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


The Man Who Hated Work and Loved Labor

The Man Who Hated Work and Loved Labor

By Les Leopold

A CIA-connected labor union, an assassination attempt, a mysterious car crash, listening devices, and stolen documents--everything you'd expect from the latest thriller. Yet, this was the reality of Tony Mazzocchi, the Rachel Carson of the U.S. workplace; a dynamic labor leader whose legacy lives on in today's workplaces and ongoing alliances between labor activists and environmentalists, and those who believe in the promise of America.

In The Man Who Hated Work and Loved Labor: The Life and Times of Tony Mazzocchi, author and labor expert Les Leopold recounts the life of the late Oil, Chemical, and Atomic Workers Union leader. Mazzocchi's struggle to address the unconscionable toxic exposure of tens of thousands of workers led to the passage of the Occupational Safety and Health Act and included work alongside nuclear whistleblower Karen Silkwood. His noble, high-profile efforts forever changed working conditions in American industry--and made him enemy number one to a powerful few.

As early as the 1950s, when the term "environment" was nowhere on the political radar, Mazzocchi learned about nuclear fallout and began integrating environmental concerns into his critique of capitalism and his union work. An early believer in global warming, he believed that the struggle of capital against nature was the irreconcilable contradiction that would force systemic change.

Mazzocchi's story of non-stop activism parallels the rise and fall of industrial unionism. From his roots in a pro-FDR, immigrant family in Bensonhurst, Brooklyn, through McCarthyism, the Sixties, and the surge of the environmental movement, Mazzocchi took on Corporate America, the labor establishment and a complacent Democratic Party.

This profound biography should be required reading for those who believe in taking risks and making the world a better place. While Mazzocchi's story is so full of peril and deception that it seems almost a work of fiction, Leopold proves that the most provocative and lasting stories in life are those of real people.

Available in: Hardcover, Paperback, eBook

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The Man Who Hated Work and Loved Labor

Les Leopold

Paperback $24.95

Nuclear Roulette

Nuclear Roulette

By Gar Smith

Nuclear power is not clean, cheap, or safe. With Three Mile Island, Chernobyl, and Fukushima, the nuclear industry's record of catastrophic failures now averages one major disaster every decade. After three US-designed plants exploded in Japan, many countries moved to abandon reactors for renewables. In the United States, however, powerful corporations and a compliant government still defend nuclear power-while promising billion-dollar bailouts to operators.

Each new disaster demonstrates that the nuclear industry and governments lie to "avoid panic," to preserve the myth of "safe, clean" nuclear power, and to sustain government subsidies. Tokyo and Washington both covered up Fukushima's radiation risks and-when confronted with damning evidence-simply raised the levels of "acceptable" risk to match the greater levels of exposure.

Nuclear Roulette dismantles the core arguments behind the nuclear-industrial complex's "Nuclear Renaissance." While some critiques are familiar-nuclear power is too costly, too dangerous, and too unstable-others are surprising: Nuclear Roulette exposes historic links to nuclear weapons, impacts on Indigenous lands and lives, and the ways in which the Nuclear Regulatory Commission too often takes its lead from industry, rewriting rules to keep failing plants in compliance. Nuclear Roulette cites NRC records showing how corporations routinely defer maintenance and lists resulting "near-misses" in the US, which average more than one per month.

Nuclear Roulette chronicles the problems of aging reactors, uncovers the costly challenge of decommissioning, explores the industry's greatest seismic risks-not on California's quake-prone coast but in the Midwest and Southeast-and explains how solar flares could black out power grids, causing the world's 400-plus reactors to self-destruct. This powerful exposé concludes with a roundup of proven and potential energy solutions that can replace nuclear technology with a "Renewable Renaissance," combined with conservation programs that can cleanse the air, and cool the planet.

Available in: Hardcover, Paperback, eBook

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Nuclear Roulette

Gar Smith, Jerry Mander, Ernest Callenbach

Paperback $19.95

Seeds of Deception

Seeds of Deception

By Jeffrey M. Smith

Without knowing it, Americans eat genetically modified (GM) food everyday. While the food and chemical industries claim that GMO food is safe, a considerable amount of evidence shows otherwise. In Seeds of Deception, Jeffrey Smith, a former executive with the leading independent laboratory testing for GM presence in foods, documents these serious health dangers and explains how corporate influence and government collusion have been used to cover them up.

The stories Smith presents read like a mystery novel. Scientists are offered bribes or threatened; evidence is stolen; data withheld or distorted. Government scientists who complain are stripped of responsibilities or fired. The FDA even withheld information from congress after a GM food supplement killed nearly a hundred people and permanently disabled thousands. While Smith was employed by the laboratory he was not allowed to speak on the health dangers or the cover-up. No longer bound by this agreement, Smith now reveals what he knows in this groundbreaking exposé.

Today, food companies sell GM foods that have not undergone safety studies. FDA scientists opposed this, but White House and industry pressure prevailed and the agency's final policy--co-authored by a former Monsanto attorney--denied the risks. The scientists' concerns were made public only after a lawsuit forced the agency to turn over internal documents.

Dan Glickman, former Secretary of Agriculture, describes the government's pro-biotech mindset: "You felt like you were almost an alien, disloyal, by trying to present an open-minded view. . . . So I pretty much spouted the rhetoric. . . . It was written into my speeches."

In Seeds of Deception Smith offers easy-to-understand descriptions of genetic engineering and explains why it can result in serious health problems. This well-documented, pivotal work will show you how to protect yourself and your family.

Available in: Paperback

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Seeds of Deception

Frances Moore Lappé, Jeffrey M. Smith

Paperback $17.95

The Essential Bernie Sanders and His Vision for America

The Essential Bernie Sanders and His Vision for America

By Jonathan Tasini

Meet the essential Bernie Sanders—an authentic and uncompromising champion of the people.

Independent United States Senator Bernie Sanders—with a thirty-five-year career in public service, first as Burlington, Vermont’s mayor, then as Vermont’s sole representative to Congress, and currently as a United States senator—is now campaigning to become president of the United States. His goal is to build a movement to take back our country from the rich and powerful, and return it to its rightful owners—we, the American people. - Static Page Images - The Essential Bernie Approved

Sanders’ common sense, populist message is resonating with Democrats, Republicans, independents, as well as ordinary working- and middle-class Americans from all walks of life, including millennials, seniors, veterans, immigrants, environmentalists, union workers, and more.

In this short, accessible book, author Jonathan Tasini draws heavily from Sanders’ ample public record of speeches, statements, and interviews, and couples his working-class spirit with specific legislation he has championed on a number of core proposals that comprise a broader people’s agenda for America, including:

  • A national, single-payer health care system;
  • Free public higher education;
  • Taking on wealth and income inequality;
  • Preserving Social Security;
  • Caring for our veterans;
  • Ensuring civil rights for all;
  • Combatting climate change;
  • Reforming Wall Street, and much more.

The Essential Bernie Sanders and His Vision for America is a must-read for anyone who shares a vision for a forward-looking, sustainable, and more just United States of America, and is eager to change the course of history.

Available in: Paperback, eBook

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The Essential Bernie Sanders and His Vision for America

Jonathan Tasini

Paperback $14.00