Don’t Think of an Elephant: Know Your Values and Frame the Debate PDF
Preview Don’t Think of an Elephant: Know Your Values and Frame the Debate
Praise for The ALL NEW Don’t Think of an Elephant! “When the original Don’t Think of an Elephant! came out in 2004, Lakoff showed us that progressive Democrats voted on values, not issues—just like the right. Now, Dr. Lakoff is back to prevent a relapse of bad framing. The ALL NEW Don’t Think of an Elephant! is a must read, every bit as important as the first edition. This time we have to train ourselves to think for the long term. Buy this book, memorize it, and teach it to your children. Progressives may be smart, but we don’t communicate our ideas well. This book is the blueprint for how to do better.” HOWARD DEAN — , former chair of the Democratic National Committee and founder of Democracy for America “Lakoff single-handedly convinced liberals of the importance of language in winning political battles. Now he’s back to finish what he started.” MARKOS MOULITSAS — , founder and publisher, Daily Kos “The All New Don’t Think of an Elephant! is an indispensable tool for progressives—packed with new thinking on framing issues that are hotly debated right now, and new insights on how to reclaim the political debate on meaningful terms that can yield true progress, not just political gains.” JENNIFER M. GRANHOLM — , former governor of Michigan Praise for the first edition, Don’t Think of an Elephant! “It’s not enough that we have reason on our side. We also have to use words and images powerful enough to persuade others. Lakoff offers crucial lessons in how to counter right-wing demagoguery. Essential reading in this neo- Orwellian age of Bush-speak.” ROBERT REICH — , author, Aftershock, former US Secretary of Labor “Fascinating insights into why progressives lose good causes and how they can start winning again. You will never listen to a political speech the same way after reading this book.” TINA BROWN — , cofounder, The Daily Beast “Don’t let anyone tell you that the words don’t make a difference; they can evoke the best and the worst in us. Read this book and be part of transforming our political dialogue to support our highest ideals and speak to the hearts of Americans.” JOAN BLADES WES BOYD — and , MoveOn.org “Ever wonder how the radical right has been able to convince average Americans to repeatedly vote against their own interests? It’s the framing, stupid! Don’t 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 that’s put inside. It’s also a detailed roadmap out of the mess we are in. Lakoff shows how progressives can reclaim the political narrative—and, in the process, change our country and our world for the better.” ARIANNA HUFFINGTON — , cofounder and editor-in-chief, The Huffington Post “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 — , author of Natural Capitalism “Don’t 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 — , Nobel Prize winner in Economics “George Lakoff’s Don’t Think of an Elephant! is a wonderful example of what happens when you combine a linguist’s 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 — , University of California, Berkeley “Progressives have a lot to learn about persuading swing voters to our cause, and there’s no better teacher than George Lakoff. This readable text couldn’t be more timely; it should be read widely and put to work before November!” DANIEL ELLSBERG — , author of Secrets: A Memoir of Vietnam and the Pentagon Papers “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 goes with it, are your essential tools. What the Bush administration has done for obfuscation, George Lakoff’s work does for clarification.” CARL POPE — , former president, Sierra Club Previous Books By George Lakoff ★ Political Action ★ The Little Blue Book Don’t Think of an Elephant! Thinking Points ★ Deep Politics ★ Moral Politics Whose Freedom? The Political Mind ★ Linguistics and Cognitive Science ★ Metaphors We Live By Women, Fire, and Dangerous Things Philosophy in the Flesh Where Mathematics Comes From More Than Cool Reason THE ALL NEW ★ ★ ★ ★ DON’T THINK OF AN ELEPHANT! Know Your Values and Frame the Debate George Lakoff Chelsea Green Publishing White River Junction, Vermont Copyright © 2004, 2014 by George Lakoff. All rights reserved. No part of this book may be transmitted or reproduced in any form by any means without permission in writing from the publisher. The first edition of this book was published as Don’t Think of an Elephant! Editor: Joni Praded Project Manager: Patricia Stone Copy Editor: Deborah Heimann Proofreader: Eric Raetz Designer: Melissa Jacobson Printed in the United States of America. First printing September, 2014. 10 9 8 7 6 5 4 3 2 1 14 15 16 17 18 Our Commitment to Green Publishing Chelsea Green sees publishing as a tool for cultural change and ecological stewardship. We strive to align our book manufacturing practices with our editorial mission and to reduce the impact of our business enterprise on the environment. We print our books and catalogs on chlorine-free recycled paper, using vegetable-based inks whenever possible. This book may cost slightly more because it was printed on paper that contains recycled fiber, and we hope you’ll agree that it’s worth it. Chelsea Green is a member of the Green Press Initiative (www.greenpressinitiative.org), a nonprofit coalition of publishers, manufacturers, and authors working to protect the world’s endangered forests and conserve natural resources. The ALL NEW Don’t Think of an Elephant! was printed on paper supplied by Thomson- Shore that contains 100% postconsumer recycled fiber. ISBN 978-1-60358-594-1 (paperback)—ISBN 978-1-60358-595-8 (ebook) The Library of Congress Cataloging-in-Publication Data is available upon request. Chelsea Green Publishing 85 North Main Street, Suite 120 White River Junction, VT 05001 (802) 295-6300 www.chelseagreen.com To Kathleen,Whose insights illuminate every page ★ CONTENTS ★ ★ PREFACE ★ INTRODUCTION: REFRAMING IS SOCIAL CHANGE PART I: FRAMING 101:THEORY AND APPLICATION FRAMING 101: HOW TO TAKE BACK PUBLIC DISCOURSE PART II: FRAMING 102: FRAMING THE UNFRAMED FRAMING THE UNFRAMED REFLEXIVITY: THE BRAIN AND THE WORLD SYSTEMIC CAUSATION POLITICS AND PERSONHOOD THE PRIVATE DEPENDS ON THE PUBLIC PART III: FRAMING FOR SPECIFIC ISSUES FREEDOM ISSUES THE PIKETTY INSIGHT ON THE ACCELERATING WEALTH GAP GOVERNMENT BY CORPORATION PART IV: FRAMING: LOOKING BACK A DECADE WHAT’S IN A WORD? PLENTY, IF IT’S MARRIAGE METAPHORS OF TERROR METAPHORS THAT KILL PART V: FROM THEORY TO ACTION WHAT CONSERVATIVES WANT WHAT UNITES PROGRESSIVES FREQUENTLY ASKED QUESTIONS HOW TO RESPOND TO CONSERVATIVES ★ ACKNOWLEDGMENTS ★
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