George Lakoff: In Politics, Progressives Need to Frame Their Values

Interview online here.

The following is a Truthout interview with Professor George Lakoff about his latest effort, THE ALL NEW Don’t Think of an Elephant!, to convince progressives to “frame” their political language and appeals based on deep-seated and active values. These are positions and actions that most of the public supports, but absent appropriate “framing” often vote their fears instead of progressive beliefs. It is necessary to ground a nurturing politics for the common good and core values in language and a moral foundation that appeals – rhetorically and emotionally – to the better selves of voters.

Mark Karlin: Before we get into the new edition of Don’t Think of an Elephant!, THE ALL NEW Don’t Think of an Elephant!, I wanted to ask you a bit more about something you said to me in a conversation at your home awhile back. You noted that it’s not surprising that Republicans are more persuasive than Democrats because they are more skilled at selling and marketing. Does this also relate to the prevalence of consumer advertising in the US that convinces people to buy things that they don’t need or want?

George Lakoff: The marketing profession uses knowledge about the mind, the brain, language, imagery, emotions, the framing of experiences and products, personal and social identity, and normal modes of thought that lead to action and that change brains over time. Marketing professors in business schools study results in these areas and teach courses on how to market most effectively. Again, they study normal modes of thought – the way people really reason. It would be strange to call such modes of thought “irrational” since they are the forms of reason that we have evolved to get us through life.
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