I decided to call Frank Luntz. Perhaps no person alive has spent more time polling Republican voters and counseling Republican politicians than Luntz, the 58-year-old focus group guru. His research on policy and messaging has informed a generation of GOP lawmakers. His ability to translate between D.C. and the provinces—connecting the concerns of everyday people to their representatives in power—has been unsurpassed. If anyone had an answer, it would be Luntz.
“You know, I don’t have a history of dodging questions. But I don’t know how to answer that. There is no consistent philosophy,” Luntz responded. “You can’t say it’s about making America great again at a time of Covid and economic distress and social unrest. It’s just not credible.”
Luntz thought for a moment. “I think it’s about promoting—” he stopped suddenly. “But I can’t, I don’t—” he took a pause. “That’s the best I can do.
When I pressed, Luntz sounded as exasperated as the student whose question I was relaying. “Look, I’m the one guy who’s going to give you a straight answer. I don’t give a —I had a stroke in January, so there’s nothing anyone can do to me to make my life suck,” he said. “I’ve tried to give you an answer and I can’t do it. You can ask it any different way. But I don’t know the answer. For the first time in my life, I don’t know the answer.
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