Linguistic expert George Lakoff presents his guide on changing political rhetoric and ideology.
George P. Lakoff
George P. Lakoff is a professor of linguistics (in particular, cognitive linguistics) at the University of California, Berkeley, where he has taught since 1972.
Although some of his research involves questions traditionally pursued by linguists, such as the conditions under which a certain linguistic construction is grammatically viable, he is most famous for his ideas about the centrality of metaphor to human thinking, political behavior and society.
He is particularly famous for his concept of the "embodied mind" which he has written about in relation to mathematics. In recent years he has applied his work to the realm of politics, and founded a progressive think tank, the Rockridge Institute.
George Lakoff, co-author of The Little Blue Book: The Guide to Thinking & Talking Democratic, discusses how language frames a political message and the best way to win over swing voters. To convince someone of your opinion, he insists that you must "use your frames with your moral system, and not use theirs--even to argue against them."