Sadly, language still very much matters. It’s not in just being the first to start the debate [thereby framing it]; it’s also the terms you use inside debate to have maximum effect.
As Ford writes:
What a total whore [politicians] make of language. Language, symbols, are all we have to draw a line between the dead and the living, and the not-yet-born. These hectoring men, and those who write for them, have the entire dictionary to choose from, and the opportunity to narrate an entire country. Instead of a broad current of debate we get a trickle, a thread, a machine-readable text where you and I are the machine: PowerPoint Politics, and PlayStation wars