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Wednesday, Jun 12, 2013 2:00 PM UTC

Frank Luntz hired by Washington football team to convince people name isn’t horribly racist

Republican pollster hired by football team with disgusting name

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Topics: Opening Shot, Frank Luntz, NFL, Sports,

Frank Luntz hired by Washington football team to convince people name isn't horribly racistFrank Luntz(Credit: AP/Rogelio V. Solis)

The Washington, D.C.-area NFL franchise has commissioned veteran Republican pollster Frank Luntz to conduct some focus groups to see how American football fans feel about the franchise’s name, which is a vile racial slur.

Luntz has also previously consulted for the NFL on matters related to the ongoing lawsuit 4,000 former players filed against the league relating to concussions, and has appeared on ESPN representing the league, but in this case he appears to be working just for the team in question, with the disgusting and offensive name. That team, named after a wildly derogatory name for American Indians, has received a great deal of criticism for its name recently, including a trademark lawsuit and a letter from 10 members of Congress urging a change.

Luntz isn’t just going to get a feel for what people think of the name. Luntz’s specialty is crafting language to sell conservative policies or discredit liberal ones. You hire Luntz not to merely poll, but to figure out how best to sell people on something. It seems reasonable to assume that team owner Daniel Snyder, who has vowed to never change the name, is working now on how best to convince people that his team’s name is not a repellent racial epithet. Luntz’s specialty is renaming things to sound more appealing, but in this case he’ll be crafting the best possible language to use when explaining why something shouldn’t be renamed. (Luntz was reprimanded by American pollsters’ official professional association for his work on the 1994 GOP “Contract With America,” because he was suspiciously vague about how many people he actually polled after claiming that polls showed that Americans loved the contract.)

Luntz is actually fantastically good at his job — so good that he’s convinced quite a few seemingly intelligent liberals that Luntzian language-massaging is the secret behind all conservative electoral success — which is why he is basically Fox News and the House Republicans’ message-crafter-in-residence. He renamed the estate tax “the death tax.” He told the GOP to refer to Democratic healthcare reform as “a Washington takeover” and financial reform as a “big bank bailout bill.”

ThinkProgress reports that Luntz sent out an email survey designed to find eligible focus group participants. The survey asked about the team’s name directly, asking respondents to select either “I find the name offensive and they should change it” or “I don’t find the name offensive and they should keep it as is.”

This Washington football team was named by one of the most vehement racists in the history of American professional sports. When George Marshall bought the team in 1932, they were called the Boston Braves. He changed the name — to a slur, because he was a racist — and moved them to Washington. He made “Dixie” one of the team’s fight songs and refused to hire black players well into the 1960s. The NFL integrated in 1946 but Marshall’s team held out until the federal government actually forced them to field black players in 1963. The all-white Washington teams of the 1950s and 1960s were among the worst in the league, but segregation was more important to Marshall than winning football games. The NFL had actually already been racially integrated until black players were suddenly banned in 1933. Interviews with owners suggest that Marshall was responsible for the ban.

This is the man who named the team and white supremacy and racism obviously informed his every decision. In his will he insisted that his foundation not spend any money on “any purpose which supports or employs the principle of racial integration in any form.” It is extremely hard to believe that this man selected the name — specially changed the name from a less offensive term for American Indians to this term — to “honor” anyone, the usual argument used by the team’s modern defenders.

The current owner of the team, an incompetent lying corporate buffoon named Dan Snyder, is not as racist as George Marshall. (Few living people are.) He is merely dumb, vain, greedy and stubborn. He attempted to sue the Washington City Paper out of existence for printing a story that accurately described him as a thin-skinned moronic avatar of greed dedicated to bleeding fans of his team dry. He eventually dropped the case.

The City Paper, it should be noted, refuses to use the teams’ name, and refers to it as the “Pigskins,” which would be a fine replacement. The Kansas City Star has a similar policy but, notably, none of the other major Washington-area media outlets do. If the Washington Post — or Disney-owned ESPN! — adopted a similar policy, it could actually force a change, but that’s not likely to happen any time soon. Some Post columnists have written about their opposition to the name, but the paper needs access to the team to be able to have a sports section. It should be noted that even Jack Abramoff knows the name is gross. (It should also be noted that he and Snyder were quite friendly: “A few seasons later, I was given first choice of the new suites in the former press section and our expenditures at Fed Ex Field grew exponentially.”)

That Snyder is hiring Frank Luntz suggests a certain amount of concern that nationwide blasé acceptance of his team’s name may be coming to an end. He certainly didn’t seem to take criticisms particularly seriously before — his team’s P.R. desk has usually just pointed to a couple of polls and dismissed critics as unimportant — but now he is writing letters to Congress and working out a P.R. strategy. That’s good. It means he’s losing. But it doesn’t mean he’ll lose. The team has successfully fought public pressure for decades, and the NFL has other high-priority P.R. nightmares distracting it from taking the controversy seriously. And soon we’ll begin hearing some much more convincing arguments in favor of the name, courtesy of Luntz and whatever other high-priced professional spinners Snyder hires.

Alex Pareene

Alex Pareene writes about politics for Salon and is the author of "The Rude Guide to Mitt." Email him at apareene@salon.com and follow him on Twitter @pareene More Alex Pareene.

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Alex Pareene surveys the burgeoning and bloated world of political news and opinion and explains the day's most essential story in Opening Shot, posted by 8:30 a.m. each weekday. Bookmark this page; follow @pareene on Twitter.

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