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


Limits to Growth - The 30-Year Update (Book & CD-ROM Bundle)

Limits to Growth - The 30-Year Update (Book & CD-ROM Bundle)

By Donella Meadows and Jorgen Randers and Dennis Meadows

In 1972 four young scientists at MIT wrote a book called The Limits to Growth that shocked the world and became an international best-seller. Using the World3 computer model, the authors looked into the future and sounded an alarm, for the first time showing the consequences of unchecked growth on a finite planet. Their book gained worldwide attention and became the cornerstone of a global debate on how to achieve a sustainable future.

Twenty years later the authors wrote Beyond the Limits, a follow-up volume that showed humanity was already overshooting Earth's limits. Beyond the Limits again provoked a national debate and galvanized the scientific and environmental academics leaders to incorporate Limits to Growth into the core environmental studies curriculum.

Now Limits to Growth: The 30-Year Update brings data on overshoot and global ecological collapse to the present moment. It provides a short course in the World3 computer model, types of growth, and the various kinds of overshoot likely to occur in the current century. While it remains to be seen whether public policy will respond effectively and in time to problems such as climate change, this book makes a compelling case for the vital need for a Sustainability Revolution.

The CD

This disc is intended for serious students of Limits to Growth: The 30-Year Update. It permits users to reproduce and examine the details of the ten scenarios published in the book. The CD can be run on most Macintosh and PC operating systems. With it you will be able to:

  • Reproduce the three graphs for each of the scenarios as they appear in the book
  • Graph the eleven individual parameters for each scenario
  • Create comparative plots to examine the behavior of one parameter under the assumptions for two or more scenarios
  • Print out 47 key variables in five-year increments from 1900 to 2100 for any of the scenarios

 The CD also includes:

  • Full model equations compatible with STELLA
  • Eighty-five JPEG files of the important book illustrations for use in lectures and classroom discussions

Available in: Mixed media product

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Limits to Growth - The 30-Year Update (Book & CD-ROM Bundle)

Jorgen Randers, Dennis Meadows, Donella Meadows

Mixed media product $42.50

The Joel Salatin Set (3-Book Bundle)

The Joel Salatin Set (3-Book Bundle)

By Joel Salatin

Set includes: The Sheer Ecstasy of Being a Lunatic Farmer, You Can Farm: The Entrepreneur's Guide to Start and Succeed in a Farming Enterprise, and Salad Bar Beef.

Available in: Quantity pack

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The Joel Salatin Set (3-Book Bundle)

Joel Salatin

Quantity pack $90.25

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

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The Case against Fluoride

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

Paperback $24.95

The End of America

The End of America

By Naomi Wolf

In a stunning indictment of the Bush administration and Congress, best-selling author Naomi Wolf lays out her case for saving American democracy. In authoritative research and documentation Wolf explains how events of the last six years parallel steps taken in the early years of the 20th century’s worst dictatorships such as Germany, Russia, China, and Chile.

The book cuts across political parties and ideologies and speaks directly to those among us who are concerned about the ever-tightening noose being placed around our liberties.

In this timely call to arms, Naomi Wolf compels us to face the way our free America is under assault. She warns us–with the straight-to-fellow-citizens urgency of one of Thomas Paine’s revolutionary pamphlets–that we have little time to lose if our children are to live in real freedom.

“Recent history has profound lessons for us in the U.S. today about how fascist, totalitarian, and other repressive leaders seize and maintain power, especially in what were once democracies. The secret is that these leaders all tend to take very similar, parallel steps. The Founders of this nation were so deeply familiar with tyranny and the habits and practices of tyrants that they set up our checks and balances precisely out of fear of what is unfolding today. We are seeing these same kinds of tactics now closing down freedoms in America, turning our nation into something that in the near future could be quite other than the open society in which we grew up and learned to love liberty,” states Wolf.

Wolf is taking her message directly to the American people in the most accessible form and as part of a large national campaign to reach out to ordinary Americans about the dangers we face today. This includes a lecture and speaking tour, and being part of the nascent American Freedom Campaign, a grassroots effort to ensure that presidential candidates pledge to uphold the constitution and protect our liberties from further erosion.

The End of America will shock, enrage, and motivate–spurring us to act, as the Founders would have counted on us to do in a time such as this, as rebels and patriots–to save our liberty and defend our nation.

Available in: Paperback

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The End of America

Naomi Wolf

Paperback $13.95