Ten years ago, the political strategist Frank Luntz issued a proclamation about the language of immigration. ‘‘Always refer to people crossing the border illegally as ‘illegal immigrants’ — NOT as ‘illegals,’ ’’ Luntz instructed fellow conservatives. ‘‘Illegals’’ sounds harsh and spiky. As with ‘‘fatties’’ in high school, or ‘‘thugs,’’ it’s a way to write off a group and justify its mistreatment. Luntz says his research showed that ‘‘if you used the word ‘illegals,’ you didn’t get a chance to say anything else — Latino audiences would turn you off.’’ Republicans have long respected Luntz’s messaging skills: This is the man who helped them write the Contract With America and pioneer the phrase ‘‘death tax.’’ Yet G.O.P. candidates for president have repeatedly ignored his warning. CONT.
Emily Bazelon, New York Times Magazine