Paul Rosenberg in Salon:
George Lakoff didn’t start off in the world of politics. He was a founding father of cognitive linguistics, starting with his 1980 book, “Metaphors We Live By“ (co-authored with philosopher Mark Johnson). The book showed how immediate, concrete experience — bodily orientation, physical movement, and so on — structures our understanding of more complex and abstract experiences via “conceptual metaphors” such as “Consciousness Is Up,” “Love Is a Journey,” etc.
Facing the rise of Newt Gingrich in the 1990s and bewildered by how he and other liberals could not make logical sense of conservative ideology (what do gun rights, low taxes and banning abortion have in common?), Lakoff found an answer in conceptual metaphors derived form two contrasting family models explicated by Diana Baumrind as authoritarian (“strict father” in Lakoff’s terms) and authoritative (“nurturant parent”), as described in his 1996 book, “Moral Politics.” His 2004 book, “Don’t Think of an Elephant: Know Your Values and Frame the Debate,” drew on a wider range of cognitive science and gained a mass audience, but failed to fundamentally change how liberals and Democrats approach politics, as was richly illustrated by the recent election of Donald Trump.
But Lakoff is nothing if not persistent, and has penned an election postmortem like no other, “A Minority President: Why the Polls Failed, and What the Majority Can Do.” It rearticulates the arguments of his earlier books — including others like “The Political Mind,” Whose Freedom?“ and Philosophy in the Flesh — along with fresh analysis and new insights that push hard for opening up a new realm of possibilities, instead of retrenching, retreating or repeating strategies and tactics that have failed in the past. In it, Lakoff displays both an intimate familiarity with detailed examples and a broad-based visionary outlook.