http://www.berkeleyside.com/2017/05/02/berkeley-author-george-lakoff-says-dont-underestimate-trump/
While Lakoff is an unabashed Berkeley progressive, he said Democrats are decades behind in understanding how to frame issues in a way that can reach swing voters.
“Protection is part of the progressive moral system, but it has not been celebrated enough,” Lakoff writes in Don’t Think of an Elephant. For example, progressives should start calling federal regulations “protections.” If they start re-framing Trump’s promise as “getting rid of two-thirds of federal protections” — and spell out what some of those environmental and health and water quality “protections” are — there might be less support for repealing federal regulations, Lakoff said.
“Every progressive knows that regulations are protections, but they don’t say it,” he added. Similarly, “taxes” are actually “investments in public resources.” Government investment pays for the infrastructure on which private industry and everything else is built, Lakoff said. “Roads, bridges, public education, national banks, the patent office, the judicial system, interstate commerce, basic science for drug development — all of that is financed by government investments.” Yet Democrats allow Republicans to frame the debate in terms of tax “relief,” he said.
Lakoff believes it’s a mistake for Democratic politicians to move toward the center in an effort to reach more moderate voters. The Republicans have moved further to the right, and they continue to win elections. What Democrats need to do is articulate their message in terms of metaphors that voters can understand, and stick to their core values, Lakoff said.
In terms of messaging, though, he doesn’t believe either Bernie Sanders or Elizabeth Warren have it quite right. “Bernie has a schtick,” he said. “He has great goals, I appreciate his goals, but he is very stubborn. He doesn’t understand conservatives or framing, and he isn’t going to change. He’s been successful with what he’s doing, and that’s enough for him,” Lakoff said. “I talked with him several times, with no effect. He wouldn’t remember it, and couldn’t have cared less.”