Communications expert Luntz offers a behind-the-scenes look at how the tactical use of words and phrases affects what we buy, who we vote for, and even what we believe in. Luntz has used his knowledge of words to help more than two dozen Fortune 500 companies grow. He tells us why Rupert Murdoch's six-billion-dollar decision to buy DirectTV was smart because "satellite" was more cutting edge than "digital cable," and why pharmaceutical companies transitioned their message from "treatment" to "prevention" and "wellness." If you ever wanted to learn how to talk your way out of a traffic ticket or talk your way into a raise, this book is for you.--From publisher description.

"Are rural white Christians the real Americans? Should teachers be armed or should the Second Amendment be repealed? Is abortion murder or an ethically sound choice for women? Should migrant babies be caged or should ICE be abolished? Should billionaires exist while children go hungry? These are some of the bitter ideological disputes that have turned social media into a political battlefield. In Digital Civil War, Peter Daou, a veteran digital-media adviser to presidential candidates, investigates the underlying value systems and moral arguments of the warring parties, arguing that democracy itself is under assault by an emboldened and empowered Far Right. Daou shows how the digital civil war is waged with words and images that are designed to inflict psychological harm, to injure through verbal violence, to wreak havoc with rhetoric. And he explains that the relentless toxicity of social media - often treated as an aberration - is a feature, not a bug, of digital warfare."--Amazon.com.