George Lakoff is a linguist, so there’s a lot of stuff in here that made my eyes glaze over, but here’s the important stuff:

Insurance company plans have failed to care for our people. They profit from denying care. Americans care about one another. An American plan is both the moral and practical alternative to provide care for our people.

The insurance companies are doing their worst, spreading lies in an attempt to maintain their profits and keep Americans from getting the care they so desperately need. You, our citizens, must be the heroes. Stand up, and speak up, for an American plan.

Language

As for language, the term “public option” is boring. Yes, it is public, and yes, it is an option, but it does not get to the moral and inspiring idea. Call it the American Plan, because that’s what it really is.

The American Plan. Health care is a patriotic issue. It is what your countrymen are engaged in because Americans care about each other. The right wing understands this well. It’s got conservative veterans at Town Hall meeting shouting things like, “I fought for this country in Vietnam, and I’m [sic] fight for it here.” Progressives should be stressing the patriotic nature of having our nation guaranteeing care for our people.

A Health Care Emergency. Americans are suffering and dying because of the failure of insurance company health care. 50 million have no insurance at all, and millions of those who do are denied necessary care or lose their insurance. We can’t wait any longer. It’s an emergency. We have to act now to end the suffering and death.

I’ll add here that it serves the opponents of an American Plan to say “47 million uninsured” rather than “50 million uninsured.” Politicians and journalists regularly round those numbers to a single significant figure, especially when it benefits right-wing narratives. Even progressives usually say “over 4000 U.S. casualties in Iraq so far” when the current confirmed count is 4331 with one pending as of the time I initially post this. It would be better to say “over 4300 casualties,” but we don’t. We should say “50 million uninsured,” not only because it matches other single-significant-figure estimates, but also because it is supportable. (The Census Bureau’s estimate of “nearly 46 million” was for 2007, but the MEPS data estimates 54 million people were without health insurance in the first half of 2007. 50 million splits the difference.)

Doctor-Patient care. This is what the public plan is really about. Call it that. You have said it, buried in PolicySpeak. Use the slogan. Repeat it. Have every spokesperson repeat it.

Coverage is not care. You think you’re insured. You very well may not be, because insurance companies make money by denying you care.

Deny you care… Use the words. That’s what all the paperwork and administrative costs of insurance companies are about—denying you care if they can.

Insurance company profit-based plans. The bottom line is the bottom line for insurance companies. Say it.

Private Taxation. Insurance companies have the power to tax and they tax the public mightily. When 20%–30% of payments do not go to health care, but to denying care and profiting from it, that constitutes a tax on the 96% of voters that have health care. But the tax does not go to benefit those who are taxed; it benefits managers and investors. And the people taxed have no representation [MD: in the body that’s taxing them]. Insurance company health care is a huge example of taxation without representation. And you can’t vote out the people who have taxed you. The American Plan offers an alternative to private taxation.

Is it time for progressive tea parties at insurance company offices?

Doctors care; insurance companies don’t. A public plan [MD: The American Plan?] aims to put care back into the hands of doctors.

Insurance company bureaucrats. Obama mentions them, but there is no consistent uproar about them. The term needs to come into common parlance.

Insurance companies ration care. Say it and ask the right questions: Have you ever had to wait more than a week for an authorization? Have you ever had an authorization turned down? Have you had to wait months to see a specialist? Does you primary care physician have to rush you through? Have your out-of-pocket costs gone up? Ask these questions. You know the answers. It’s because insurance companies have been rationing care. Say it.

Insurance companies are inefficient and wasteful. A large chunk of your health care dollar is not going for health care when you buy from insurance companies.

Insurance companies govern your lives. They have more power over you than even governments have. They make life and death decisions. And they are accountable only to profit, not to citizens.

The health care failure is an insurance company failure. Why keep a failing system? Augment it. Give an alternative.

If opponents want to bitch and moan about these terms, like proponents do about “death panels” and “government take-over,” they’re welcome to do so. The difference is that these words are factually true and the terms quoted in the previous sentence are deliberate and intentional lies. Not mistakes, not spin, not exaggeration for political effect. Lies. Untruths. Explicit and knowingly false statements designed to prevent voters from having the truth, coming from people who know that they could not possibly persuade voters to support their position if voters had the truth.

Speak honestly and directly using clear terms like these.

(Via George Lakoff on Daily Kos.)