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In this updated edition of Lakoff and Johnson's influential book, the...

Lakoff reveals...

One of the world 's best-known linguists and cognitive scientists, George Lakoff has a knack for making science make sense for general readers. In his new book, Lakoff spells out what cognitive science has discovered about reason, and reveals that human reason is far more interesting than we thought it was. Reason is physical, mostly unconscious, metaphorical, emotion-laden, and tied to empathy-and there are biological explanations behind our moral and...

Ten years after writing the definitive, international bestselling book on political debate and messaging, George Lakoff returns with new strategies about how to frame today's essential issues.

Called the -father of framing- by The New York Times, Lakoff explains how framing is about ideas--ideas that come before policy, ideas that make sense of facts, ideas that are proactive not reactive, positive not negative, ideas that need to be communicated out loud every day in public.

The ALL NEW Don't Think of an Elephant...

Since September 11, 2001, the Bush administration has relentlessly invoked the word "freedom." Al-Qaeda attacked us because "they hate our freedom." The U.S. can strike preemptively because "freedom is on the march." Social security should be privatized in order to protect individual freedoms. The 2005 presidential inaugural speech was a kind of crescendo: the words "freedom," "free," and "liberty," were used forty-nine times in President Bush's twenty-minute speech.

In Whose Freedom?, Lakoff surveys the political landscape and offers an essential map of the Republican battle...

At first glance, issues like economic inequality, healthcare, climate change, and abortion seem unrelated. However, when thinking and talking about them, people reliably fall into two camps: conservative and liberal. What explains this divide? Why do conservatives and liberals hold the positions they do? And what is the conceptual nature of those who decide elections, commonly called the "political middle"?

The answers are profound. They have to do with how our minds and brains work. Political attitudes are the product of what cognitive scientists call Embodied Cognition --...

Two years ago George Lakoff published the bestselling Don't Think of an Elephant Its account of the conservative monopoly on effective framing touched off a national discussion about political language. It also gave rise to a chorus of pleas for more:

* What is the progressive vision of America;
* Why progressive values are America's values;
* How frames are necessary to serve the truth;
* Why sloganeering alone doesn't work;
* How progressives trap themselves and how they can escape those traps; and
* How political arguments and narratives can be put...

"The essential handbook for thinking and talking Democratic--must reading not only for every Democrat but for every responsible citizen" (Robert B. Reich, former Secretary of Labor and author of Beyond Outrage).

Voters cast their ballots for what they believe is right, for the things that make moral sense. Yet Democrats have too often failed to use...