In 1990, a little-known Republican political training organization called GOPAC released a document that would come to define American political rhetoric for decades to come.

Titled “Language: A Key Mechanism of Control,” the memo was designed not as policy guidance or campaign strategy but as a linguistic arsenal. The goal: to reshape the way Republican candidates spoke — and how voters perceived their opponents.

Distributed to aspiring Republican officeholders across the country, the document advised candidates to adopt emotionally charged, value-laden vocabulary to praise conservative ideas while simultaneously demonizing Democrats.

It wasn’t a list of talking points. It was a psychological blueprint. And its influence still echoes through campaign speeches, cable news segments, and

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