George Lakoff - Dont Think of an Elephant!
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MORE ADVANCE PRAISE FOR
DONT THINK OF AN ELEPHANT!
This is a pocket manifesto for those who still wonder how a small group of rich, powerful oligarchs tied together the shoelaces of the progressive movement. Read it once, and know why we are losing. Read it twice, and we can restore sanity to the world.
Paul Hawken, coauthor ofNatural Capitalism
I learned a lot from Lakoff. You will too.
George Soros
Dont Think of an Elephant! is a work of genius. As George Lakoff explains how the right has framed the notion of the political center, he presents both the most original and the most practical analysis of United States politics in many years.
George Akerlof, University of California, Berkeley,
and Nobel Prize winner in Economics
Are you tired of explaining to reporters why they shouldnt call Bushs clear-cut extravaganza healthy forests? Does it bother you that the power plants upwind from your community will keep on poisoning you with mercury in the name of clear skies? Do you wonder what family value is advanced by shifting the cost of cleaning up toxic waste from polluters to victims?
If you want to take back our country, you have to take back your community. If you want to take back your community, you need to take back the debate. This book, and the video that go with it, are your essential tools. What the Bush administration has done for obfuscation, George Lakoffs work does for clarification.
Carl Pope, Executive Director, Sierra Club, and author of
Strategic Ignorance: Why the Bush Administration Is
Recklessly Destroying a Century of Environmental Progresss
Progressives have a lot to learn about persuading swing voters to our cause, and theres no better teacher than George Lakoff. This readable text couldnt be more timely; it should be read widely and put to work!
Daniel Ellsberg, author ofSecrets: A Memoir
of Vietnam and the Pentagon Papers
George Lakoffs Dont Think of an Elephant! is a wonderful example of what happens when you combine a linguists ear for the subtleties of language with an understanding of the complexities of modern politics and a commitment to progressive ideals. Whether you think of yourself as a liberal, a progressive, or simply someone with an interest in how political language works, this is a must read.
Geoffrey Nunberg, Consulting Professor of Linguistics,
Stanford University, and author ofGoing Nucular
Ever wonder how the radical right has been able to convince average Americans to repeatedly vote against their own interests? Its the framing, stupid! Dont Think of an Elephant! is a pithy and powerful primer on the language of American politics, and a vital reminder that he who creates the political framework controls the picture thats put inside. Its also a detailed roadmap out of the mess we are in. Lakoff shows how progressives can reclaim the political narrativeand, in the process, change our country and our world for the better.
Arianna Huffington, syndicated columnist and author of
Fanatics & Fools: The Game Plan for Winning Back America
Its not enough that we have reason on our side. Lakoff offers crucial lessons in how to counter right-wing demagoguery. Essential reading in this neo-Orwellian age of Bush-speak.
Robert B. Reich, Maurice Hexter Professor of Social
and Economic Policy, Brandeis University, and author of
Reason: Why Liberals Will Win the Battle for America
DONT THINK OF AN ELEPHANT!
Other Books by George Lakoff
Moral Politics: How Liberals and Conservatives Think. Chicago: University of Chicago Press, 1996; 2nd ed., 2002.
Metaphors We Live By (with Mark Johnson). Chicago: University of Chicago Press, 1980; 2nd ed., 2003.
Women, Fire, and Dangerous Things: What Categories RevealAbout The Mind. Chicago: University of Chicago Press, 1987.
More Than Cool Reason: A Guide to Poetic Metaphor (with Mark Turner). Chicago: University of Chicago Press, 1989.
Philosophy in the Flesh: The Embodied Mind and Its Challengeto Western Thought (with Mark Johnson). New York: Basic Books, 1999.
Where Mathematics Comes From: How the Embodied MindBrings Mathematics into Being (with Rafael Nez). New York: Basic Books, 2000.
DONT THINK OF AN ELEPHANT!
Know Your Values and Frame the Debate
GEORGE LAKOFF
THE ESSENTIAL GUIDE FOR PROGRESSIVES
Foreword by HOWARD DEAN
Introduction by DON HAZEN
CHELSEA GREEN PUBLISHING
WHITE RIVER JUNCTION, VERMONT
Copyright 2004 by George Lakoff
All rights reserved. No part of this book may be transmitted in any form by any means without permission in writing from the publisher.
Managing Editor: Collette Leonard
Developmental Editor: Jennifer Nix
Project Editor: Marcy Brant
Copy Editor: Robin Catalano
Designer: Peter Holm
Design Assistant: Daria Hoak
Printed in Canada
First printing, September, 2004
10
Printed on acid-free, recycled paper
Library of Congress Cataloging-in-Publication Data
Lakoff, George.
Dont think of an elephant! : know your values and frame the debate : the essential guide for progressives / by George Lakoff.
p. cm.
Includes bibliographical references.
eBook ISBN: 978-1-603580-16-8
1. Communication in politicsUnited States. 2. Progressivism (United States politics) 3. United StatesPolitics and government2001- I. Title.
JA85.2.U6L35 2004
320.51'3'0973--dc22
2004018919
Chelsea Green Publishing Company
Post Office Box 428
White River Junction, VT 05001
(800) 639-4099
www.chelseagreen.com
The following chapters appeared earlier and are reprinted here with the authors approval.
Chapter 2 previously appeared as The Frame Around Arnold, AlterNet, October 13, 2003. http://www.alternet.org/story.html?StoryID=16947.
Chapter 3 previously appeared as Whats in a Word? AlterNet, February 18, 2004. http://www.alternet.org/story.html?StoryID=17876.
Chapter 4 previously appeared as Metaphors of Terror, University of Chicago Press Web site, September 16, 2001. http://www.press.uchicago.edu/News/911lakoff.html.
Chapter 5 previously appeared as Metaphor and War Again, AlterNet, March 18, 2003. http://www.alternet.org/story.html?StoryID=15414.
Chapter 6 previously appeared as Betrayal of Trust, AlterNet, September 15, 2003. http://www.alternet.org/story.html?StoryID=16771.
To
Kathleen, Andy, Ezra, and Hera
CONTENTS
by Howard Dean
by Don Hazen
If only the Democrats had read George Lakoff a few years ago, we might not be in the position we find ourselves in today: out of power in the White House, out of power in Congress, and out of power in the Courts.
Lakoff has written down, in language liberals can understand, what Ralph Reed, Newt Gingrich, and Frank Luntz intuitively realized a long time ago. Language matters.
By defining a concept such as tax relief, the right wing of the Republican party not only set the terms of the debate, they seized the high ground. By defining tax cuts as tax relief, the right also defined those who were against tax cuts as essentially bad people.
If you are confused by this, you desperately need to read this book. Lakoffs insights will not only send a chill of recognition through you. More importantly, he shows us the way out of the morass. Americans who want to be first to set the agenda need to be quick, and must understand the use of language. Agenda setters also need to be unapologetic and unafraid.
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