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


GMO Myths and Truths

GMO Myths and Truths

By Claire Robinson and Michael Antoniou and John Fagan

It is often claimed that the case against genetically modified (GM) crops and foods is based on emotion, not science, and that to oppose GM crop and food technology is to be anti-science. It is also claimed that GM crops offer higher yields and better nutrition, that they are safe for health and the environment, that they reduce agrochemical use, and that they are needed to feed the world’s growing population. This book, co-authored by two genetic engineers and a writer/researcher, exposes these claims as false, using scientific and other documented evidence. GMO Myths and Truths summarizes the facts on the safety and efficacy of genetically modified (GM) crops and foods in terms that are accessible to the non-scientist but still relevant to scientists, policymakers and educators. The evidence presented points to many hazards, risks, and limitations of genetic engineering technology. These include harms found in animal feeding and ecological studies, which in turn indicate risks to health and the environment posed by GM crops and foods.

The layout of the book enables those readers with limited time to read the chapter summaries, while providing more detail and full references for those who require them. At 164 pages of paperback size, this new condensed version is shorter and more accessible than the authors’ 330-page report by the same name, which has been downloaded over half a million times.

The book shows that conventional breeding continues to outstrip GM in developing crops that deliver high yields, better nutrition, and tolerance to extreme weather conditions and poor soils. In agreement with over 400 international experts who co-authored a UN and World Bank-sponsored report on the future of farming, the authors conclude that modern agroecology, rather than GM, is the best path for feeding the world’s current and future populations in a safe and sustainable way.

Available in: Paperback

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GMO Myths and Truths

Claire Robinson, Michael Antoniou, John Fagan

Paperback $17.95

Future Scenarios

Future Scenarios

By David Holmgren

In Future Scenarios, permaculture co-originator and leading sustainability innovator David Holmgren outlines four scenarios that bring to life the likely cultural, political, agricultural, and economic implications of peak oil and climate change, and the generations-long era of “energy descent” that faces us.

“Scenario planning,” Holmgren explains, “allows us to use stories about the future as a reference point for imagining how particular strategies and structures might thrive, fail, or be transformed.”

Future Scenarios depicts four very different futures. Each is a permutation of mild or destructive climate change, combined with either slow or severe energy declines. Probable futures, explains Holmgren, range from the relatively benign Green Tech scenario to the near catastrophic Lifeboats scenario.

As Adam Grubb, founder of the influential Energy Bulletin website, says, “These aren’t two-dimensional nightmarish scenarios designed to scare people into environmental action. They are compellingly fleshed-out visions of quite plausible alternative futures, which delve into energy, politics, agriculture, social, and even spiritual trends. What they do help make clear are the best strategies for preparing for and adapting to these possible futures.”

Future Scenarios provides brilliant and balanced consideration of the world’s options and will prove to be one of the most important books of the year.

Available in: Paperback

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Future Scenarios

David Holmgren

Paperback $12.00

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

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