spin control

If you've noticed conservative politicians sounding strangely pro-environment lately, it's not a coincidence. Rather, it's a campaign designed to reduce the political liability of right-wing candidates on environmental issues. Unfortunately, the campaign is strictly rhetorical -- it's not about changing policies but about changing language.

And that's where Frank Luntz comes in. Luntz, the boyish Svengali of conservative politics, made his name as a pollster who concentrated on identifying the words that would prove most resonant with the American public. Now, in his message book "Straight Talk," Luntz brings his dark arts to the task of helping Republicans package themselves as concerned about the environment without actually having to be concerned.  

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