What to Say on 11-6 and How to Say It

Philanthropy for Active Civic Engagement (PACE) recently published a language resource guide in advance of the elections, when tensions mean words could trigger firestorms or worse. As part of five years of research, PACE analyzed a nationally representative survey that measures the reaction of more than 5,000 registered voters to 21 words. Its report includes an index, based on the survey, that ranks whether words are met with a favorable response and can bring people together. Conversely, it looks at whether a word is received negatively and pulls us apart.

The guide offers advice for after the election.

Lean on words that can unify.
“Community” has the highest score on the PACE index and aligned with the values of survey participants across politics and age and regardless of whether they lived in rural or urban areas. Other words: “service,” “belonging,” “liberty,” and “freedom.”

The wrong word can shut down a conversation before it starts.
For instance: Because “democracy” doesn’t register well with some, the report suggests using it in close proximity to “patriotism.”. Other suggested pairings to help connect with the left and the right: “American” and “diversity,” “republic” and “equality.”

Recognize that some words are too vague or open to interpretation.
Most survey respondents couldn’t get a fix on “civic,” although the word is widely used in phrases such as “civic engagement” and “civic health.” (The report suggests “community” might serve as a proxy.)

Response will depend on the audience.
The report studied how survey participants from various demographics reacted to the words and whether they embraced them as reflective of their values. “Diversity,” for instance, was warmly received by liberals, young people, and those living in cities. Conservative, older, and rural participants found alignment in “patriotism” and “republic.”

Go here for the full report. COP, 10-24