Dr. George Lakoff addresses NUPGE's National Executive Board
Ottawa (18 April 2007) – Dr. George Lakoff, a renowned professor of linguistics and cognitive science at the University of California in Berkeley, gave a recent presentation to members of NUPGE’s National Executive Board (NEB) on the science of changing people’s minds and shaping a political culture that serves the common good.
An advisor to several U.S. democratic presidential candidates, Lakoff is the founder of the Rockridge Institute, a political think tank dedicated to reframing political thought and political debate. He is the author of the best selling book, Don’t Think of an Elephant! and he has just published a new handbook for progressives called Thinking Points: Communicating Our American Values and Vision.
Although written primarily for a U.S. audience, many of the points these books make are as valid to progressives in Canada as south of the border.
During the special NUPGE session on effective communication strategies, Lakoff explained how his scientific research led him to his theory that the heart of political strategy is the ability to successfully 'frame' issues in ways that appeal to people’s deepest values.
Put progressive values in a progressive frame
NEB members heard how Conservatives such as U.S. President George W. Bush have established the foundation of a 'strict-father family' frame to tie together issues as diverse as taxes, child care, health care, and the war on terror.
The 'strict-father frame' is founded on notions of discipline, order, hierarchy, male dominance and an unfettered business climate in which “deserving” people with discipline supposedly get their just rewards without the interference of government regulation, unions or environmental laws.
One of the mistakes that progressives make too often is to place their own messages within the Conservatives frame rather than develop their own frame to describe issues, Lakoff said.
Fortunately, research shows most people do recognize another basic message frame, the 'nurturant parent frame', he added.
This is the frame progressives should use to advance its arguments, he argued. A nurturing family frame emphasizes values such as protection, understanding, fulfillment, community, cooperation, empowerment and openness. In short, “from the idea of a nurturing parent, you get all your progressive values,” Lakoff told board members.
Facts alone aren't persuasive
“Dr. Lakoff’s research underscores the point that the general public is swayed by an overarching narrative based on particular values and not on the basis of facts or issues alone,” said James Clancy, NUPGE's national president.
“Issues cannot be convincingly argued unless they are presented against a frame of progressive values that gives them context and substance," Clancy said.
"Dr. Lakoff’s presentation was very informative and rejuvenating," he added.
"Participants expressed a desire that we establish a process to work on framing the defining issues so the public sees them from a nurturant, progressive perspective. The National Union is working on establishing such a process as we speak and we should have something to unveil in the near future.” NUPGE
More information:
• Thinking Points (by George Lakoff)
• Rockridge Institute
• George Lakoff in Merrickville
• Straight Goods
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