Lakoff is a cognitive scientist and linguist who has been applying those disciplines to politics and politicians. Here her writes a very long piece (in commondreams.org) about (1) understanding Trump and his followers, (2) how Trump pushes (your) neurological buttons, and (3) how you can, how we must, use that knowledge to "avert a Trump presidency."
Lakoff's article is most definitely not a tweet or even a Facebook post. It is a serious and long scientific essay. You should read it. But knowing that your time is limited, I'll pass along the closing advice.
How Can Democrats Do Better?
First, don’t think of an elephant. Remember not to repeat false conservative claims and then rebut them with the facts. Instead, go positive. Give a positive truthful framing to undermine claims to the contrary. Use the facts to support positively-framed truth. Use repetition.
Second, start with values, not policies and facts and numbers. Say what you believe, but haven’t been saying. For example, progressive thought is built on empathy, on citizens caring about other citizens and working through our government to provide public resources for all, both businesses and individuals. Use history. That’s how America started. The public resources used by businesses were not only roads and bridges, but public education, a national bank, a patent office, courts for business cases, interstate commerce support, and of course the criminal justice system. From the beginning, the Private Depended on Public Resources, both private lives and private enterprise.
Over time those resources have included sewers, water and electricity, research universities and research support: computer science (via the NSF), the internet (ARPA), pharmaceuticals and modern medicine (the NIH), satellite communication (NASA and NOA), and GPS systems and cell phones (the Defense Department). Private enterprise and private life utterly depend on public resources. Have you ever said this? Elizabeth Warren has. Almost no other public figures. And stop defending “the government.” Talk about the public, the people, Americans, the American people, public servants, and good government. And take back freedom. Public resources provide for freedom in private enterprise and private life.
The conservatives are committed to privatizing just about everything and to eliminating funding for most public resources. The contribution of public resources to our freedoms cannot be overstated. Start saying it.
And don’t forget the police. Effective respectful policing is a public resource. Chief David O. Brown of the Dallas Police got it right. Training, community policing, knowing the people you protect. And don’t ask too much of the police: citizens have a responsibility to provide funding so that police don’t have to do jobs that should be done by others.
Unions need to go on the offensive. Unions are instruments of freedom — freedom from corporate servitude. Employers call themselves job creators. Working people are profit creators for the employers, and as such they deserve a fair share of the profits and respect and acknowledgement. Say it. Can the public create jobs. Of course. Fixing infrastructure will create jobs by providing more public resources that private lives and businesses depend on. Public resources to create more public resources. Freedom creates opportunity that creates more freedom.
Third, keep out of nasty exchanges and attacks. Keep out of shouting matches. One can speak powerfully without shouting. Obama sets the pace: Civility, values, positivity, good humor, and real empathy are powerful. Calmness and empathy in the face of fury are powerful. Bill Clinton won because he oozed empathy, with his voice, his eye contact, and his body. It wasn’t his superb ability as a policy wonk, but the empathy he projected and inspired.
Values come first, facts and policies follow in the service of values. They matter, but they always support values.
Give up identity politics. No more women’s issues, black issues, Latino issues. Their issues are all real, and need public discussion. But they all fall under freedom issues, human issues. And address poor whites! Appalachian and rust belt whites deserve your attention as much as anyone else. Don’t surrender their fate to Trump, who will just increase their suffering.
And remember JFK’s immortal, “Ask not what your country can do for you, but what you can do for your country.” Empathy, devotion, love, pride in our country’s values, public resources to create freedoms. And adulthood.
Be prepared. You have to understand Trump to stand calmly up to him and those running with him all over the country.
George Lakoff is the author of The Little Blue Book: The Essential Guide to Thinking and Talking Democratic (co-authored with Elizabeth Wehling). His previous books include Moral Politics, Don't Think of an Elephant!, Whose Freedom? and Thinking Points (with the Rockridge Institute staff). He is Richard and Rhoda Goldman Distinguished Professor of Cognitive Science and Linguistics at the University of California at Berkeley, and a founding senior fellow at the Rockridge Institute.