Completely revised and updated to tackle today’s issues, the 10th Anniversary Edition not only explains what framing is and how it works but also reveals why, after a brief stint of winning the framing wars in the 2008 elections, the Democrats have gone back to losing them, and what can be done about it.
In this powerful new volume, George Lakoff delves into the issues that will dominate the midterm elections in 2014, the coming presidential elections, and beyond. He examines the current progressive and conservative frames on climate change, inequality, immigration, education, abortion, marriage, healthcare, national security, energy, and more. He explores why some issues have been difficult to frame, guides readers on how to frame complex issues without losing important context, and drives home the important differences between framing and spin.
Completely revised and updated to tackle today’s issues, the 10th Anniversary Edition not only explains what framing is and how it works but also reveals why, after a brief stint of winning the framing wars in the 2008 elections, the Democrats have gone back to losing them, and what can be done about it.
In this powerful new volume, George Lakoff delves into the issues that will dominate the midterm elections in 2014, the coming presidential elections, and beyond. He examines the current progressive and conservative frames on climate change, inequality, immigration, education, abortion, marriage, healthcare, national security, energy, and more. He explores why some issues have been difficult to frame, guides readers on how to frame complex issues without losing important context, and drives home the important differences between framing and spin.
Original Title
The ALL NEW Don't Think of an Elephant! -- Ch 6: The Private Depends on the Public
Completely revised and updated to tackle today’s issues, the 10th Anniversary Edition not only explains what framing is and how it works but also reveals why, after a brief stint of winning the framing wars in the 2008 elections, the Democrats have gone back to losing them, and what can be done about it.
In this powerful new volume, George Lakoff delves into the issues that will dominate the midterm elections in 2014, the coming presidential elections, and beyond. He examines the current progressive and conservative frames on climate change, inequality, immigration, education, abortion, marriage, healthcare, national security, energy, and more. He explores why some issues have been difficult to frame, guides readers on how to frame complex issues without losing important context, and drives home the important differences between framing and spin.
Completely revised and updated to tackle today’s issues, the 10th Anniversary Edition not only explains what framing is and how it works but also reveals why, after a brief stint of winning the framing wars in the 2008 elections, the Democrats have gone back to losing them, and what can be done about it.
In this powerful new volume, George Lakoff delves into the issues that will dominate the midterm elections in 2014, the coming presidential elections, and beyond. He examines the current progressive and conservative frames on climate change, inequality, immigration, education, abortion, marriage, healthcare, national security, energy, and more. He explores why some issues have been difficult to frame, guides readers on how to frame complex issues without losing important context, and drives home the important differences between framing and spin.
From the beginning, America provided public education, public hospitals, public roads and bridges, an army to protect the union, a legislature to make laws regulating and maintaining the union, an executive to carry out those laws, a justice system to enforce those laws, a national bank, a patent ofce, means to promote interstate commerce, and above all, a system for the public to choose those who govern us. Without such public resources there could have been no satisfactory private life and no functioning business community in Americaand no democracy! Tis tells us something deep and crucial about American democ- racy, and Western democracy in general. American democracy has grown out of the idea of a uniona coming together of citizens who care about each other and therefore care about their nation as a whole. America has worked as a democracy because enough Americans have taken responsibility for each otherthat is, for the nationusing their government to provide public resources for all, enough and of the right kind to provide decent private lives for most of our citizens. Understanding this requires noticing and appreciating those public resources, appreciating the civil servants who provide them, and understanding that we as citizens take on the responsibility, both through paying for them and providing political support. It is even more true today that the private depends on the public. We, as citizens working though our government, have provided much morean electric grid, public universities, an interstate high- way system, publicly funded scientifc research that has resulted in the feld of computer science and all computer technology, satellite communications that make telecommunications and the Internet possible, modern medicine, airports and an air trafc control sys- tem, pilot training through the air force, a center for disease control and a food and drug administration, an environmental protection THE PRI VATE DEPENDS ON THE PUBLI C 51 agency, a national park and national monument system, a public resource management system, a civil service to replace the corrupt old spoils system, and on and on. And perhaps the greatest public resource of all is a public system for managing and guaranteeing the functioning of all of these public resources: a governmenta system of governingup to these tasks. Without all of this, the blessings of modern American private life and private enterprise would not be here. Te private depends on the public. Public resources make private life possible. It doesnt take much to see this. Te evidence is all around us every day. Tere used to be signs on public projects: Your tax money at work! But such signs appear no more and the most basic truth of our democracy goes largely unspoken. Why? Progressives take it for granted, as part of their moral and practical assumptions, like breathing or noting that the sky is blue. Tis is an important fact about how brains work. Some ideas and some knowl- edge are so deep that they rarely if ever even come to consciousness. Nobody goes around saying things like, People breathe, or You have a nose. But for conservatives, the very idea that the private depends on the public is anathemaimmoral. Conservatives have a diferent view of responsibility. Whereas progressives believe centrally in empathy (caring about their fellow citizens), both personal and social respon- sibility, and a commitment toward doing their best toward those ends, conservatives believe only in personal responsibility. Tis yields a completely diferent view of democracy, that democ- racy provides what they call libertythe ability to seek ones own interests without the responsibility of others to help them, without any responsibility to help their fellow citizens, and without interfer- ence from the government. Tis is a moral conviction, as deep in the conservative brain as the progressive moral vision is in the progressive brain. Again, I say brainnot psyche or mindfor a deep and vital reason: All thought is physical, carried out by the neural cir- cuitry in ones brain. Toughts dont just foat in air. As a result, you can only understand what your existing brain circuitry allows 52 THE ALL NEW DON T THI NK OF AN ELEPHANT! you to understand. Te fundamental frames through which you understand the world are physical. Your moral identity is as much a physical part of you as your lungs or your nose. You can only make sense of what your brain allows. If the facts dont ft what your brain physically allows, the brain circuitry stays and facts are either ignored, dismissed, ridiculed, or seen as a form of immorality to be fought against. It is a fact that the private depends on the public perhaps the most central fact of American democracyand yet strict conservatives either cant see it or see it as a form of immorality so fundamental that it must be defeated at all costs. Tis is a major part of what is driving the divisiveness of our country and the conservative move to make our government dys- functional. It is behind the conservative moves to privatize as much of government as possible: to privatize education, public health, public safety, water resources, regulation of business practices, much of national defense, and on and on. Can brains change? Can the brains of enough Americans change so that this basic fact of our democracy can be comprehended and appreciated? In many cases, no. But in the overwhelming majority of cases, yes. What makes it possible is biconceptualism. Te Brain and Constant Public Discourse Biconceptualism is a fact about the brain. A great many people have in their brains versions of both progressive and conservative moral values in all sorts of combinations. And they apply these diferent moral values to diferent issues. Remember that there is no ideology of the moderateno set of views held by all moderates. A moderate progressive has mostly progressive views, but also some conservative ones. A moderate con- servative has mostly conservative views, but also some progressive ones. But there is no single set of policies that defnes a middle. Progressive and conservative worldviews contradict each other. Both are characterized in the brain via neural circuitry. How can you have contradictory neural circuits in the same brain? Easy. Te THE PRI VATE DEPENDS ON THE PUBLI C 53 answer is mutual inhibition, a very common kind of brain circuitry: When one circuit is active, it turns of the other. Which is turned on at a given time is a matter of context. Someone with both worldviews applies them to diferent issues in diferent contexts, resulting in the brain circuits for the diferent values unconsciously and automati- cally switching back and forth depending on the issue. Tats what it means to be a biconceptual. It is often these biconceptuals who, as voters, are the target of intense campaign attention. But Republicans understand how to appeal to them better than Democrats do. Recall that all politics is moral, and that a voters implicit sense of morality is absolutely central to a voters identity. Since biconceptual voters have both moral systemsmostly one but partly the otherconservatives need to keep their voters and attract the partly conservative moderate Democrats. Conversely, progressives need to keep their voters and attract partly progressive moderate Republicans. There is an honest strategy for achieving this goal, and also an Orwellian one. The honest strategy is to use only your language and avoid using the other sides language. That will maximally activate your moral system in the moderates on the other side. The Orwellian strategy involves using the other sides language in an attempt to reach those with moderate or opposing views. But if you use Orwellian language, you will be activating the other sides moral system, making it stronger, and shooting your- self in the foot. However, some political organizations use Orwellian language. For instance, an hour before writing this, I received a robocall from the Center for Worker Freedom asking me to support a measure that they said would support worker freedom. Tey are an anti-union organization and the measure is anti-union, though the telephone message didnt mention that. Tey were trying to fool Democrats into supporting an anti-union measure out of ignorance. It is vital that progressives understand why just citing the facts doesnt work, and why attention to public discourse must be constant, not just focused on elections. Here are the basics that progressives need to understand. 54 THE ALL NEW DON T THI NK OF AN ELEPHANT! Tere is a crucial logic to the way the brain works with respect to public discourse. Here are ten key points to that logic. 1. Te more a brain circuit is activated, the stronger its synapses get. 2. Te stronger its synapses get, the more likely it is to fre and the stronger the fring is. 3. When two circuits inhibit each other, the stronger one circuit gets, the weaker the other gets. 4. Suppose two mutually inhibitory circuits apply to diferent issues. As one gets stronger and the other gets weaker, the more likely it is the stronger one will start applying to more issues and the weaker one to fewer issues. 5. Language changes the strength of those circuits. Con- servative language activates circuitry for the conservative worldview; progressive language activates circuitry for the progressive worldview. 6. Imagery ftting one worldview or the other matters as much or more. 7. Frequency of language use and imagery matters. Te more frequent the language use or imagery, the more strengthening occurs. 8. Journalists are trained to use the most frequent language in public discourse. 9. Te conservative turn in America has come from the constant use of conservative language in public discourse. So much so that progressives have ofen adopted conservative language, thus helping the conservative cause. 10. Because of the efect of language and imagery on the brain, the constant use of one ideologys language over the others has an enormous efect on our politics. Conservatives have been doing a better job at getting their language into public discourse. Te enormous conservative com- munication system has done its job well, especially on the central issue of our democracythat the private depends on the public. THE PRI VATE DEPENDS ON THE PUBLI C 55 Te central conservative strategy to minimize, or even eliminate, public resources has been to eliminate the money that funds public resourcestaxes! Taxes for the wealthy have been cut by conserva- tives, who have defended huge tax loopholes, and have even drastically cut funding for the IRS so that there are not enough IRS workers or modern computers for the IRS to monitor tax evasionmostly by the wealthy. Since the 1970s, the concept of taxation has shifed from the source of needed, and ofen revered, public resources to the idea that taxation is a burdenan afiction in need of tax relief. Te constant talk of taxation as an afiction and a burden has led biconceptuals to switch to viewing taxation as a burden rather than something that makes our private lives possible or that creates a base from which corporations prosper. While conservatives drive these frames home, progressives dont realize that they have to drive their own frames homeand only later realize that the conversation has completely changed. Suddenly not just conservatives are talking about the burden of taxes instead of the value of public services, but so are the media, so are moderates, and, eventually, the tax relief language works its way into even progressive discourse. Te term Tea Party was chosen to make it sound patriotic to oppose taxation. Te only progressive who has succeeded in getting across the idea that the private depends on the public is Elizabeth Warren, who has argued it repeatedly, and did so with special success when she was running for the Senate in 2012. At one point in his presidential cam- paign, President Obama tried the argument, but messed it up when he tried ad-libbing in a public talk and said, If youve got a business, you didnt build that. Somebody else made that happen. Conser- vatives jumped on his remark and attacked him viciously for it. He could have fxed it by making the point correctly the very next day and every day thereafer, getting the idea out into public discourse, and allowing the press to do its job and present the overwhelming evidence for it. But the president was too timid and dropped it, missing a major opportunity to change public discourse. Can progressives turn this around? Yes, but not without serious conscious commitment. Te president and every progressive candi- date, ofce holder, and public fgure of any kind can start now: say 56 THE ALL NEW DON T THI NK OF AN ELEPHANT! it right, over and over. Connect the private-depends-on-the-public concept to something that conservatives will understand: freedom. Public resources allow for freedom in case afer case, opening up all kinds of opportunities in life. It is the freedom that public resources aford that make them central to democracy. Saying it rightand saying it over and overis advice that can be applied to issue afer issue.