Build Back Better commits the cardinal sin of any political slogan: It’s unclear. What does the phrase mean in this context, when you think about it? What are we building back from? Trump’s reign of terror? The pandemic? The rise of “impact” as a verb? As horrific as COVID-19 has been, it’s not like we’re reconstructing society from the ashes with the power of musical theater, Station Eleven–style.
The best-named ambitious pieces of legislation tell a coherent story in a few syllables. The New Deal — now that was a name you could set your watch to. It didn’t require much explaining: The “old deal” was clearly working terribly for a huge portion of Americans. Now, FDR was clearly articulating, it was time for something completely different. LBJ’s the Great Society? Another winner. Yes, a little on the nebulous side, but also noble — a clarion call to Americans who wanted to live up the country’s lofty ideals. Hell, even the Affordable Care Act was pretty good, in retrospect (even if Republicans hijacked it with “Obamacare”).
Build Back Better doesn’t recall those two worthy forebears as much as it brings to mind a technocratic nothing of a slogan like “Winning the Future” (2010s kids will — okay, might — remember).
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