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

Get Up, Stand Up

Get Up, Stand Up

By Bruce E. Levine

Polls show that the majority of Americans oppose recent US wars and Wall Street bailouts, yet most remain passive and appear resigned to powerlessness. In Get Up, Stand Up, Bruce Levine offers an original and convincing explanation for this passivity. Many Americans are deeply demoralized by decades of oppressive elitism, and they have lost confidence that genuine democracy is possible. Drawing on phenomena such as learned helplessness, the abuse syndrome, and other psychological principles and techniques for pacifying a population, Levine explains how major US institutions have created fatalism. When such fatalism and defeatism set in, truths about social and economic injustices are not enough to set people free.

However, the situation is not truly hopeless. History tells us that for democratic movements to get off the ground, individuals must recover self-respect, and a people must regain collective confidence that they can succeed at eliminating top-down controls. Get Up, Stand Up describes how we can recover dignity, confidence, and the energy to do battle. That achievement fills in the missing piece that, until now, has undermined so many efforts to energize genuine democracy.

Get Up, Stand Up details those strategies and tactics that oppressed peoples have successfully employed to gain power. We the People can unite, gain strength, wisely do battle, and wrest power away from the ruling corporate-government partnership (the "corporatocracy"). Get Up, Stand Up explains how.

Available in: Paperback

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Get Up, Stand Up

Bruce E. Levine

Paperback $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

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