Frank Luntz, a Republican strategist, authored Words that Work, a book focused on the political power of language. Through strategic phrasing, such as replacing “estate tax” with “death tax” and calling “oil drilling” “energy exploration,” Luntz demonstrated how words can reshape public perception. These shifts in terminology helped the GOP under George W. Bush secure two terms in the White House.
Luntz concluded his book by listing terms that failed to resonate, with one of the most relevant to the current political climate being “undocumented workers.” This phrase became a staple for Democrats, but it played a role in their defeat in the 2024 election. While the full reasons for the party’s losses are still being analyzed, the use of certain terms, especially “undocumented workers,” stands out as a contributing factor.
The GOP’s strategic use of language under George W. Bush changed the course of elections
The Democratic intention behind adopting “undocumented workers” was to distance themselves from Donald Trump’s divisive use of “illegal aliens,” a term he frequently used to vilify immigrants. The aim was to show compassion for migrants and reject Trump’s harmful narrative.
However, the word choice backfired. The distinction between “undocumented” and “illegal” created confusion and, for many voters, appeared to avoid confronting the reality of illegal immigration.
Polling in March revealed that a majority of voters, 62 percent, including 60 percent of independents, preferred “illegal immigrant” or “illegal alien” over “undocumented worker” when referring to those who entered the U.S. illegally.
This preference was particularly strong among Latinos, many of whom felt the term more accurately reflected the reality of the situation. Latino columnist Ruben Navarette Jr. argued that “illegal immigrant” was not an attack but a description grounded in fact.
The term “Latinx,” which was introduced as a gender-neutral alternative to Latino and Latina, has also sparked debate within the Latino community. Research shows that fewer than half of Latinos are even aware of the term, and just 4 percent use it to describe themselves. Its lack of acceptance has further alienated Latino voters, who moved away from the Democratic Party in large numbers in the recent election.
The term “people of color” has also been widely criticized for grouping diverse communities into one oversimplified category. The 2024 election underscored the need to address voters as individuals rather than lumping them together under a broad, all-encompassing label. To win back non-white voters, Democrats need to acknowledge the unique identities and concerns of various racial and ethnic groups.
Lastly, the acronyms used to describe the LGBTQ+ community have become increasingly convoluted, adding to the confusion. A 2018 survey showed that a vast majority of people, around two-thirds, felt that the expansion of these terms was needlessly complicated. The growing list of letters used to represent different gender and sexual identities fails to account for the varied opinions within the community, particularly on issues like transgender rights.
While individuals should be free to identify as they wish, the imposition of new, often confusing language by the Democratic Party has alienated voters. As George Orwell warned, political language can be used to obscure truth.
By relying on euphemistic terms that avoid difficult issues, Democrats risk losing touch with the very voters they seek to represent. To rebuild trust, they need to embrace clear, honest communication that reflects the challenges of the issues at hand.
