It's a bit more complicated than just buzzword.
Yes, "family values" is deliberately vague, so as to appeal to the widest possible cross section. Nobody is going to come out against
families, so it's meaningless in itself. They spend a lot of money coming up with these slogans, the way corporations create advertising, and for the same reasons.
"Family values" is code for hetero WASPs, the way "war on drugs" is code for "put blacks in jail." Everyone else is implicitly excluded, meaning GLBTs, immigrants (except from Britain), Muslims, or any other easy target. You can get cheap support by creating an imaginary threat from common prejudices. It's lazy, it's shameful, it's destructive, but it works.
edited 24th Feb '11 2:06:01 PM by RalphCrown
Under World. It rocks!