Flip flops are cheap, casual, unserious, potentially smelly, and unprofessional. Recent cases of branding Republican's as flip-floppers (e.g. Mitt Romney on abortion) show that the term can be used by either side, but its effect isn't the same perhaps because the left doesn't feel ownership over the term.