[Occupymendocino] George Lakeoff: What to Watch for in the Presidential Debates

[Rachel Binah]

I have always felt that using 'their' language, reinforces their  
message and negates ours.  Rachel Binah
On Oct 3, 2012, at 9:45 AM, Richard Karch wrote:

>
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> (illustration: TIME Magazine)
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> What to Watch for in the Presidential Debates
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> By George Lakoff, Reader Supported News
>
> 02 October 12
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> 've been applying cognitive linguistics and neuroscience to  
> politics in six books over the past two decades. The ideas in those  
> books were on display in many of the speeches at the Democratic  
> National Convention. Look for them in the debates. They include:
>
> All politics is based on moral values, with strict conservatives  
> and progressives having different moral values.
>
> There are also morally complex voters - moderates, independents,  
> swing voters - who are progressive on some issues and conservative  
> on others. The activation of one in the brain turns of
>
> All issues are conceptually "framed" - that is, they have a mental  
> structure that fits one's moral system.
>
> Facts matter, but only when they clearly fit one's morally-based  
> frames. Facts and figures, when used, should create a moral point  
> in a memorable way. And if the facts don't fit your frames, the  
> frames stay (since they are in your brain) and the facts are  
> ignored or ridiculed.
>
> Political language is rarely neutral. Because all words are defined  
> in conceptual frames, all political language is defined in terms of  
> morally-based frames.
>
> Effective political speech uses language based on one's own frames  
> and avoids language based on the opponent's frames. The opponent's  
> language, even if negated and argued against, activates his frames  
> in the brains of the public.
>
> If the moderator uses the other side's frames, shift to yours.
>
> The best defense is a good offense: a narrative based on your  
> frames. Always go on offense.
>
> Tell why your views are patriotic.
>
> Tell the truth.
>
> Repeat. Repetition is necessary.
> The presidential debates have other vital constraints as well. Here  
> is the basic advice for candidates in the debates.
>
> State your values as the basis of any policy discussion. That tells  
> why you think the policy is right. Be positive.
> Limit discussion of policy details. Policies - and the facts and  
> figures behind them - should only be discussed when they exemplify  
> your values. Avoid isolated facts and figures. Tell stories with  
> clear morals.
> Be clear and to the point. Connect empathetically with your audience.
> Say straightforwardly what you believe. Be authentic. Tell the  
> truth. Authenticity matters.
> Values, clarity, connection with empathy, and authenticity lead to  
> trust. Trust is absolutely vital. Can you be trusted to do what you  
> say you'll do?
> Present an authentic view of yourself that the public can identify  
> with and be proud of.
> Presidential debates are not won or lost on how good a policy wonk  
> a candidate is. The above list is what counts.
>
> In this election, there are a few basic ideas that are absolutely  
> crucial:
>
> Democracy is based on citizens caring about and taking  
> responsibility for all citizens, as well as for themselves. The  
> American government is the instrument that the people use to  
> guarantee protection and empowerment for all.
>
> We all, together, provide what is needed for a decent life.  
> Individual accomplishment rests on what other Americans have  
> provided. No one makes it without the rest of America. The private  
> depends upon the public.
>
> Building the economy requires investment - in public  
> infrastructure, education, research, and much more.
>
> Success is much more than money. It is your contribution to America  
> as a whole - whether it is teaching, raising children, providing  
> food, healing the sick, making useful products, guaranteeing our  
> rights and out safety, or running businesses that make life better.  
> America needs them all.
>
> A number to remember: Most people may not be aware of it, but 96  
> percent of all Americans make use of what other citizens provide  
> through our government: 96 percent of us have received tax  
> deductions for mortgages, education, and dependent children,  
> business subsidies, unemployment insurance, veterans' benefits, as  
> well as all the other benefits that we all enjoy because of what we  
> give and have given each other. This applies to almost all  
> Americans, rich or not, Republican or Democrat. If your work  
> contributed, or will contribute, to our country, you have earned,  
> or will earn, whatever you have gotten. You are the 96 deserving  
> percent. The other 4 percent are youngsters - to young to have  
> benefited yet, but they will inevitably join the 96 percent soon.
>
> These are largely progressive, not conservative ideas. They are  
> about citizenship, not about going it alone, about a commitment to  
> our country, not just a commitment to oneself.
>
> That is the central issue in this election. It is a moral issue.  
> Who are we as Americans? Are we citizens who join together to form  
> a great nation? Or are we isolated individuals, with no commitments  
> to each other, at the mercy of corporations whose central goal is  
> their short-term profit.
>
>
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