Chelsea Green Publishing

The ALL NEW Don't Think of an Elephant!

Pages:192 pages
Size: 5.375 x 8.375 inch
Publisher:Chelsea Green Publishing
Paperback: 9781603585941
Pub. Date September 23, 2014

The ALL NEW Don't Think of an Elephant!

Know Your Values and Frame the Debate

Availability: In Stock


Available Date:
September 23, 2014


The essential progressive guide for the issues that define our future: climate, inequality, immigration, health care, and more

Ten years after writing the definitive, international bestselling book on political debate and messaging, George Lakoff returns with new strategies about how to frame today’s essential issues.

Called the “father of framing” by The New York Times, Lakoff explains how framing is about ideas—ideas that come before policy, ideas that make sense of facts, ideas that are proactive not reactive, positive not negative, ideas that need to be communicated out loud every day in public.

The ALL NEW Don’t Think of an Elephant! picks up where the original book left off—delving deeper into how framing works, how framing has evolved in the past decade, how to speak to people who harbor elements of both progressive and conservative worldviews, how to counter propaganda and slogans, and more.

In this updated and expanded edition, Lakoff, urges progressives to go beyond the typical laundry list of facts, policies, and programs and present a clear moral vision to the country—one that is traditionally American and can become a guidepost for developing compassionate, effective policy that upholds citizens’ well-being and freedom.

The ALL NEW Dont Think of an Elephant is also available as an audio book! Browse and download the book here >>


"Lakoff single-handedly convinced liberals of the importance of language in winning political battles. Now he's back to finish what he started."--Markos Moulitsas, founder and publisher, Daily Kos

"The All New Don't Think of an Elephant! is an indispensable tool for progressives—packed with new thinking on framing issues that are hotly debated right now, and new insights on how to reclaim the political debate on meaningful terms that can yield true progress, not just political gains."--Jennifer M. Granholm, former governor of Michigan

"When the original Don't Think of an Elephant! came out in2004, Lakoff showed us that progressive Democrats voted on values, not issues—just like the right. Now, Dr. Lakoff is back to prevent a relapse of bad framing. The ALL NEW Don't Think of an Elephant! is a must read, every bit as important as the first edition. This time we have to train ourselves to think for the long term. Buy this book, memorize it, and teach it to your children. Progressives may be smart, but we don't communicate our ideas well. This book is the blueprint for how to do better."--Howard Dean, former chair of the Democratic National Committee and founder of Democracy for America


George Lakoff

George Lakoff is the country’s leading expert on the framing of political discourse and one of the world’s most renowned linguists and cognitive scientists. He is the author of numerous books on politics–including Don’t Think of an Elephant!, The Political Mind, Moral Politics, Thinking Points, The Little Blue Book (with Elisabeth Wehling), and Whose Freedom?–as well as numerous books on language and the mind.
Lakoff has consulted with the leaders of hundreds of advocacy groups on framing issues, lectured to large audiences across the country, run dozens of workshops for activists, spoken regularly on radio talk shows and TV shows, addressed the policy retreats and the caucuses for both the Senate and the House Democrats, consulted with progressive pollsters and advertising agencies, and been interviewed at length in the public media, and he continues to do extensive research on the framing of public discourse.

Currently Distinguished Professor of Cognitive Science and Linguistics at the University of California at Berkeley, Lakoff is a founder of the fields of cognitive science and cognitive linguistics, has previously taught at Harvard and the University of Michigan, and was a fellow at the Center for Advanced Study in the Behavioral Sciences at Stanford. For more than two decades, he was codirector of the Neural Theory of Language Project at the International Computer Science Institute at Berkeley. He also spent more than a decade as senior fellow at the Rockridge Institute, a nonpartisan think tank, and has served on the international advisory board of Prime Minister Zapatero of Spain, on the science board of the Santa Fe Institute, as president of the International Cognitive Linguistics Association, and on the governing board of the Cognitive Science Society. He has lectured at major universities in dozens of countries around the world. His current technical research is on the theory of how the neural circuitry of the brain gives rise to thought and language.

His blogs appear regularly on his website,, and at The Huffington Post, Truthout, Alternet, Common Dreams, and Daily Kos.


George Lakoff, "Retaking Political Discourse"

The Left, the Right, and the Family View of Government

Idea Framing, Metaphors, and Your Brain - George Lakoff

George Lakoff: Moral Politics


Genetic Roulette

Genetic Roulette

By Jeffrey M. Smith

Never-before-seen evidence points to genetically engineered foods as a major contributor to rising disease rates in the U.S. population, especially among children. Gastrointestinal disorders, allergies, inflammatory diseases, and infertility are just some of the problems identified in humans, pets. livestock, and lab animals that eat genetically modified soybeans and corn.

Monsanto's strong-arm tactics, the FDA's fraudulent policies, and how the USDA ignores a growing health emergency are also laid bare. This sometimes shocking film may change your diet, help you protect your family, and accelerate the consumer tipping point against genetically modified organisms (GMOs). A film not to be missed.

Also includes the bonus DVD Seeds of Freedom (28 min.) narrated by Jeremy Irons, and produced by the Gaia Foundation and African Biodiversity Network. This landmark film shows how the story of seed at the hands of multinationals has become one of loss, control, dependence, and debt. Also: two talks by Jeffrey M. Smith and twelve public-service announcements.

Available in: DVD

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Genetic Roulette

Jeffrey M. Smith, Jeremy Irons, Lisa Oz, Micah Salaberrios

DVD $19.95

The Man Who Hated Work and Loved Labor

The Man Who Hated Work and Loved Labor

By Les Leopold

A CIA-connected labor union, an assassination attempt, a mysterious car crash, listening devices, and stolen documents--everything you'd expect from the latest thriller. Yet, this was the reality of Tony Mazzocchi, the Rachel Carson of the U.S. workplace; a dynamic labor leader whose legacy lives on in today's workplaces and ongoing alliances between labor activists and environmentalists, and those who believe in the promise of America.

In The Man Who Hated Work and Loved Labor: The Life and Times of Tony Mazzocchi, author and labor expert Les Leopold recounts the life of the late Oil, Chemical, and Atomic Workers Union leader. Mazzocchi's struggle to address the unconscionable toxic exposure of tens of thousands of workers led to the passage of the Occupational Safety and Health Act and included work alongside nuclear whistleblower Karen Silkwood. His noble, high-profile efforts forever changed working conditions in American industry--and made him enemy number one to a powerful few.

As early as the 1950s, when the term "environment" was nowhere on the political radar, Mazzocchi learned about nuclear fallout and began integrating environmental concerns into his critique of capitalism and his union work. An early believer in global warming, he believed that the struggle of capital against nature was the irreconcilable contradiction that would force systemic change.

Mazzocchi's story of non-stop activism parallels the rise and fall of industrial unionism. From his roots in a pro-FDR, immigrant family in Bensonhurst, Brooklyn, through McCarthyism, the Sixties, and the surge of the environmental movement, Mazzocchi took on Corporate America, the labor establishment and a complacent Democratic Party.

This profound biography should be required reading for those who believe in taking risks and making the world a better place. While Mazzocchi's story is so full of peril and deception that it seems almost a work of fiction, Leopold proves that the most provocative and lasting stories in life are those of real people.

Available in: Hardcover, Paperback

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The Man Who Hated Work and Loved Labor

Les Leopold

Paperback $24.95

Devil in the Milk

Devil in the Milk

By Keith Woodford

This groundbreaking work is the first internationally published book to examine the link between a protein in the milk we drink and a range of serious illnesses, including heart disease, Type 1 diabetes, autism, and schizophrenia.

These health problems are linked to a tiny protein fragment that is formed when we digest A1 beta-casein, a milk protein produced by many cows in the United States and northern European countries. Milk that contains A1 beta-casein is commonly known as A1 milk; milk that does not is called A2. All milk was once A2, until a genetic mutation occurred some thousands of years ago in some European cattle. A2 milk remains high in herds in much of Asia, Africa, and parts of Southern Europe. A1 milk is common in the United States, New Zealand, Australia, and Europe.

In Devil in the Milk, Keith Woodford brings together the evidence published in more than 100 scientific papers. He examines the population studies that look at the link between consumption of A1 milk and the incidence of heart disease and Type 1 diabetes; he explains the science that underpins the A1/A2 hypothesis; and he examines the research undertaken with animals and humans. The evidence is compelling: We should be switching to A2 milk.

A2 milk from selected cows is now marketed in parts of the U.S., and it is possible to convert a herd of cows producing A1 milk to cows producing A2 milk.

This is an amazing story, one that is not just about the health issues surrounding A1 milk, but also about how scientific evidence can be molded and withheld by vested interests, and how consumer choices are influenced by the interests of corporate business.

Available in: Paperback

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Devil in the Milk

Keith Woodford, Tom Cowan

Paperback $24.95



By Mark Schapiro

From tainted pet food to toxic toys, Americans can thank the successful lobbying efforts of the U.S. chemical industry for the secret ingredients in everyday products that have been linked to rising rates of infertility, endocrine system disruptions, neurological disorders, and cancer.

While the U.S. Congress stalls in the face of these dangers, the European Union has chosen to act. Strict consumer-safety regulations have forced multinationals to manufacture safer products for European consumers, while lower U.S. standards allow them to continue selling unsafe products to Americans. Schapiro's exposé shows that short of strong government action, the United States will lose not only its ability to protect citizens from environmental hazards but also, as economic priorities shift, whatever claim it has to commercial supremacy. Increasingly, products on American shelves are equated with serious health hazards, hazards that the European Union is legislating out of existence in its powerful trading bloc, a lead that even China is beginning to follow. Schapiro illustrates how the blowback from weak regulation at home carries a steep economic, as well as environmental, price.

In Exposed: The Toxic Chemistry of Everyday Products and What's at Stake for American Power, investigative journalist Mark Schapiro takes the reader to the front lines of global corporate and political power, where tectonic battles are being waged that will determine the physical and economic health of our children and ourselves.

Available in: Paperback

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Mark Schapiro

Paperback $24.95