ChopJul 30, 2024

The Harris campaign use of the word “weird” has to be viewed in the context of who they are talking to and what message they are trying to convey.

The conservative brand is built on being traditional/normal/mainstream/straight/typical/etc.

“Weird” is a direct attack on their brand, and it eviscerates it. At no point is the campaign saying weird is bad. It’s whispering “hey conservatives— these people aren’t what you think.”

“Creepy” is an attack that causes reflexive defensiveness.

Show threadChrisJul 30, 2024
@chopaganda I personally think "deranged" would be a better descriptor than "weird" in this case
Show threadChopJul 30, 2024
@chris It’s definitely more accurate. However, it also immediately comes off as an attack and put those you’re trying to reach in a defensive posture.
Show threadDan MielcarzJul 30, 2024

@chopaganda @chris “Weird" is more dismissive, and as such a better attack.

These guys are dangerous but leaning into that implies that they are powerful. Mocking them as "weird” downplays that power.

Show threadMr. CompletelyJul 30, 2024
@mielcarz @chopaganda @chris I've felt strongly for years that we need to get away from public fear signals. I understand people being scared, i empathize, but fear signaling emboldens and empowers the right and is paralyzing to the left. It's a losing, de-energizing tone.
Show threadChrisJul 30, 2024
@mrcompletely @mielcarz @chopaganda what's fear signaling? Sorry, I'm not familiar with the term.
Show threadMr. CompletelyJul 30, 2024
@chris @mielcarz @chopaganda well just in a semantic sense. Every public communication we make is a signal. Signals are amplified and transmitted within networked affinity groups like online communities and then between communities. Fear signaling is just when a community's public expression is filled synonyms for fear when discussing a given topic. There's a lot of evidence that a sustained tone of fear is demoralizing and leads to inaction. This is a big and well known prob in climate comms.
Show threadMr. CompletelyJul 30, 2024

@chris @mielcarz @chopaganda the added dimension here is that the other side are a bunch of mean spirited assholes who want to be feared. If they're feared they must be powerful and they're driven by power fantasies. When they read the left using words like "terrifying" they know they're winning, it's energizing and emboldening for them even while it's demoralizing and paralyzing for us.

I don't want to lecture people for expressing valid emotion so I've muted a bunch of fear synonyms for years

Show threadKilroy_Was_Here

@mrcompletely @chris @mielcarz @chopaganda

Mel Brooks got it right with The Producers and Blazing Saddles. You don't win against fascism and racism by fearing it and arguing with it, you win by making it look absolutely ridiculous and laughing at it.

Jul 30, 2024 at 4:39pmWeb
Show threadMr. CompletelyJul 30, 2024
@kilroy_was_here @chris @mielcarz @chopaganda 🎯🎯🎯🎯🎯🎯 and then punching it in the face when needed