Classless political messaging

GOING CLASELESS

A recent comment by Ron triggered another deep dive down another Pxy rabbit hole. This time it is about political messaging that intentionally omits any reference to or suggestion of class. The core point is this. Do not refer to groups like the "top 1%", "working class" or "lower class." Those labels run contrary to core values that most Americans adhere to, e.g., (i) we are all equal under the law, (ii) equality in dignity, (iii) equal opportunity in life choices and jobs, and (iv) social mobility without class barriers. 

The reality is that class differences are real in America. However, poll data indicates that most Americans are resistant to identifying with a class. When pressed most Americans say they are middle class, even if they are not. Research on belief in American exceptionalism, indicates that the US is unique among developed nations because it lacks a major working-class political party. In European countries class consciousness usually drives political movements. By contrast, American political culture emphasizes individual opportunity and social mobility over class solidarity. 

Instead of referring to classes, Ron proposes referring to groups by functional language that does not invoke any class. Instead, refer to groups by what they do, financiers, or where they do it, Wall Street executives. This functional approach resonates with American ideals of equality and meritocracy. As the Ron correctly notes that people have different capabilities ("What they can do on an IQ test, or in lettuce field, or in a boardroom is not equal"), but they remain equal as citizens under the law.

One study of political messaging suggested that values-based framing often outperforms policy-specific appeals. When progressive candidates frame their policies using traditionally conservative values like patriotism and family, they gain support among moderate and conservative voters. A classless approach could similarly broaden appeal by avoiding the cultural markers that divide Americans. Some research indicates that despite populist movements' emphasis on class warfare, Americans don't actually organize politically around traditional class lines.

Some populist communication research indicates that the most effective messages focus on specific grievances and solutions rather than class identity. Economic populist messaging that emphasizes fairness and opportunity tends to outperform both class-based appeals and appeals to threats to democracy.

Concrete, Specific Language

Studies demonstrate that concrete messaging outperforms abstract appeals. Instead of vague class categories, use specific occupational descriptions: 

"Factory workers and retail employees" vs. "working class"
"Office managers and teachers" vs. "middle class"
"Food service workers and cashiers" vs. "lower class"

Emphasize Shared American Values
The research confirms that values-based framing is more effective than class-based appeals. Focus on:
Work ethic: "Americans who work hard every day"
Community service: "People who serve our communities"
Economic contribution: "Workers who keep our economy running"

Low cognitive load: Concise messages are more memorable and have greater impact. Simplicity trumps complexity. KISS.

SOME EXAMPLES 

"The top 1%" 

Professional categories:
"Americans like surgeons and finance executives"
"Professionals such as doctors and investment managers"
"People doing specialized work like medical specialists and Wall Street executives"

Functional Descriptions:
"Americans earning from specialized services"
"High-skill professionals in finance and healthcare"
"Specialists managing major businesses"

Geographic and Functional Combined:
"Americans working in financial centers and major hospitals"
"Professionals in Wall Street firms and medical centers"

"The Middle class"

Working class or manual labor and service jobs:

What they do:

Americans working in factories and warehouses
People in construction, manufacturing, and maintenance
Service workers in restaurants, retail, and hotels
Skilled trades professionals like electricians and plumbers
Americans earning hourly wages in physical jobs

Examples:
"Americans who build our infrastructure and serve our communities"
"People working in factories, restaurants, and construction sites"
"Workers who maintain our buildings and serve our food"

Middle class or professional and management workers:
What they do:
People working in offices and professional services
People in management, education, and healthcare roles
Professionals in finance, technology, and administration

Americans with college degrees working in specialized fields:
Employees in government, schools, and corporate headquarters
Americans working in offices and professional services
People managing businesses and teaching in schools
Professionals in healthcare, finance, and technology

"Lower class or poor" 

Americans struggling to meet basic needs
Describe by situation:
Americans working multiple jobs to pay rent
People in minimum-wage service positions
Workers in food service, retail, and personal care
Americans whose jobs don't provide health benefits
People working part-time without steady hours

Messaging examples:
"Americans working in food service and retail for minimum wage"
"People whose jobs don't pay enough to cover basic expenses"
"Workers struggling to afford rent and groceries"

It takes time and effort to be careful about effective messaging. As always, most everything about politics comes back to cognitive biology and social behavior and context.