This is an updated (2014) version of the 2004 original by Lakoff, a cognitive scientist at Berkeley.
Basic idea: conservative leaders have been better at framing issues than liberal counterparts.
Frames are embedded deeply enough in people that rational argumentation and facts are useless.
Voters have had these frames imposed upon them so that their kneejerk reactions are predictable.
e.g. describing a bill to lower taxes as 'tax relief' builds up the concept that taxes are (always) a burden. And inherently bad.
If liberals fight against these frames by mentioning them, this only reinforces the frame. Liberals may talk about tax relief for the middle class, but this leans on the idea that taxes are inherently bad.
Liberals need to find their own frames to use. 'Taxes contribute to the many valuable services we all make use of. They are investments in our future happiness and the happiness of our children. They are the 'membership fees' of citizenship.'
And then I start to get an itchy feeling.
"These are accurate views of taxes, but they are not yet enshrined in our brains. They need to be repeated over and over again, and refined until they take their rightful place in our synapses. But that takes time. It does not happen overnight. Start now."
Lakoff would like us to please brainwash ourselves.
This is not an exaggeration of his position. One of the strange things about the book is his frequent discussion that these frames are physical 'structures' in our brains. I mean, I too believe that mental states supervene on physical states in the brain, and there is no soul making 'free' decisions. But, unlike Lakoff, I don't think that makes rational argument useless.
“You might think that the world exists independently of how we understand it. You would be mistaken. Our understanding of the world is part of the world--a physical part of the world. Our conceptual framings exist in physical neural circuitry in our brains, largely below the level of conscious awareness, and they define and limit how we understand the world, and so they affect our actions in the world."
Inasmuch as he promotes frames as a weapon, he literally wants us to circumvent thought and react unconsciously to stimuli. [We will set aside his apparent disregard for the existence of an external world independent of ourselves.]
In discussing climate change, he notes that scientists are terrible at framing:
"The crucial words here are high degree of confidence, anomalies, consequence, likelihood, absence, and exceedingly small. Scientific weasel words! The power of the bald truth, namely causation..."
Those are not weasel words. Those are the correct ways to phrase these scientific results. If some treehugging granola-eater wants to wave a sign saying "Climate change caused Hurricane Sandy," that's fine, but it is not a scientific fact. Nor is it "the bald truth". It is irresponsible to ask scientists to say anything other than something like "it's unlikely for an event like Hurricane Sandy to have occurred without the influence of anthropogenic climate change." I know, it doesn't fit well on a placard. It's complicated. But it's what the science shows.
"The issue of "immigration" is about a new generation of such refugees. President Obama, in a speech ... beautifully states his moral understanding of the issue. His words showed that the current wave of refugees, referred to as 'undocumented immigrants' are in many ways already citizens --they contribute enormously to American society."
This has a couple things I want to mention. First, undocumented immigrants are not (in general) refugees. So Obama was right to so characterize them. Lakoff is indulging in spin, to put it most favorably. Second, Lakoff was hoping that by describing them as refugees, it would arouse feelings of compassion that would make us more likely to help rather than harm these people. Of course, Lakoff wrote his book in 2014. Right now, Americans are probably more afraid of 'refugees' than of 'illegal aliens'. I mean, that is perhaps a demonstration of the whole point of his book -- that there are different ways of framing the issue to cause kneejerk responses. But he has once again caused me some pause, since he starts his own framing exercise by lying, to put it less favorably.
In a FAQ at the end, he tries to distinguish between frames and euphemisms, spin, or propaganda. I wasn't really satisfied by his answer. Frames are not very different from euphemism, spin, or propaganda. These certainly have their place in politics.
His vision seems to be of two large masses of primates mindlessly shouting slogans at a small band of undecided primates in the middle, each hoping to inculcate the middle group with its slogan. While this is not an unfair description of American elections, I think we can do better. The way to fight propaganda is not (only) with propaganda of our own, but by exposing propaganda for what it is.
But possibly I'm wrong and brainwashing ourselves and others is the only route forward to victory.
Fortunately, it appears I'm not alone in being leery of Lakoff. I found a great point/counterpoint between Stephen Pinker and Lakoff. Skip to Pinker's Salvo to see his review of Lakoff's ideas from a different (but similar) book and a really good yo mama joke. This is apparently an outburst in a decades long intellectual war between the two, and I'm not qualified to judge the more technical aspects of their discussion of linguistics and cognitive science, but when it gets down to the political applications, I think Pinker is in the right:
But Lakoff’s advice doesn’t pass the giggle test. One can just imagine the howls of ridicule if a politician took Lakoff’s Orwellian advice tried to rebrand “taxes” as “membership fees.” Surely no one has to hear the metaphor tax relief to think of taxes as an affliction; that sentiment has been around for as long as taxes have been around. ... And even if taxes were like membership fees, aren’t lower membership fees better than higher ones, all else being equal? ... In defending his voters-are-idiots theory, Lakoff has written that people don’t realize that they are really better off with higher taxes, because any savings from a federal tax cut would be offset by increases in local taxes and private services. But if that is a fact, it would have to be demonstrated to a bureaucracy-jaded populace the old-fashioned way, as an argument backed with numbers–-the kind of wonkish analysis that Lakoff dismisses.
The problem with this burlesque is not that its targets don’t deserve criticism. It’s that it will backfire with all of its potential audiences. Any of Lakoff’s allies on the left who think that their opponents are such imbeciles will have their clocks cleaned in their first debate with a Young Republican. The book will be red meat for his foes on the right, who can hold up his distortions as proof of liberals’ insularity and incomprehension.
B+ for showing how conservatives have used framing successfully.
F for suggesting that the liberal's only hope is to fight fire with fire, brainwash ourselves, and lay off the facts and rational thought.
F for not really exploring the liberal frames that already exist. The shortcuts to careful reasoning. Diagnosing police brutality, racism, sexism, without the full facts. Nazipunching. Reading the book, you get the impression that only wicked conservatives have frames to manipulate people, while the benevolent, wise, but prone-to-losing liberals are stuck with only useless tools like facts and rationality.