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The Little Blue Book: The Essential Guide to Thinking and Talking Democratic

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“The essential handbook for thinking and talking Democratic—must reading not only for every Democrat but for every responsible citizen” (Robert B. Reich, former Secretary of Labor and author of Beyond Outrage ).

“The essential handbook for thinking and talking Democratic—must reading not only for every Democrat but for every responsible citizen” (Robert B. Reich, former Secretary of Labor and author of Beyond Outrage ).

Voters cast their ballots for what they believe is right, for the things that make moral sense. Yet Democrats have too often failed to use language linking their moral values with their policies. The Little Blue Book demonstrates how to make that connection clearly and forcefully, with hands-on advice for discussing the most pressing issues of our the economy, health care, women’s issues, energy and environmental policy, education, food policy, and more. Dissecting the ways that extreme conservative positions have permeated political discourse, Lakoff and Wehling show how to fight back on moral grounds and in concrete terms. Revelatory, passionate, and deeply practical, The Little Blue Book will forever alter the way Democrats and progressives think and talk about politics.

160 pages, Paperback

First published June 19, 2012

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658 people want to read

About the author

George Lakoff

51 books856 followers
George Lakoff is Richard and Rhoda Goldman Distinguished Professor of Cognitive Science and Linguistics at UC Berkeley and is one of the founders of the field of cognitive science.

He is author of The New York Times bestseller Don't Think of an Elephant!, as well as Moral Politics: How Liberals and Conservatives Think, Whose Freedom?, and many other books and articles on cognitive science and linguistics.

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5 stars
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149 (40%)
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75 (20%)
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13 (3%)
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Displaying 1 - 30 of 52 reviews
Profile Image for Susan.
46 reviews
August 27, 2017
Very easy & short read on an important topic of using words that are moral based when discussing progressive ideas. We have been indoctrinated with conservative rhetoric for years and use it freely when trying to get progressive ideas across to conservatives. Lakoff's book provides the concept of framing our conversations about health care, women's issues, the environment, the economy, etc. in ways that link our moral values to these issues. Best part is he offers useful verbiage we can start using now when talking to our conservative officemate or neighbor that will allow us to get our point across without shutting down the conversation.
Profile Image for Laura.
1,611 reviews129 followers
December 26, 2016
“All politics is moral” this book begins. It posits that there are two strong, and strongly opposing, moral stories in the United States of America based on two strong, and strongly opposing, idealized visions of the family. First, the progressive vision of the family, with parents of equal authority, led by empathy and reason, with positive reinforcement and willingness to question and be questioned. Second, the conservative view of the family, structured around a strict father who is the nautral leader of the family; who protects his family from evil and punishes his wife and children when they transgress. The first leads to robust infrastructure; the second to “the market as decider with no external authority over it (such as government, unions, or the courts), and strictness in other institutions, such as eduation, prisons, businesses, sports teams, romantic relationships, and the world community.” 18.

They suggest we frame the moral world around these views of the family, and that swing voters have morally complex systems that call on both. And, they suggest, progressives fail when they try to oppose conservative framing on its own terms; they need to state their own agenda in simple, positive, authentic terms.

It was fine. Wish it had showed its work more. Made me think of Orwell's Politics and the English Language and kinda wish I'd spent the time re-reading that instead.
Profile Image for Dan.
3 reviews10 followers
August 4, 2012
Every progressive worth their salt MUST read this book as soon as possible. Its vital argument is that to further the beliefs we hold, the ideals of democracy and progress and fairness we cherish, we must reclaim the language to frame policy as moral imperative. It is a skill the conservative coalition has been adept at employing, to their advantage, over the last couple decades... and a tradition that made FDR and the New Deal, or LBJ and the Great Society initiatives, so popular in the first place.

With an eye towards the upcoming election, this essential, pithy guide incisively puts current "values" debates in their historical contexts, and gives the left the most effective toolbox to win the hearts, minds and votes of the American electorate. Read this book--you will be able to articulate why you believe what you do, think as you do, value what you cherish and what priorities you feel are most in need of our limited resources, with more grace and clarity than you ever have before.

I can't recommend this highly enough. I hope the President's speech writers have read it, and it should be required reading for all the Obama surrogates out on the campaign circuit this crucial year.
Profile Image for Danielle Allen.
177 reviews70 followers
November 17, 2013
As a writer, I find words fascinating. And I'm really interested in how the way we say things, and how the language that we choose, makes a difference in how our message is received. This book explores how language and politics are subconsciously interwoven, and I found it incredibly interesting.

"Language makes use of these deep modes of thought. In the brain, words are defined in terms of these brain mechanisms and not simply in terms of condition in the external world. The link between words and the world goes through the brain and uses those largely unconscious mechanisms.

Most political leader and policymakers, perhaps especially progressives and those in the Democratic Party, are not aware of this science. They have been taught, and still believe, that people are at all times consciously aware of what they think and that words are defined directly in terms of the world. They commonly believe that everyone reasons the same way and that if they just tell people the facts, most people will reason to the right conclusion. But since this is scientifically false, it keeps not happening."
Profile Image for Robert.
698 reviews3 followers
August 31, 2017
"Don't Think of an Elephant," also by George Lakoff, was an eye-opener for me. This book - not so much. It was in desperate need of an editor. There are some extremely helpful - and hopeful - things in the book - and the author really wants us to understand that language is politics and there are some ways of saying things that are better than others. I'll keep it around to use as a refresher from time to time.
Profile Image for David.
142 reviews5 followers
November 25, 2016
Lakoff's concise guide for Democrats, to help them better compete with Republicans in the battle of the sound byte. Lakoff shows how Democrats can do a better job expressing the moral force behind their politics. Thomas Frank, in Listen, Liberal reminds us that Democrats have done a poor job of implementing policies that embody their moral positions.
Profile Image for Katie O’Reilly.
695 reviews13 followers
December 2, 2018
Some useful takeaways: frame your policy preferences in the language of your own moral convictions and don’t frame issues in conservative language if you are a liberal.
Profile Image for Karel Baloun.
516 reviews47 followers
September 6, 2019
Excellent short call to action for Progressives to improve their language and positioning: to emotionally tap into shared values to shift mental frames. It isn’t complicated, and with persistent effort over several election cycles or decades, this could yield tremendous change.

“Whatever comes first sets the frame, and determines how facts are interpreted.” (p40)
“conservatives are just better at this because they have a deeper understanding of the moral basis of political communication.“ (p35)

The example of how to argue for Medicare for all (p39-40) is exceptionally clear and well done. Each chapter of section 3 has short summary of how to argue for each of these progressive positions, and only just reading these is quite impactful.

Summary, from page 43:
> use your own language; never use your opponent’s language.
> be aware of what you believe and repeat it out loud over and over; never repeat ideas that you do not believe in, even if you are arguing against them.
> be positive.
> be authentic.
> bring it home.
> say it simply.

All of this should be require reading for anyone working in politics or advocacy, especially the entire part 4 “phrasebook”.

Part 2 about the destruction of the radical conservative “epidemic” is concise and satisfying, but this 2012 book feels tame compared to the disasters of Trump and McConnell which are at an entirely more treasonous level.

Attacking corporate power as an affront to freedom and liberty seems savvy. Yet somehow, this and everything else concrete in this book sadly feels like somehow not enough. I suppose just any positive change is essential, and patience is a necessary virtue.

For example, chapter 16 on the real evils of the Farm Bill is accurate, but also sadly politically difficult, especially as it includes blanket opposition to chemicals and GMOs. The chapters on climate and energy (17 & 18) should be obvious slam dunks, yet even here progressives have apparently way too much work to do...
Profile Image for Todd Martin.
Author 4 books82 followers
September 6, 2021
George Lakoff keeps writing the same book, over and over.
- Republicans function within a ‘strict father’ worldview with a focus on personal responsibility.
- Democrats, within a ‘nurturing mother’ worldview with a focus on empathy.
- Republicans succeed because they couch their policies within the moral framework of their worldview.
- Democrats fail because they present a litany of facts and figures in support of their policies, a tactic that fails to resonate beyond the liberal base.

It’s the same thing he wrote in Don’t Think of an Elephant and the same thing he wrote in The Political Mind. Lakoff is adamant that repetition of arguments is a key criterion for getting them to stick … but publishing the same book with the same ideas again and again is taking it to a whole new level.
Profile Image for Nancy.
1,599 reviews87 followers
March 22, 2021
I am giving this four stars because it's a useful book. And even though it was written in 2012 when Obama was president, it holds up surprisingly well. Although there are moments, reading it, when you think: We thought these policy decisions or message framing choices were bad? We had no idea what was coming.

There are critiques that can be made: The book feels really repetitive and sort of disorganized. It's one of those 'written by two' books that have a disjointed feel--a shifting of tone, overlapping ideas. A good editor could really have helped. Even though the book is short--135 pages--even shorter could have been better, turning this into a handbook.

Because if we're ever going to need an essential guide to thinking and talking Democratic, it's now.
Profile Image for Ivonne Rovira.
2,538 reviews251 followers
February 26, 2013
As in Don't Think of an Elephant: Know Your Values and Frame the Debate: The Essential Guide for Progressives, author George Lakoff has penned yet another fantastic book for progressives who realize that the linguistic high ground is being stolen by conservatives but don't know how to yank it back.

Is every single one of Lakoff's suggestions a home run? As some other reviewers have pointed out, no. However, Lakoff includes so many brilliant moral frames for language that The Little Blue Book is a must-have for every Democrat and progressive in America. This book will literally change the way your speak!
219 reviews5 followers
October 19, 2016
Take this book to heart if you want to sound like a twerp when you talk politics. Many of Lakoff’s advice and observations are good: progressives do seem to have problems establishing their own framing for an issue, and a lot of that probably does come from the unconscious acceptance of conservative terminology, narrative, solution-space, etc. But the way he packages this “strategy guide” seems like it was designed by someone with not a lot of people skills. Which is a shame, because many of these alternate ideas for framing are well thought out and it’s probably worth grabbing just for that. Make sure to run everything through your personal filter first though.
Profile Image for Clifford.
Author 16 books378 followers
July 8, 2013
There's no question that words matter, and this book--like Lakoff's previous one--addresses that point but also expands that notion to look at the idea of framing. How issues are framed is just as important as the words we use to talk about them. For the most part, he says, Democrats have gotten it all wrong and have let Republicans control the debate. The solution, which will take a long time, is stop using their frames and their language.

The argument suggests that a lot of people aren't smart enough to see through the Republican spin. Lakoff could be right about that.
438 reviews4 followers
December 14, 2012
This is a great book for everyone left of center. It gave me real insight about why I seem to be speaking in a foreign language when I am talking the right of center folks. I now realize that we have different definitions of the same words/concepts used. Important for everyone on the left to know so that we can have greater effectiveness in presenting our positions.
83 reviews5 followers
October 15, 2012
Mostly a reprise of "Don't Think of an Elephant".
Profile Image for Carlin.
1,759 reviews18 followers
April 22, 2018
This was a brilliant book in which the author differentiated between the moral framework of progressive and conservative politics . It isn't long but has incredibly important points for progressives, especially in the Age of Trump. It was written after the 2010 election when the Democrats lost the House and Senate and the tea party "Freedom Caucus" essentially called the shots in Congress repudiating compromise and holding up legislation that didn't meet their exact view. The subsequent political dysfunction has multiplied 1,000-fold since then culminating in the election of Trump while the Republicans tightened their hold on Congress.

Lakoff explained the moral basis of both progressive and conservative viewpoints summing up a carefully thought out process as follows:

"The progressive view, mostly in the Democratic Party, is that democracy depends on citizens caring about each other and taking responsibility both for themselves and for others. This yields a view of government with a moral mission: to protect and empower all citizens equally." Laskoff calls this the nurturing parent doctrine based upon empathy and equality between parents.

"Conservatives hold the opposite view: that democracy exists to provide citizens with the maximum liberty to pursue their self-interest with little or no commitment to the interests of others." This is based on the stern father being in control model, no gender equality, children submitting to the will of the father.

Since Reagan political thought has been molded into conservative terms. The language they use has framed the discourse, and progressives have fallen into the trap. By repeating conservative talking points in an effort to counter the arguments, progressives have kept the conservative moral framework front and center never figuring out how the words they use only underscore the conservative mantra of every man for himself, no responsibility for the needs of others.

Laskoff gives concrete examples of what progressives can say to make points in discussions with conservatives from the economy to health care to education etc. I plan to re-read these talking points until I can feel comfortable using them in discussions with those with whom I disagree rather than just getting angry or completely withdrawing from the conversation.

I strongly recommend all progressives read this book, especially those who are running for office in 2018!
1,445 reviews44 followers
March 29, 2024
I kinda dimly knew Lakoff's ideas but decided I should read into them a bit more. The branches of linguistics I'm familiar with are very theoretical/computational, so I'm not as aware of the research behind the "cognitive" brand of linguistics that he espouses. But I do think that metaphor is powerful, and I buy his thesis that you have to frame your policy preferences in metaphor that reflects your moral preferences. In particular, you can't start by borrowing your opponent's moral metaphors and argue against it. It just won't work.

I found the first part of the book the strongest, as he illustrates how poorly the Democrats framed the debate leading up to the ACA. (Later, he demonstrates how even the name "Affordable Care Act" is terrible.) The conservative "strict father" mental model and how it arises in language and policy preference was an eye-opener, although I had seen some discussion of it before in articles and blogposts. Later, Lakoff introduces an issue-by-issue guide and a language list; this I skimmed a little bit more. He does basically prescribe a bunch of policies stemming from liberal values; I don't know that I agreed with all of them (I am neutral-to-pro nuclear, for example). I would probably have liked a summary with a list of phrases to avoid and what to use instead.
Profile Image for Mary.
96 reviews
December 2, 2017
I have always appreciated George Lakoff's works as a linguist. This book holds strong suggestions of interacting with opposing viewpoints by understanding the frames of the argument.

I do believe that he oversimplifies the "Nurturing Parent/Authoritarian Father" divide between conservatives and liberals. While that frame makes it easier for his arguments to find a target in explaining the behavior of the most active cultural warriors on the Right, that frame seems to black and white for the nuances of lives I see around me as I live in the South - those who would call themselves compassionate and involved in their communities to help others, yet hoping for decreased taxes and smaller government.

Nevertheless, readers from both sides would benefit from his explanation for how the other frames their ideas and what the conflicts between the two frames are. And how to talk about those conflicts.
Profile Image for Arlene Baker.
20 reviews1 follower
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March 3, 2020
Essential to progressives

Every single Democrat and every single Progressive, concerned with the direction our country has taken , needs to read and understand this book and then change their language for every conversation that they have. This should be right up to the top where we have our leaders understanding these Concepts and all of the talking points that get sent out to all people who are communicating in public needs to understand this to use this language to basically portray our values, values we believe are moral and just.we are losing the battle because we fail to listen to those who understand the science of our brains, while the conservatives have applied these techniques for decades.
Profile Image for Alexis Kraft.
3 reviews1 follower
January 28, 2025
This book is extremely helpful for anyone who feels they struggle at presenting democratic policy and worldview in real time. In times such as these, it’s important to touch up on the basics and solidify your understanding of basic policies.

It was hard for me to put this book down. I felt comforted by the simplification of terminology. The book is written in an easily accessible way that I think most readers will appreciate. It doesn’t waste time with loaded jargon and lengthy run arounds. It really differentiates between “policies” and “values” as well, which is interesting and helpful.

Highly recommend this book to any liberal, or moderate, who wants a better understanding of democratic policy and values, and wants to know how to communicate it better.
45 reviews1 follower
January 9, 2020
This book points out the importance of "framing" contentious social/political issues in ways that activate favorable rather than unfavorable mostly-subconscious moral world views, and the dismaying frequency with which liberals and progressives unthinkingly use conservative frames. It offers a few alternative ways to frame conversations about various topics, but to me these are of varying quality. Still, food for thought and an opportunity for all of us to dream up better ways to frame the issues.
7 reviews2 followers
January 12, 2019
Learn the insidiousness of Conservative/authoritarian thought.

In this book, George sets up critical frames that explain the rise of conservative political ideas, It takes effort, repitition and careful thought to over come. George explains what progressives need to do to change the discourse and get more mind share and hence more votes.

He shows how to use persuasion to change people to become more moral and shows their politics will follow.
205 reviews
December 6, 2016
I was halfway through "Don't Think of An Elephant!" before I gave it up because I thought it was too redundant. Why I chose to pick this book up, I'm not sure. A lot of it feels like a recap of that book. Part 4 was probably the newest section, although I am not sure how much of it was successful/effective/good.
2 reviews
July 20, 2017
New way of thinking and speaking as a Progressive.

We Progressives have a difficult time with framing our political beliefs. This little book is excellent for providing a much better framework for discussion. Conservatives might better understand our points of view, also. Good read for anyone interested in politics.
Profile Image for Danny.
99 reviews2 followers
July 6, 2020
Overall, i was expecting a bit more from this book, but if the Democrats would just adopt a few of the authors' suggestions much would be gained. I boosted my rating from 3 to 4 based on the final chapter, a brilliant takedown of extreme conservatives' warped understanding of social Darwinism. It's cooperation not competition.
82 reviews
March 7, 2022
Very good summation of the basic difference in conservative vs. liberal conception of the
the role of government, the individual's role in society, and understanding of the social covenant.
Good linguistic suggestions for how to present (and how NOT to present) information when discussing ideology and political issues.
Profile Image for Carlin Scott.
8 reviews6 followers
January 10, 2019
This is a very useful book for liberals to read so that they can better understand how conservatives think and why they choose the tactics that they do. Hopefully this book has improved how Democrats deal with conservatively minded individuals.
Profile Image for Edith Lueke.
41 reviews
July 5, 2022
Needs to be taught in school.

As does Alfie kohn, this book focuses on empathy, which is sorely missing in so many writings and minds . Extreme focus on competition and winning is detrimental to a flourishing society.
Profile Image for Tracey.
22 reviews6 followers
January 7, 2018
A must read considering today's political climate.
Displaying 1 - 30 of 52 reviews

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