Word choices are very important. Two words might mean the same thing to you. But to your audience, one word may be far more meaningful and positive than another — and may get your point across not just more favorably, but more accurately. An example is the word “capitalism” to describe the economic system libertarians believe in.
In a past column, I described some of the positive and negative reactions some audiences have to “capitalism,” and suggested some alternatives that are better in some circumstances.
You can read that column here.
Now we have some fascinating information to add.
A January 2010 Gallup poll makes a very good case for using “free enterprise” in many situations.
This January 2010 poll asked a representative sampling of Americans whether their top-of-mind reactions to several political terms were positive or negative. Respondents were not given explanations or descriptions of the terms.
Two of those terms were “capitalism” and “free enterprise.”
Both words, of course, essentially mean the same thing in typical, common usage.
However, they drew considerably different approval ratings.
First, the word “capitalism.”
Says Gallup: “Americans are more positive than negative on ‘capitalism,’ the word typically used to describe the United States’ prevailing economic system.
“‘Capitalism’ generates positive ratings from a majority of Americans, with a third saying their reaction is negative [61% versus 33%].
“Republicans are significantly more positive than Democrats in their reactions to ‘capitalism,’ although majorities of both groups have favorable opinions.
“Conservatives have the highest positive image [for the word “capitalism”], followed by liberals. Moderates have somewhat lower positive ratings than either of these groups.”
Now consider reaction to the term “free enterprise.”
According to Gallup:
“Americans are almost uniformly positive in their reactions to… ‘free enterprise.'”
“Eighty-six percent of respondents rated the term ‘free enterprise’ positively, giving it substantially more positive ratings than ‘capitalism.’ Although in theory these two concepts are not precisely the same, they are in many ways functional equivalents.
“Yet, underscoring the conventional wisdom that words matter, the public clearly reacts differently to the two terms. Free enterprise as a concept rings more positively to the average American than does the term capitalism.
“Strongly positive ratings of free enterprise are generally uniform across both partisan groups [Democrats and Republicans], and across the three ideological groups [liberals, conservatives, moderates].”
Gallup sums up with a lesson effective libertarian communicators cannot ignore:
“Bottom line: As most politicians and many in business have learned, the choice of words to describe a concept or a policy can often make a substantial difference in the public’s reaction. The current research confirms that assumption.
“It is apparent that ‘free enterprise’ evokes more positive responses than ‘capitalism,’ despite the apparent similarity between the two terms.”
NOTE: The same Gallup report I link to above also offers a very useful analysis by Gallup that breaks the popularity of these phrases down further, by political ideology (conservative, liberal, and “moderate”), by party, and so on. I highly recommend this short analysis to anyone seriously interested in using these terms effectively.