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


The World According to Monsanto (DVD)

The World According to Monsanto (DVD)

By Marie-Monique Robin

Monsanto's controversial past combines some of the most toxic products ever sold with misleading reports, pressure tactics, collusion, and attempted corruption. They now race to genetically engineer (and patent) the world's food supply, which profoundly threatens our health, environment, and economy. Combining secret documents with first-hand accounts by victims, scientists, and politicians, this widely praised film exposes why Monsanto has become the world's poster child for malignant corporate influence in government and technology.

Also on the DVD:
Your Milk on Drugs—Just Say No!, A film by Jeffrey M. Smith

Dairy products from cows treated with Monsanto's genetically engineered bovine growth hormone (rBGH or rBST) may sharply increase cancer risk and other diseases, especially in children. Already banned in most industrialized nations, it was approved in the U.S. on the backs of fired whistleblowers, manipulated research, and a corporate takeover at the FDA. This must-see film includes footage prepared for a Fox TV station—canceled after a letter from Monsanto's attorney threatened "dire consequences."

Bonus CD:
"Don't Put That in Your Mouth," a speech by Jeffrey M. Smith

You'll want to stop eating genetically modified foods after you learn how they're linked to toxic and allergic reactions; sick, sterile, and dead livestock; and damage to virtually every organ studied in lab animals.

Available in: DVD

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The World According to Monsanto (DVD)

Jeffrey M. Smith, Marie-Monique Robin

DVD $19.95

Marijuana is Safer

Marijuana is Safer

By Steve Fox and Paul Armentano and Mason Tvert

In 2012, voters in Colorado shocked the political establishment by making the use of marijuana legal for anyone in the state twenty-one years of age or older. In the wake of that unprecedented victory, nationally recognized marijuana-policy experts Steve Fox, Paul Armentano, and Mason Tvert revisit the "Marijuana Is Safer" message that contributed to the campaign’s success--as the first edition of this book predicted it would in 2009. In this updated and expanded edition, the authors include a new chapter on the victory in Colorado and updates on a growing mountain of research that supports their position.

Through an objective examination of marijuana and alcohol, and the laws and social practices that steer people toward the latter, the authors pose a simple yet rarely considered question: Why do we punish adults who make the rational, safer choice to use marijuana instead of alcohol? For those unfamiliar with marijuana, Marijuana Is Safer provides an introduction to the cannabis plant and its effects on the user, and debunks some of the government's most frequently cited marijuana myths.

More importantly, for the millions of Americans who want to advance the cause of marijuana policy reform--or simply want to defend their own personal, safer choice--this book provides the talking points and detailed information needed to make persuasive arguments to friends, family, coworkers, elected officials and, of course, future voters.

Available in: Paperback

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Marijuana is Safer

Steve Fox, Paul Armentano, Mason Tvert

Paperback $14.95

GMO Myths and Truths

GMO Myths and Truths

By Claire Robinson and Michael Antoniou and John Fagan

It is often claimed that the case against genetically modified (GM) crops and foods is based on emotion, not science, and that to oppose GM crop and food technology is to be anti-science. It is also claimed that GM crops offer higher yields and better nutrition, that they are safe for health and the environment, that they reduce agrochemical use, and that they are needed to feed the world’s growing population. This book, co-authored by two genetic engineers and a writer/researcher, exposes these claims as false, using scientific and other documented evidence. GMO Myths and Truths summarizes the facts on the safety and efficacy of genetically modified (GM) crops and foods in terms that are accessible to the non-scientist but still relevant to scientists, policymakers and educators. The evidence presented points to many hazards, risks, and limitations of genetic engineering technology. These include harms found in animal feeding and ecological studies, which in turn indicate risks to health and the environment posed by GM crops and foods.

The layout of the book enables those readers with limited time to read the chapter summaries, while providing more detail and full references for those who require them. At 164 pages of paperback size, this new condensed version is shorter and more accessible than the authors’ 330-page report by the same name, which has been downloaded over half a million times.

The book shows that conventional breeding continues to outstrip GM in developing crops that deliver high yields, better nutrition, and tolerance to extreme weather conditions and poor soils. In agreement with over 400 international experts who co-authored a UN and World Bank-sponsored report on the future of farming, the authors conclude that modern agroecology, rather than GM, is the best path for feeding the world’s current and future populations in a safe and sustainable way.

Available in: Paperback

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GMO Myths and Truths

Claire Robinson, Michael Antoniou, John Fagan

Paperback $17.95

Confronting Collapse

Confronting Collapse

By Michael C. Ruppert

The book that inspired the movie Collapse.

The world is running short of energy-especially cheap, easy-to-find oil. Shortages, along with resulting price increases, threaten industrialized civilization, the global economy, and our entire way of life.

In Confronting Collapse, author Michael C. Ruppert, a former LAPD narcotics officer turned investigative journalist, details the intricate connections between money and energy, including the ways in which oil shortages and price spikes triggered the economic crash that began in September 2008. Given the 96 percent correlation between economic growth and greenhouse gas emissions and the unlikelihood of economic growth without a spike in energy use, Ruppert argues that we are not, in fact, on the verge of economic recovery, but on the verge of complete collapse.

Ruppert's truth is not merely inconvenient. It is utterly devastating.

But there is still hope. Ruppert outlines a 25-point plan of action, including the creation of a second strategic petroleum reserve for the use of state and local governments, the immediate implementation of a national Feed-in Tariff mandating that electric utilities pay 3 percent above market rates for all surplus electricity generated from renewable sources, a thorough assessment of soil conditions nationwide, and an emergency action plan for soil restoration and sustainable agriculture.

Available in: Paperback

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Confronting Collapse

Michael C. Ruppert, Colin Campbell

Paperback $15.00