1/22/2017 UnderstandingTrumpGeorgeLakoff

GeorgeLakoff

GeorgeLakoffhasretiredasDistinguishedProfessorofCognitiveScienceand
LinguisticsattheUniversityofCaliforniaatBerkeley.HeisnowDirectorofthe
CenterfortheNeuralMind&Society(cnms.berkeley.edu).

UnderstandingTrump

J,ByGeorgeLakoinPL
UnderstandingTrump

ByGeorgeLako

ThereisalotbeingwrienandspokenaboutTrumpbyintelligentandarticulatecommentatorswhoseinsightsIrespect.Butasalongtime
researcherincognitivescienceandlinguistics,IbringaperspectivefromthesesciencestoanunderstandingoftheTrumpphenomenon.This
perspectiveishardlyunknown.Morethanhalfamillionpeoplehavereadmybooks,andGoogleScholarreportsthatscholarswritingin
scholarlyjournalshavecitedmyworkswellover100,000times.

YetyouwillprobablynotreadwhatIhavetosayintheNYTimes,norhearitfromyourfavoritepoliticalcommentators.Youwillalsonot
hearitfromDemocraticcandidatesorpartystrategists.Therearereasons,andwewilldiscussthemlaterIthispiece.Iamwritingitbecause
Ithinkitisrightanditisneeded,eventhoughitcomesfromthecognitiveandbrainsciences,notfromthenormalpoliticalsources.Ithinkit
isimperativetobringtheseconsiderationsintopublicpoliticaldiscourse.Butitcannotbedoneina650wordoped.Myapologies.Itis
untweetable.

IwillbeginwithanupdatedversionofanearlierpieceonwhoissupportingTrumpandwhyandwhypolicydetailsareirrelevantto
them.IthenmovetoasectiononhowTrumpusesyourbrainagainstyou.InishupdiscussinghowDemocraticcampaignscoulddobeer,
andwhytheyneedtodobeerifwearetoavertaTrumppresidency.

WhoSupportsTrumpandWhy

DonaldJ.TrumphasmanagedtobecometheRepublicannomineeforpresident,Why?How?Therearevarioustheories:Peopleareangry
andhespeakstotheiranger.PeopledontthinkmuchofCongressandwantanonpolitician.Bothmaybetrue.Butwhy?Whatarethe
details?AndWhyTrump?

Heseemstohavecomeoutofnowhere.Hispositionsonissuesdonttacommonmold.

HehassaidnicethingsaboutLGBTQfolks,whichisnotstandardRepublicantalk.Republicanshateeminentdomain(thetakingofprivate
propertybythegovernment)andsupportcorporateoutsourcingforthesakeofprot,buthehastheoppositeviewsonboth.Heisnot
religiousandscornsreligiouspractices,yettheEvangelicals(thatis,thewhiteEvangelicals)lovehim.Hethinkshealthinsuranceand
pharmaceuticalcompanies,aswellasmilitarycontractors,aremakingtoomuchprotandwantstochangethat.Heinsultsmajorvoting
groups,e.g.,Latinos,whenmostRepublicansaretryingtocourtthem.Hewantstodeport11millionimmigrantswithoutpapersandthinks
hecan.HewantstostopMuslimsfromenteringthecountry.Whatisgoingon?

Theanswerrequiresabitofbackground.

Inthe1900s,aspartofmyresearchinthecognitiveandbrainsciences,Iundertooktoansweraquestioninmyeld:Howdothevarious
policypositionsofconservativesandprogressiveshangtogether?Takeconservatism:Whatdoesbeingagainstabortionhavetodowith
beingforowningguns?Whatdoesowninggunshavetodowithdenyingtherealityofglobalwarming?Howdoesbeingantigovernmentt
withwantingastrongermilitary?Howcanyoubeprolifeandforthedeathpenalty?Progressiveshavetheoppositeviews.Howdotheir
viewshangtogether?

Theanswercamefromarealizationthatwetendtounderstandthenationmetaphoricallyinfamilyterms:Wehavefoundingfathers.We
sendoursonsanddaughterstowar.Wehavehomelandsecurity.Theconservativeandprogressiveworldviewsdividingourcountrycanmost
readilybeunderstoodintermsofmoralworldviewsthatareencapsulatedintwoverydierentcommonformsoffamilylife:TheNurturant
Parentfamily(progressive)andtheStrictFatherfamily(conservative).

Whatdosocialissuesandthepoliticshavetodowiththefamily?Wearerstgovernedinourfamilies,andsowegrowupunderstanding
governinginstitutionsintermsofthegoverningsystemsoffamilies.

Inthestrictfatherfamily,fatherknowsbest.Heknowsrightfromwrongandhastheultimateauthoritytomakesurehischildrenandhis
spousedowhathesays,whichistakentobewhatisright.Manyconservativespousesacceptthisworldview,upholdthefathersauthority,
andarestrictinthoserealmsoffamilylifethattheyareinchargeof.Whenhischildrendisobey,itishismoraldutytopunishthempainfully
enoughsothat,toavoidpunishment,theywillobeyhim(dowhatisright)andnotjustdowhatfeelsgood.Throughphysicaldisciplinethey
https://georgelakoff.com/2016/07/23/understandingtrump2/ 1/6
1/22/2017 UnderstandingTrumpGeorgeLakoff
andarestrictinthoserealmsoffamilylifethattheyareinchargeof.Whenhischildrendisobey,itishismoraldutytopunishthempainfully
enoughsothat,toavoidpunishment,theywillobeyhim(dowhatisright)andnotjustdowhatfeelsgood.Throughphysicaldisciplinethey
aresupposedtobecomedisciplined,internallystrong,andabletoprosperintheexternalworld.Whatiftheydontprosper?Thatmeans
theyarenotdisciplined,andthereforecannotbemoral,andsodeservetheirpoverty.Thisreasoningshowsupinconservativepoliticsin
whichthepoorareseenaslazyandundeserving,andtherichasdeservingtheirwealth.Responsibilityisthustakentobepersonal
responsibilitynotsocialresponsibility.Whatyoubecomeisonlyuptoyou;societyhasnothingtodowithit.Youareresponsibleforyourself,
notforotherswhoareresponsibleforthemselves.

WinningandInsulting

AsthelegendaryGreenBayPackerscoach,VinceLombardi,said,

Winningisnteverything.Itstheonlything.Inaworldgovernedbypersonalresponsibilityanddiscipline,thosewhowindeservetowin.
WhydoesDonaldTrumppubliclyinsultothercandidatesandpoliticalleadersmercilessly?Quitesimply,becauseheknowshecanwinan
onstageTVinsultgame.Instrictconservativeeyes,thatmakeshimaformidablewinningcandidatewhodeservestobeawinningcandidate.
Electoralcompetitionisseenasabale.Insultsthatstickareseenasvictoriesdeservedvictories.

ConsiderTrumpsstatementthatJohnMcCainisnotawarhero.Thereasoning:McCaingotshotdown.Heroesarewinners.Theydefeatbig
badguys.Theydontgetshotdown.Peoplewhogetshotdown,beatenup,andstuckinacagearelosers,notwinners.

TheMoralHierarchy

Thestrictfatherlogicextendsfurther.Thebasicideaisthatauthorityisjustiedbymorality(thestrictfatherversion),andthat,inawell
orderedworld,thereshouldbe(andtraditionallyhasbeen)amoralhierarchyinwhichthosewhohavetraditionallydominatedshould
dominate.Thehierarchyis:GodaboveMan,ManaboveNature,TheDisciplined(Strong)abovetheUndisciplined(Weak),TheRichabove
thePoor,EmployersaboveEmployees,AdultsaboveChildren,Westerncultureaboveothercultures,Americaaboveothercountries.The
hierarchyextendsto:Menabovewomen,WhitesaboveNonwhites,ChristiansabovenonChristians,StraightsaboveGays.

WeseethesetendenciesinmostoftheRepublicanpresidentialcandidates,aswellasinTrump,andonthewhole,conservativepoliciesow
fromthestrictfatherworldviewandthishierarchy

Familybasedmoralworldviewsrundeep.Sincepeoplewanttoseethemselvesasdoingrightnotwrong,moralworldviewstendtobepart
ofselfdenitionwhoyoumostdeeplyare.Andthusyourmoralworldviewdenesforyouwhattheworldshouldbelike.Whenitisnt
thatway,onecanbecomefrustratedandangry.

Thereisacertainamountofwiggleroominthestrictfatherworldviewandthereareimportantvariations.Amajorsplitisamong(1)white
EvangelicalChristians,(2)laissezfairfreemarketconservatives,and(3)pragmaticconservativeswhoarenotboundbyevangelicalbeliefs.

WhiteEvangelicals

ThosewhiteswhohaveastrictfatherpersonalworldviewandwhoarereligioustendtowardEvangelicalChristianity,sinceGod,in
EvangelicalChristianity,istheUltimateStrictFather:YoufollowHiscommandmentsandyougotoheaven;youdefyHiscommandments
andyouburninhellforalleternity.Ifyouareasinnerandwanttogotoheaven,youcanbebornagainbydeclaringyourfealtyby
choosingHisson,JesusChrist,asyourpersonalSavior.

Suchaversionofreligionisnaturalforthosewithstrictfathermorality.EvangelicalChristiansjointhechurchbecausetheyareconservative;
theyarenotconservativebecausetheyhappentobeinanevangelicalchurch,thoughtheymaygrowupwithbothtogether.

EvangelicalChristianityiscenteredaroundfamilylife.Hence,thereareorganizationslikeFocusontheFamilyandconstantreferenceto
familyvalues,whicharetotaketobeevangelicalstrictfathervalues.Instrictfathermorality,itisthefatherwhocontrolssexualityand
reproduction.Wherethechurchhaspoliticalcontrol,therearelawsthatrequireparentalandspousalnoticationinthecaseofproposed
abortions.

Evangelicalsarehighlyorganizedpoliticallyandexertcontroloveragreatmanylocalpoliticalraces.ThusRepublicancandidatesmostly
havetogoalongwiththeevangelicalsiftheywanttobenominatedandwinlocalelections.

PragmaticConservatives

Pragmaticconservatives,ontheotherhand,maynothaveareligiousorientationatall.Instead,theymaycareprimarilyabouttheirown
personalauthority,nottheauthorityofthechurchorChrist,orGod.Theywanttobestrictfathersintheirowndomains,withauthority
primarilyovertheirownlives.Thus,ayoung,unmarriedconservativemaleorfemalemaywanttohavesexwithoutworryingabout
marriage.Theymayneedaccesstocontraception,adviceaboutsexuallytransmieddiseases,informationaboutcervicalcancer,andsoon.
Andifagirlorwomanbecomespregnantandthereisnopossibilityordesireformarriage,abortionmaybenecessary.

Trumpisapragmaticconservative,parexcellence.AndheknowsthattherearealotofRepublicanvoterswhoarelikehimintheir
pragmatism.ThereisareasonthathelikesPlannedParenthood.Thereareplentyofyoung,unmarried(orevenmarried)pragmatic
conservatives,whomayneedwhatPlannedParenthoodhastooercheaplyandcondentiallybywayofcontraception,cervicalcancer
prevention,andsexed.

Similarly,youngormiddleagedpragmaticconservativeswanttomaximizetheirownwealth.Theydontwanttobesaddledwiththe
nancialburdenofcaringfortheirparents.SocialSecurityandMedicarerelievethemofmostofthoseresponsibilities.ThatiswhyTrump
wantstokeepSocialSecurityandMedicare.

LaissezfaireFreeMarketeers

Establishmentconservativepolicieshavenotonlybeenshapedbythepoliticalpowerofwhiteevangelicalchurches,butalsobythepolitical
https://georgelakoff.com/2016/07/23/understandingtrump2/ 2/6
1/22/2017 UnderstandingTrumpGeorgeLakoff
Establishmentconservativepolicieshavenotonlybeenshapedbythepoliticalpowerofwhiteevangelicalchurches,butalsobythepolitical
powerofthosewhoseekmaximallylaissezfairefreemarkets,wherewealthypeopleandcorporationssetmarketrulesintheirfavorwith
minimalgovernmentregulationandenforcement.Theyseetaxationnotasinvestmentinpubliclyprovidedresourcesforallcitizens,butas
governmenttakingtheirearnings(theirprivateproperty)andgivingthemoneythroughgovernmentprogramstothosewhodontdeserve
it.ThisisthesourceofestablishmentRepublicansantitaxandshrinkinggovernmentviews.Thisversionofconservatismisquitehappy
withoutsourcingtoincreaseprotsbysendingmanufacturingandmanyservicesabroadwherelaborischeap,withtheconsequencethat
wellpayingjobsleaveAmericaandwagesaredrivendownhere.Sincetheydependoncheapimports,theywouldnotbeinfavorof
imposinghightaris.

ButDonaldTrumpisnotinabusinessthatmakesproductsabroadtoimporthereandmarkupataprot.Asadeveloper,hebuildshotels,
casinos,ocebuildings,golfcourses.Hemaybuildthemabroadwithcheaplaborbuthedoesntimportthem.Moreover,herecognizesthat
mostsmallbusinessownersinAmericaaremorelikehimAmericanbusinesseslikedrycleaners,pizzerias,diners,plumbers,hardware
stores,gardeners,contractors,carwashers,andprofessionalslikearchitects,lawyers,doctors,andnurses.Hightarisdontlooklikea
problem.

Manybusinesspeoplearepragmaticconservatives.Theylikegovernmentpowerwhenitworksforthem.Takeeminentdomain.
EstablishmentRepublicansseeitasanabusebygovernmentgovernmenttakingofprivateproperty.Butconservativerealestate
developerslikeTrumpdependoneminentdomainsothathomesandsmallbusinessesinareastheywanttodevelopcanbetakenby
eminentdomainforthesakeoftheirdevelopmentplans.Alltheyhavetodoisgetlocalgovernmentocialstogoalong,withcampaign
contributionsandthepromiseofanincreaseinlocaltaxdollarshelpingtoacquireeminentdomainrights.TrumppointstoAtlanticCity,
wherehebuilthiscasinousingeminentdomaintogettheproperty.

Ifbusinesseshavetopayfortheiremployeeshealthcarebenets,Trumpwouldwantthemtohavetopayaslileaspossibletomaximize
protsforbusinessesingeneral.Hewouldthereforewanthealthinsuranceandpharmaceuticalcompaniestochargeaslileaspossible.To
increasecompetition,hewouldwantinsurancecompaniestooerplansnationally,avoidingthestaterunexchangesundertheAordable
CareAct.Theexchangesaretheretomaximizecitizenhealthcoverage,andhelplowincomepeoplegetcoverage,ratherthantoincrease
businessprots.TrumpdoeshoweverwanttokeepthemandatoryfeatureofACA,whichestablishmentconservativeshatesincetheyseeit
asgovernmentoverreach,forcingpeopletobuyaproduct.ForTrump,however,themandatoryfeatureforindividualsincreasesthe
insurancepoolandbringsdowncostsforbusinesses.

Directvs.SystemicCausation

Directcausationisdealingwithaproblemviadirectaction.Systemiccausationrecognizesthatmanyproblemsarisefromthesystemthey
areinandmustbedealtwithviasystemiccausation.Systemiccausationhasfourversions:Achainofdirectcauses.Interactingdirectcauses
(orchainsofdirectcauses).Feedbackloops.Andprobabilisticcauses.Systemiccausationinglobalwarmingexplainswhyglobalwarming
overthePaciccanproducehugesnowstormsinWashingtonDC:massesofhighlyenergizedwatermoleculesevaporateoverthePacic,
blowtotheNortheastandovertheNorthPoleandcomedowninwinterovertheEastcoastandpartsoftheMidwestasmassesofsnow.
Systemiccausationhaschainsofdirectcauses,interactingcauses,feedbackloops,andprobabilisticcausesoftencombined.

Directcausationiseasytounderstand,andappearstoberepresentedinthegrammarsofalllanguagesaroundtheworld.Systemiccausation
ismorecomplexandisnotrepresentedinthegrammarofanylanguage.Itjusthastobelearned.

Empiricalresearchhasshownthatconservativestendtoreasonwithdirectcausationandthatprogressiveshaveamucheasiertime
reasoningwithsystemiccausation.Thereasonisthoughttobethat,inthestrictfathermodel,thefatherexpectsthechildorspouseto
responddirectlytoanorderandthatrefusalshouldbepunishedasswiftlyanddirectlyaspossible.

ManyofTrumpspolicyproposalsareframedintermsofdirectcausation.

ImmigrantsareoodinginfromMexicobuildawalltostopthem.Foralltheimmigrantswhohaveenteredillegally,justdeportthem
evenifthereare11millionofthemworkingthroughouttheeconomyandlivingthroughoutthecountry.Thecureforgunviolenceistohave
agunreadytodirectlyshoottheshooter.TostopjobsfromgoingtoAsiawherelaborcostsarelowerandcheapergoodsoodthemarket
here,thesolutionisdirect:putahugetarionthosegoodssotheyaremoreexpensivethangoodsmadehere.Tosavemoneyon
pharmaceuticals,havethelargestconsumerthegovernmenttakebidsforthelowestprices.IfIsisismakingmoneyonIraqioil,send
UStroopstoIraqtotakecontroloftheoil.ThreatenIsisleadersbyassassinatingtheirfamilymembers(evenifthisisawarcrime).Toget
informationfromterroristsuspects,usewaterboarding,orevenworsetorturemethods.IfafewterroristsmightbecomingwithMuslim
refugees,juststopallowingallMuslimsintothecountry.Allthismakessensetodirectcausationthinkers,butnotthosewhoseethe
immensedicultiesanddireconsequencesofsuchactionsduetothecomplexitiesofsystemiccausation.

PoliticalCorrectness

ThereareatleasttensofmillionsofconservativesinAmericawhosharestrictfathermoralityanditsmoralhierarchy.Manyofthemare
poorormiddleclassandmanyarewhitemenwhoseethemselvesassuperiortoimmigrants,nonwhites,women,nonChristians,gaysand
peoplewhorelyonpublicassistance.Inotherwords,theyarewhatliberalswouldcallbigots.Formanyyears,suchbigotryhasnotbeen
publiclyacceptable,especiallyasmoreimmigrantshavearrived,asthecountryhasbecomelesswhite,asmorewomenhavebecome
educatedandmovedintotheworkplace,andasgayshavebecomemorevisibleandgaymarriageacceptable.Asliberalantibigotry
organizationshaveloudlypointedoutandmadeapublicissueoftheunAmericannatureofsuchbigotry,thoseconservativeshavefeltmore
andmoreoppressedbywhattheycallpoliticalcorrectnesspublicpressureagainsttheirviewsandagainstwhattheyseeasfree
speech.Thishasbecomeexaggeratedsince911,whenantiMuslimfeelingsbecamestrong.TheelectionofPresidentBarackHusseinObama
createdoutrageamongthoseconservatives,andtheyrefusedtoseehimasalegitimateAmerican(asinthebirthermovement),muchlessas
alegitimateauthority,especiallyashisliberalviewscontradictedalmosteverythingelsetheybelieveasconservatives.

DonaldTrumpexpressesoutloudeverythingtheyfeelwithforce,aggression,anger,andnoshame.Alltheyhavetodoissupportand
https://georgelakoff.com/2016/07/23/understandingtrump2/ 3/6
1/22/2017 UnderstandingTrumpGeorgeLakoff
DonaldTrumpexpressesoutloudeverythingtheyfeelwithforce,aggression,anger,andnoshame.Alltheyhavetodoissupportand
voteforTrumpandtheydontevenhavetoexpresstheirpoliticallyincorrectviews,sincehedoesitforthemandhisvictoriesmakethose
viewsrespectable.Heistheirchampion.Hegivesthemasenseofselfrespect,authority,andthepossibilityofpower.

Wheneveryouhearthewordspoliticalcorrectnessrememberthis.

Biconceptuals

ThereisnomiddleinAmericanpolitics.Therearemoderates,butthereisnoideologyofthemoderate,nosingleideologythatallmoderates
agreeon.Amoderateconservativehassomeprogressivepositionsonissues,thoughtheyvaryfrompersontoperson.Similarly,amoderate
progressivehassomeconservativepositionsonissues,againvaryingfrompersontoperson.Inshort,moderateshavebothpoliticalmoral
worldviews,butmostlyuseoneofthem.Thosetwomoralworldviewsingeneralcontradicteachother.Howcantheyresideinthesame
brainatthesametime?

Botharecharacterizedinthebrainbyneuralcircuitry.Theyarelinkedbyacommonplacecircuit:mutualinhibition.Whenoneisturnedon
theotheristurnedo;whenoneisstrengthened,theotherisweakened.Whatturnsthemonoro?Languagethattsthatworldview
activatesthatworldview,strengtheningit,whileturningotheotherworldviewandweakeningit.ThemoreTrumpsviewsarediscussed
inthemedia,themoretheyareactivatedandthestrongertheyget,bothinthemindsofhardcoreconservativesandinthemindsof
moderateprogressives.

ThisistrueevenifyouareaackingTrumpsviews.Thereasonisthatnegatingaframeactivatesthatframe,asIpointedoutinthebook
DontThinkofanElephant!ItdoesntmaerifyouarepromotingTrumporaackingTrump,youarehelpingTrump.

AgoodexampleofTrumpwinningwithprogressivebiconceptualsincludescertainunionizedworkers.Manyunionmembersarestrict
fathersathomeorintheirprivatelife.Theybelieveintraditionalfamilyvaluesaconservativecodewordandtheymayidentifywith
winners.

WhyHasTrumpwontheRepublicannomination?Lookatalltheconservativegroupsheappealsto!

WhyHisLackofPolicyDetailDoesntMaer

IrecentlyheardabrilliantandarticulateClintonsurrogateargueagainstagroupofTrumpsupportersthatTrumphaspresentednopolicy
plansforincreasingjobs,increasingeconomicsgrowth,improvingeducation,gaininginternationalrespect,etc.ThisisthebasicClinton
campaignargument.Hillaryhastheexperience,thepolicyknowhow,shecangetthingsdone,itsallonherwebsite.Trumphasnoneof
this.WhatHillaryscampaignsaysistrue.Anditisirrelevant.

TrumpsupportersandotherradicalRepublicanextremistscouldnotcareless,andforagoodreason.Theirjobistoimposetheirviewof
strictfathermoralityinallareasoflife.IftheyhavetheCongress,andthePresidencyandtheSupremeCourt,theycouldachievethis.They
dontneedtonamepolicies,becausetheRepublicansalreadyhavehundredsofpoliciesreadytogo.Theyjustneedtobeincompletepower.

HowTrumpUsesYourBraintoHisAdvantage

Anyunscrupulous,eectivesalesmanknowshowtouseyoubrainagainstyou,togetyoutobuywhatheisselling.Howcansomeoneuse
yourbrainagainstyou?Whatdoesitmean?

Allthoughtusesneuralcircuitry.Everyideaisconstitutedbyneuralcircuitry.Butwehavenoconsciousaccesstothatcircuitry.Asaresult,
mostofthoughtanestimated98percentofthoughtisunconscious.Consciousthoughtisthetipoftheiceberg.

Unconsciousthoughtworksbycertainbasicmechanisms.Trumpusestheminstinctivelytoturnpeoplesbrainstowardwhathewants:
Absoluteauthority,money,power,celebrity.

Themechanismsare:

1.Repetition.Wordsareneurallylinkedtothecircuitsthatdeterminetheirmeaning.Themoreawordisheard,themorethecircuitis
activatedandthestrongeritgets,andsotheeasieritistoreagain.Trumprepeats.Win.Win,Win.Weregonnawinsomuchyoullgettiredof
winning.

2.Framing:CrookedHillary.FramingHillaryaspurposelyandknowinglycommiingcrimesforherownbenet,whichiswhatacrookdoes.
Repeatingmakesmanypeopleunconsciouslythinkofherthatway,eventhoughshehasbeenfoundtohavebeenhonestandlegalby
thoroughstudiesbytherightwingBengazicommiee(whichfoundnothing)andtheFBI(whichfoundnothingtochargeherwith,except
missingthemark(C)inthebodyof3outof110,000emails).Yettheframingisworking.

ThereisacommonmetaphorthatImmoralityIsIllegality,andthatactingagainstStrictFatherMorality(theonlykindomorality
recognized)isbeingimmoral.SincevirtuallyeverythingHillaryClintonhaseverdonehasviolatedStrictFatherMorality,thatmakesher
immoral.Themetaphorthusmakesheractionsimmoral,andhencesheisacrook.ThechantLockherup!activatesthiswholelineof
reasoning.

3.Wellknownexamples:Whenawellpublicizeddisasterhappens,thecoverageactivatestheframingofitoverandover,strengtheningit,
andincreasingtheprobabilitythattheframingwilloccureasilywithhighprobability.RepeatingexamplesofshootingsbyMuslims,
AfricanAmericans,andLatinosraisesfearsthatitcouldhappentoyouandyourcommunitydespitetheminisculeactualprobability.
Trumpusesthistocreatefear.Feartendstoactivatedesireforastrongstrictfathernamely,Trump.

4.Grammar:RadicalIslamicterrorists:RadicalputsMuslimsonalinearscaleandterroristsimposesaframeonthescale,suggestingthat
terrorismisbuiltintothereligionitself.ThegrammarsuggeststhatthereissomethingaboutIslamthathasterrorisminherentinit.Imagine
callingtheCharlestongunmanaradicalRepublicanterrorist.
Trumpisawareofthistoatleastsomeextent.AshesaidtoTonySchwar,theghostwriterwhowroteTheArtoftheDealforhim,Icallit
https://georgelakoff.com/2016/07/23/understandingtrump2/ 4/6
1/22/2017 UnderstandingTrumpGeorgeLakoff
Trumpisawareofthistoatleastsomeextent.AshesaidtoTonySchwar,theghostwriterwhowroteTheArtoftheDealforhim,Icallit
truthfulhyperbole.Itsaninnocentformofexaggerationanditsaveryeectiveformofpromotion.

5.Conventionalmetaphoricalthoughtisinherentinourlargelyunconsciousthought.Suchnormalmodesofmetaphoricalthinkingarenot
noticedassuch.

ConsiderBrexit,whichusedthemetaphorofenteringandleavingtheEU.Thereisauniversalmetaphorthatstatesarelocationsin
space:youcanenterastate,bedeepinsomestate,andcomeoutthatstate.Ifyouenteracafandthenleavethecaf,youwillbeinthesame
locationasbeforeyouentered.Butthatneednotbetrueofstatesofbeing.ButthatwasthemetaphorusedwithBrexit;Britonsbelievedthat
afterleavingtheEU,thingswouldbeasbeforewhentheenteredtheEU.Theywerewrong.Thingschangedradicallywhiletheywereinthe
EU.ThatsamemetaphorisbeingusedbyTrump:MakeAmericaGreatAgain.MakeAmericaSafeAgain.Andsoon.Asiftherewassomepast
idealstatethatwecangobacktojustbyelectingTrump.

6.ThereisalsoametaphorthatACountryIsaPersonandametonymyofthePresidentStandingFortheCountry.Thus,Obama,viaboth
metaphorandmetonymy,canstandconceptuallyforAmerica.Therefore,bysayingthatObamaisweakandnotrespected,itis
communicatedthatAmerica,withObamaaspresident,isweakanddisrespected.TheinferenceisthatitisbecauseofObama.

7.Thecountryaspersonmetaphorandthemetaphorthatwarorconictbetweencountriesisastghtbetweenpeople,leadstothe
inferencethatjusthavingastrongpresidentwillguaranteethatAmericawillwinconictsandwars.Trumpwilljustthrowknockout
punches.Inhisacceptancespeechattheconvention,Trumprepeatedlysaidthathewouldaccomplishthingsthatcanonlybedonebythe
peopleactingwiththeirgovernment.Afteronesuchstatement,therewasachantfromtheoor,Hewilldoit.

8.ThemetaphorthatThenationIsaFamilywasusedthroughouttheGOPconvention.Weheardthatstrongmilitarysonsareproducedby
strongmilitaryfathersandthatdefenseofcountryisafamilyaair.FromTrumpsloveoffamilyandcommitmenttotheirsuccess,weare
toconcludethat,aspresidenthewillloveAmericascitizensandbecommiedtothesuccessofall.

9.ThereisacommonmetaphorthatIdentifyingwithYourFamilysNationalHeritageMakesYouaMemberofThatNationality.Suppose
yourgrandparentscamefromItalyandyouidentifywithyourItalianancestors,youmayproudlystatethatyouareItalian.Themetaphoris
natural.Literally,youhavebeenAmericanfortwogenerations.TrumpmadeuseofthiscommonplacemetaphorinaackingUSDistrict
CourtJudgeGonzaloCuriel,whoisAmerican,bornandraisedintheUnitedStates.TrumpsaidhewasaMexican,andthereforewouldhate
himandtendtoruleagainsthiminacasebroughtagainstTrumpUniversityforfraud.

10.Thenthereisthemetaphorsystemusedinthephrasetocallsomeoneout.Firstthewordout.Thereisageneralmetaphorthat
KnowingIsSeeingasinIseewhatyoumean.Thingsthatarehiddeninsidesomethingcannotbeseenandhencenotknown,whilethings
arenothiddenbutoutinpubliccanbeseenandhenceknown.Tooutsomeoneistomadetheirprivateknowledgepublic.Tocall
someoneoutistopubliclynamesomeoneshiddenmisdeeds,thusallowingforpublicknowledgeandappropriateconsequences.

ThisisthebasisfortheTrumpianmetaphorthatNamingisIdentifying.Thusnamingyourenemieswillallowyoutoidentifycorrectlywho
theyare,gettothem,andsoallowyoutodefeatthem.Hence,justsayingradicalIslamicterroristsallowsyoutopickthemout,getat
them,andannihilatethem.Andconversely,ifyoudontsayit,youwontbeabletopickthemoutandannihilatethem.Thusafailuretouse
thosewordsmeansthatyouareprotectingthoseenemiesinthiscaseMuslims,thatis,potentialterroristsbecauseoftheirreligion.

Illstophere,thoughIcouldgoon.HerearetenusesofpeoplesunconsciousnormalbrainmechanismsthataremanipulatedbyTrumpand
hisfollowersforhisoverridingpurpose:tobeelectedpresident,tobegivenabsoluteauthoritywithaCongressandSupremeCourt,andso
tohavehisversionofStrictFatherMoralitygovernAmericaintotheindenitefuture.

ThesetenformsofusingpeopleseverydaybrainmechanismsforhisownpurposeshavegoenTrumptheRepublicannomination.But
millionsmorepeoplehaveseenandheardTrumpandcompanyontvandheardthemontheradio.Themediapunditshavenotdescribed
thosetenmechanisms,orotherbrainmechanisms,thatsurreptitiouslyworkontheunconsciousmindsofthepublic,eventhoughtheresult
isthatBigLiesrepeatedoverandoverarebeingbelievedbyagrowingnumberofpeople.

Evenifhelosestheelection,TrumpwillhavechangedthebrainsofmillionsofAmericans,withfutureconsequences.Itisvitallyimportant
peopleknowthemechanismsusedtotransmitBigLiesandtostickthemintopeoplesbrainswithouttheirawareness.Itisaformofmind
control.

Peopleinthemediahaveadutytoreportitwhentheseeit.Butthereareconstraintsonthemedia.

Certainthingshavenotbeenallowedinpublicpoliticaldiscourseinthemedia.Reportersandcommentatorsaresupposedtosticktowhatis
consciousandwithliteralmeaning.Butmostrealpoliticaldiscoursemakesuseofunconsciousthought,whichshapesconsciousthoughtvia
unconsciousframingandcommonplaceconceptualmetaphors.Itiscrucial,forthehistoryofthecountryandtheworld,aswellastheplanet,
thatallofthisbemadepublic.

Anditisnotjustthemedia.Suchresponsibilityrestswithordinarycitizenswhobecomeawareofunconsciousbrainmechanismsliketheten
wehavejustdiscussed.ThisresponsibilityalsorestswiththeDemocraticPartyandtheircampaignsatalllevels.

Istheuseofthepublicsbrainmechanismsforcommunicationnecessarilyimmoral?Understandinghowpeoplereallythinkcanbeusedto
communicatetruths,notBigLiesoradsforproducts.

Thisknowledgeisnotjustknowntocognitivelinguists.ItistaughtinMarketingcoursesinbusinessschools,andthemechanismsareused
inadvertising,togetyoutobuywhatadvertisersareselling.Wehavelearnedtorecognizeads;theyaresetobythemselves.Even
manipulativecorporateadvertisingwithpoliticalintent(likeadsforfracking)isnotasdangerousasBigLiesleadingtoauthoritarian
governmentdeterminingthefutureofourcountry.

HowCanDemocratsDoBeer?

First,dontthinkofanelephant.Remembernottorepeatfalseconservativeclaimsandthenrebutthemwiththefacts.Instead,gopositive.
https://georgelakoff.com/2016/07/23/understandingtrump2/ 5/6
1/22/2017 UnderstandingTrumpGeorgeLakoff
First,dontthinkofanelephant.Remembernottorepeatfalseconservativeclaimsandthenrebutthemwiththefacts.Instead,gopositive.
Giveapositivetruthfulframingtoundermineclaimstothecontrary.Usethefactstosupportpositivelyframedtruth.Userepetition.

Second,startwithvalues,notpoliciesandfactsandnumbers.Saywhatyoubelieve,buthaventbeensaying.Forexample,progressive
thoughtisbuiltonempathy,oncitizenscaringaboutothercitizensandworkingthroughourgovernmenttoprovidepublicresourcesforall,
bothbusinessesandindividuals.Usehistory.ThatshowAmericastarted.Thepublicresourcesusedbybusinesseswerenotonlyroadsand
bridges,butpubliceducation,anationalbank,apatentoce,courtsforbusinesscases,interstatecommercesupport,andofcoursethe
criminaljusticesystem.Fromthebeginning,thePrivateDependedonPublicResources,bothprivatelivesandprivateenterprise.

Overtimethoseresourceshaveincludedsewers,waterandelectricity,researchuniversitiesandresearchsupport:computerscience(viathe
NSF),theinternet(ARPA),pharmaceuticalsandmodernmedicine(theNIH),satellitecommunication(NASAandNOA),andGPSsystems
andcellphones(theDefenseDepartment).Privateenterpriseandprivatelifeuerlydependonpublicresources.Haveyoueversaidthis?
ElizabethWarrenhas.Almostnootherpublicgures.Andstopdefendingthegovernment.Talkaboutthepublic,thepeople,Americans,
theAmericanpeople,publicservants,andgoodgovernment.Andtakebackfreedom.Publicresourcesprovideforfreedominprivate
enterpriseandprivatelife.

Theconservativesarecommiedtoprivatizingjustabouteverythingandtoeliminatingfundingformostpublicresources.Thecontribution
ofpublicresourcestoourfreedomscannotbeoverstated.Startsayingit.

Anddontforgetthepolice.Eectiverespectfulpolicingisapublicresource.ChiefDavidO.BrownoftheDallasPolicegotitright.Training,
communitypolicing,knowingthepeopleyouprotect.Anddontasktoomuchofthepolice:citizenshavearesponsibilitytoprovidefunding
sothatpolicedonthavetodojobsthatshouldbedonebyothers.

Unionsneedtogoontheoensive.Unionsareinstrumentsoffreedomfreedomfromcorporateservitude.Employerscallthemselvesjob
creators.Workingpeopleareprotcreatorsfortheemployers,andassuchtheydeserveafairshareoftheprotsandrespectand
acknowledgement.Sayit.Canthepubliccreatejobs.Ofcourse.Fixinginfrastructurewillcreatejobsbyprovidingmorepublicresourcesthat
privatelivesandbusinessesdependon.Publicresourcestocreatemorepublicresources.Freedomcreatesopportunitythatcreatesmore
freedom.

Third,keepoutofnastyexchangesandaacks.Keepoutofshoutingmatches.Onecanspeakpowerfullywithoutshouting.Obamasetsthe
pace:Civility,values,positivity,goodhumor,andrealempathyarepowerful.Calmnessandempathyinthefaceoffuryarepowerful.Bill
Clintonwonbecauseheoozedempathy,withhisvoice,hiseyecontact,andhisbody.Itwasnthissuperbabilityasapolicywonk,butthe
empathyheprojectedandinspired.

Valuescomerst,factsandpoliciesfollowintheserviceofvalues.Theymaer,buttheyalwayssupportvalues.

Giveupidentitypolitics.Nomorewomensissues,blackissues,Latinoissues.Theirissuesareallreal,andneedpublicdiscussion.Butthey
allfallunderfreedomissues,humanissues.Andaddresspoorwhites!Appalachianandrustbeltwhitesdeserveyouraentionasmuchas
anyoneelse.DontsurrendertheirfatetoTrump,whowilljustincreasetheirsuering.

AndrememberJFKsimmortal,Asknotwhatyourcountrycandoforyou,butwhatyoucandoforyourcountry.Empathy,devotion,
love,prideinourcountrysvalues,publicresourcestocreatefreedoms.Andadulthood.

Beprepared.YouhavetounderstandTrumptostandcalmlyuptohimandthoserunningwithhimalloverthecountry.

___

GeorgeLakoisDistinguishedProfessorofCognitiveScienceandLinguisticsEmeritusattheUniversityofCaliforniaatBerkeley.Hismost
recentbookisTheALLNEWDontThinkofanElephant!HispreviousbooksonpoliticsandsocialissuesareMoralPolitics(1996,2002),Dont
ThinkofanElephant!(2004),WhoseFreedom?(2008),ThePoliticalMind(2008),andTheLileBlueBook,withElisabethWehling(2012).Thethird
editionofMoralPoliticswillbepublishedinSeptemberintimeforthe2016election.Hiswebsiteisgeorgelako.com
(hp://georgelako.com).

Advertisements(https://en.support.wordpress.com/aboutthese
ads/)

GeorgeLakoff

CreateafreewebsiteorblogatWordPress.com.

https://georgelakoff.com/2016/07/23/understandingtrump2/ 6/6