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


Surviving the Future

Surviving the Future

By David Fleming and Shaun Chamberlin

A Story from Lean Logic

Surviving the Future is a story drawn from the fertile ground of the late David Fleming’s extraordinary Lean Logic: A Dictionary for the Future and How to Survive It. That hardback consists of four hundred and seventy-two interlinked dictionary entries, inviting readers to choose their own path through its radical vision.

Recognizing that Lean Logic’s sheer size and unusual structure can be daunting, Fleming’s long-time collaborator Shaun Chamberlin has selected and edited one of these potential narratives to create Surviving the Future. The content, rare insights, and uniquely enjoyably writing style remain Fleming’s, but are presented here at a more accessible paperback-length and in conventional read-it-front-to-back format.

The subtitle—Culture, Carnival and Capital in the Aftermath of the Market Economy—hints at Fleming’s vision. He believed that the market economy will not survive its inherent flaws beyond the early decades of this century, and that its failure will bring great challenges, but he did not dwell on this: “We know what we need to do. We need to build the sequel, to draw on inspiration which has lain dormant, like the seed beneath the snow.”

Surviving the Future lays out a compelling and powerfully different new economics for a post-growth world.  One that relies not on taut competitiveness and eternally increasing productivity—“putting the grim into reality”—but on the play, humor, conversation, and reciprocal obligations of a rich culture. Building on a remarkable breadth of intellectual and cultural heritage—from Keynes to Kumar, Homer to Huxley, Mumford to MacIntyre, Scruton to Shiva, Shakespeare to Schumacher—Fleming describes a world in which, as he says, “there will be time for music.”

This is the world that many of us want to live in, yet we are told it is idealistic and unrealistic. With an evident mastery of both economic theory and historical precedent, Fleming shows that it is not only desirable, but actually the only system with a realistic claim to longevity. With friendliness, humor, and charm, Surviving the Future plucks this vision out of our daydreams and shows us how to make it real.

Available in: Paperback

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Surviving the Future

Rob Hopkins, Shaun Chamberlin, David Fleming

Paperback $17.95

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

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

Hemp Bound

Hemp Bound

By Doug Fine

The stat sheet on hemp sounds almost too good to be true: its fibers are among the planet’s strongest, its seed oil the most nutritious, and its potential as an energy source vast and untapped. Its one downside? For nearly a century, it’s been illegal to grow industrial cannabis in the United States–even though Betsy Ross wove the nation’s first flag out of hemp fabric, Thomas Jefferson composed the Declaration of Independence on it, and colonists could pay their taxes with it. But as the prohibition on hemp’s psychoactive cousin winds down, one of humanity’s longest-utilized plants is about to be reincorporated into the American economy. Get ready for the newest billion-dollar industry.

In Hemp Bound:Dispatches from the Front Lines of the Next Agricultural Revolution, bestselling author Doug Fine embarks on a humorous yet rigorous journey to meet the men and women who are testing, researching, and pioneering hemp’s applications for the twenty-first century. From Denver, where Fine hitches a ride in a hemp-powered limo; to Asheville, North Carolina, where carbon-negative hempcrete-insulated houses are sparking a mini housing boom; to Manitoba where he raps his knuckles on the hood of a hemp tractor; and finally to the fields of east Colorado, where practical farmers are looking toward hemp to restore their agricultural economy—Fine learns how eminently possible it is for this misunderstood plant to help us end dependence on fossil fuels, heal farm soils damaged after a century of growing monocultures, and bring even more taxable revenue into the economy than its smokable relative.

Fine’s journey will not only leave you wondering why we ever stopped cultivating this miracle crop, it will fire you up to sow a field of it for yourself, for the nation’s economy, and for the planet.

Available in: Paperback

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Hemp Bound

Doug Fine

Paperback $14.95