George Lakoff Manifesto
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ChangeThis Y Save to disk Hide/Show menus GEORGE LAKOFF MANIFESTO continued > by George Lakoff | iss. 5.01 | i | U | X | + | Not using Adobe Acrobat? Please go to http://changethis.com/content/reader ChangeThis UNDERSTANDING THE CONSERVATIVES’ MOST POWERFUL WEAPON For the most part, liberals and progressives still donʼt understand what conservatives are doing to them. There have been major articles written recently on conservative think tanks (New York Times Sunday Magazine, July 25, 2004 and Harper’s, September 1, 2004 ), but no discussion at all of the mechanism conservatives use to confound liberals and forever have them on the defensive. framing That mechanism is called . Conservatives have managed to frame public debate on just about every issue. They have framed regulation as government interference in the free market, which is in turn framed as natureʼs way of optimizing wealth for all. Conservatives have framed poor people as undisciplined and to blame for their own poverty, environmentalists as tree huggers who care more about owls than people, criticism of government foreign policy as support for the enemy, and the Iraq War as part of a War on Terror. Yet, as much as liberals discuss politics, they still have not yet learned enough about framing to see how conservatives have won—and how liberals This manifesto is and progressives can become more effective in contributing to public discourse. from George Lakoffʼs Framing is the conservativesʼ most important weapon. Framing is critical because a book, Donʼt Think of frame, once established in the mind of the reader (or listener, viewer, etc.) leads that an Elephant! Know Your Values and Frame the person almost inevitably to the conclusion desired by the framer, and it blocks con- Debate. To learn more sideration of other possible facts and interpretations. about this book, GO George Bushʼs frame around tax cuts as “relief” illustrates this: When conservatives click here. discuss tax reduction, the phrase “tax relief” is repeated over and over. For there to | iss. 5.01 | i | U | X | + | 2/25 ChangeThis be “relief” there must be an affliction, an afflicted party harmed by the affliction, a reliever who takes the affliction away and is therefore a hero. And if anybody tries to stop the reliever, heʼs a villain wanting the suffering to go on. Add “tax” and you have a metaphorical frame: Taxation is an affliction. The taxpayer is the afflicted party, the conservatives are heroes and the liberals are villains. The only sensible thing to do with taxes (as with any affliction) is to get rid of them. Entirely. If the facts don’t fit the frames, the frames stay and the facts are ignored. Any time you hear the words “tax relief,” all of this is called up. The words are then repeated day after day, quoted in every newspaper, on every TV and radio station. The term becomes the way TV commentators and journalists talk about taxes. Pretty soon the liberals are talking about their “tax relief,” only for the middle class. By adopting the conservativesʼ language, they have adopted one of their central ideas. Every time they use the words, they reinforce the idea. The reason is that once phrases become part of everyday language, their frames become physically fixed in peopleʼs brains. Once this happens, mere facts donʼt mat- ter. If the facts donʼt fit the frames, the frames stay and the facts are ignored. Once the conservatives see their frames accepted, they have an overwhelming advantage in every debate. Their frames become the new common sense, because frames define what common sense is. | iss. 5.01 | i | U | X | + | 3/25 ChangeThis These properties of frames have consequences. If you negate a frame, you just re- inforce the frame. When Nixon, during Watergate, said on TV, “I am not a crook,” everyone thought of him as a crook. Denying a claim reinforces the claim. Another example, “There hasnʼt been any tax relief for most people” reinforces the idea of taxation as an affliction. By using the other sideʼs words, you reinforce their frames. Itʼs a trap liberals continuously fall into. By using the other side’s words, you reinforce their frames. It’s a trap liberals continuously fall into. Another trap is the assumption that all you have to do is set the facts straight and people will reason to the right conclusion. Wrong! If the facts contradict the common- place frames, the frames will stay and the facts will be ignored. The 9-11 Commission Report argued that Saddam Hussein had nothing to do with al Qaeda and the 9-11 attack. But speaker after speaker at the Republican convention referred to the Iraq War as part of the War on Terror, and it went by unquestioned by most commentators and millions of viewers. The frame is constantly being reinforced and has remained in the brains of a great many Americans. The facts wonʼt register—unless they are presented as part of a successful reframing of the issues. The media seem unaware of how framing works. The conservativesʼ most powerful weapon is barely discussed, because it is barely comprehended. As a cognitive linguist, | iss. 5.01 | i | U | X | + | 4/25 ChangeThis whose profession includes the scientific study of framing, Iʼve decided to stop cursing the papers and television, and to do something about it. Some colleagues and I have started a progressive think tank dedicated to refram- ing (the Rockridge Institute http://www.rockridgeinstitute.org) and Iʼve written a new book, called Don’t Think of an Elephant! Know Your Values and Frame the Debate (Chelsea Green Publishing). Framing matters. You need to know how it works. Here are some helpful excerpts from the new book, which is available in Don’t Think of an Elephant! WHAT UNITES PROGRESSIVES To approach what unites progressives, we must first ask what divides them. Here are some of the common parameters that divide progressives from one another: » Local interests » Idealism versus pragmatism » Radical change versus moderate change » Militant versus moderate advocacy » Types of thought processes: socioeconomic, identity politics, environmentalist, civil libertarian, spiritual, and antiauthoritarian. Click on any underlined hyperlink to visit that Programs are a major problem for attempts at unity. As soon as a program is made site. For other tips, specific, the differences must be addressed. Progressives tend to talk about programs. i GO go to [ ]. But programs are not what most Americans want to know about. Most Americans | iss. 5.01 | i | U | X | + | 5/25 ChangeThis want to know what you stand for, whether your values are their values, what your principles are, what direction you want to take the country in. In public discourse, val- ues trump programs, principles trump programs, policy directions trump programs. I believe that values, principles, and policy directions are exactly the things that can unite progressives, if they are crafted properly. The reason that they can unite us is that they stand conceptually above all the things that divide us. IDEAS THAT MAKE US PROGRESSIVES What follows is a detailed explication of each of those unifying ideas. 1 values . First, coming out of a basic progressive vision 2 principles . Second, that realize progressive values 3 policy directions . Third, that fit the values and principles 4 brief ten-word philosophy . And fourth, a that encapsulates all the above THE BASIC PROGRESSIVE VISION The basic progressive vision is of community—of America as family, a caring, respon- sible family. We envision an America where people care about each other, not just themselves, and act responsibly with strength and effectiveness for each other. We are all in the same boat. Red states and blue states, progressives and conserva- tives, Republicans and Democrats. United, as we were for a brief, beautiful moment just after September 11, not divided by a despicable culture war. | iss. 5.01 | i | U | X | + | 6/25 ChangeThis THE LOGIC OF PROGRESSIVE VALUES The progressive core values are family values—those of the responsible, caring family. Caring and responsibility, carried out with strength: These core values imply the full range of progressive values. Here are those progressive values, together with the logic that links them to the core values. 1 Protection, fulfillment in life, fairness. When you care about someone, you want them to be protected from harm, you want their dreams to come true, and you want them to be treated fairly. 2 Freedom, opportunity, prosperity. There is no fulfillment without freedom, no freedom without opportunity, and no opportunity without prosperity. 3 Community, service, cooperation. Children are shaped by their communities. Responsibility requires serving and helping to shape your community. That requires cooperation. 4 Trust, honesty, open communication. There is no cooperation without trust, no trust without honesty, and no cooperation without open communication. Just as these values follow from caring and responsibility, so every other progressive value follows from these. Equality follows from fairness, empathy is part of caring, diversity is from empathy and equality. | iss. 5.01 | i | U | X | + | 7/25 ChangeThis Progressives not only share these values, but also share political principles that arise from these values. PROGRESSIVE PRINCIPLES EQUITY. What citizens and the nation owe each other. If you work hard, play by the rules, and serve your family, community, and nation, then the nation should provide a decent standard of living, as well as freedom, security, and opportunity. EQUALITY. Do everything possible to guarantee political equality and avoid imbalances of political power. DEMOCRACY. Maximize citizen participation; minimize concentrations of political, cor- porate, and media power. Maximize journalistic standards. Establish publicly financed elections. Invest in public education. Bring corporations under stakeholder control, not just stockholder control.