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
eBook: 9781603585958
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


Availability: In Stock


Available Date:
September 23, 2014

$15.00 $12.00

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


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Director Chris Smith filmed Ruppert sitting alone in a room that looks like a bunker and chain smoking as he tells of the dangers facing our society.

"Ruppert recounts his career as a radical thinker and spells out the crises he sees ahead. He draws upon the same news reports and data available to any Internet user, but he applies a unique interpretation. He is especially passionate about the issue of peak oil, the concern raised by scientists since the seventies that the world will eventually run out of fossil fuel. While other experts debate this issue in measured tones, Ruppert doesn't hold back at sounding an alarm, portraying an apocalyptic future. Listening to his rapid flow of opinions, the viewer is likely to question some of the rhetoric as paranoid or deluded, and to sway back and forth on what to make of the extremism. Smith lets viewers form their own judgments." Thom Powers, Toronto International Film Festival

Available in: DVD

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Michael C. Ruppert, Chris Smith, Kate Noble

DVD $19.98

The Case against Fluoride

The Case against Fluoride

By Paul Connett and James Beck and Spedding Micklem

When the U.S. Public Health Service endorsed water fluoridation in 1950, there was little evidence of its safety. Now, six decades later and after most countries have rejected the practice, more than 70 percent of Americans, as well as 200 million people worldwide, are drinking fluoridated water. The Center for Disease Control and the American Dental Association continue to promote it--and even mandatory statewide water fluoridation--despite increasing evidence that it is not only unnecessary, but potentially hazardous to human health.

In this timely and important book, Dr. Paul Connett, Dr. James Beck, and Dr. H. Spedding Micklem take a new look at the science behind water fluoridation and argue that just because the dental and medical establishments endorse a public health measure doesn't mean it's safe. In the case of water fluoridation, the chemicals that go into the drinking water that more than 180 million people drink each day are not even pharmaceutical grade, but rather a hazardous waste product of the phosphate fertilizer industry. It is illegal to dump this waste into the sea or local surface water, and yet it is allowed in our drinking water. To make matters worse, this program receives no oversight from the Food and Drug Administration, and the Environmental Protection Agency takes no responsibility for the practice. And from an ethical standpoint, say the authors, water fluoridation is a bad medical practice: individuals are being forced to take medication without their informed consent, there is no control over the dose, and no monitoring of possible side effects.

At once painstakingly documented and also highly readable, The Case Against Fluoride brings new research to light, including links between fluoride and harm to the brain, bones, and endocrine system, and argues that the evidence that fluoridation reduces tooth decay is surprisingly weak.

Available in: Paperback, eBook

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The Case against Fluoride

Paul Connett, James Beck, Spedding Micklem, Albert W. Burgstahler

Paperback $24.95

Life, Liberty, and the Pursuit of Food Rights

Life, Liberty, and the Pursuit of Food Rights

By David E. Gumpert

Do Americans have the right to privately obtain the foods of our choice from farmers, neighbors, and local producers, in the same way our grandparents and great grandparents used to do?

Yes, say a growing number of people increasingly afraid that the mass-produced food sold at supermarkets is excessively processed, tainted with antibiotic residues and hormones, and lacking in important nutrients. These people, a million or more, are seeking foods outside the regulatory system, like raw milk, custom-slaughtered beef, and pastured eggs from chickens raised without soy, purchased directly from private membership-only food clubs that contract with Amish and other farmers.

Public-health and agriculture regulators, however, say no: Americans have no inherent right to eat what they want. In today's ever-more-dangerous food-safety environment, they argue, all food, no matter the source, must be closely regulated, and even barred, if it fails to meet certain standards. These regulators, headed up by the U.S. Food and Drug Administration, with help from state agriculture departments, police, and district-attorney detectives, are mounting intense and sophisticated investigative campaigns against farms and food clubs supplying privately exchanged food-even handcuffing and hauling off to jail, under threat of lengthy prison terms, those deemed in violation of food laws.

Life, Liberty, and the Pursuit of Food Rights takes readers on a disturbing cross-country journey from Maine to California through a netherworld of Amish farmers paying big fees to questionable advisers to avoid the quagmire of America's legal system, secret food police lurking in vans at farmers markets, cultish activists preaching the benefits of pathogens, U.S. Justice Department lawyers clashing with local sheriffs, small Maine towns passing ordinances to ban regulation, and suburban moms worried enough about the dangers of supermarket food that they'll risk fines and jail to feed their children unprocessed, and unregulated, foods of their choosing.

Out of the intensity of this unprecedented crackdown, and the creative and spirited opposition that is rising to meet it, a new rallying cry for food rights is emerging.

Available in: Paperback, eBook

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Life, Liberty, and the Pursuit of Food Rights

David E. Gumpert

Paperback $19.95

Seeds of Deception & GMO Trilogy (Book & DVD Bundle)

Seeds of Deception & GMO Trilogy (Book & DVD Bundle)

By Jeffrey M. Smith

Now Jeffrey M. Smith's best-selling book is paired with a new DVD and CD set that shows how genetically modified organisms (GMOs) put our health and environment at risk. This set will impact consumer perceptions and buying habits.

DVD 1: Unnatural Selection

This stunning, award-winning documentary by Bertram Verhaag and Gabriele Kröber reveals harsh consequences of genetic engineering on three continents. Vandana Shiva, Andrew Kimbrell, Percy Schmeiser and others, describe uncontrollable, self-replicating GM contamination, failed crops, farmer suicides, and new GM animals that threaten natural populations.

"Best Film," (CineEco, Portugal), "Best Long Production," (IEFF, Brazil), and "Best Journalistic Achievement," (IEFF, Germany).

"Meticulously researched, excellently photographed" -Ökomedia

 DVD 2: Hidden Dangers in Kids' Meals: Genetically Engineered Foods

Shocking research results, inadequate regulations and warnings from eminent scientists explain why GM foods are dangerous and should be removed from kids' meals. The dramatic story of how student behavior in a Wisconsin school was transformed with a healthy diet provides added motivation to make a change. It features Jeffrey Smith and more than a dozen scientists and experts. 

Audio CD: You're Eating WHAT?

Jeffrey Smith's riveting one-hour talk. 

Seeds of Deception

This is the top-rated, best selling book in the world on GM foods. Smith exposes the serious health dangers of genetically modified foods and the corporate cover-up. A fast-paced thriller of industry manipulation and political collusion, combined with lucid descriptions of genetic engineering and guidance on how to protect yourself and your family.

Available in: Mixed media product

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Seeds of Deception & GMO Trilogy (Book & DVD Bundle)

Jeffrey M. Smith

Mixed media product $27.95