Rating - 1: not worth considering (burn it)
If I were to write a book on how the Democratic Party could fail to retake either house of Congress in a mid-term election against an unpopular Republican President, it would look a lot like
Don't Think of an Elephant! Conveniently, the head of the Democratic National Committee has embraced the book, so we will soon test how well that works.
George Lakoff is a linguist who studies metaphors. Many people who focus on one subject believe that the world can be best understood through that frame, to the point that it is the primary explanation for most human activity. In Mr. Lakoff's case, the specific frame is that of "frames," using language in a metaphorical scheme that supports your point. Republicans have taken over most of the country through a better framing of issues.
One can see how this would be a comforting message after a decade of political losses. There is nothing wrong with
you, this is just a communication issue. Once you get through to people, they will want you to run the country.
Take his first example, "tax relief." Mr. Lakoff says that this is Republican framing that depicts taxes as an affliction to be cured, and Democrats lose when the debate is phrased in those terms. You see, the reality is that people are being tricked out of paying the taxes they long to pay. Being allowed to keep your money is a "reward." Taxes are responsible for all "private" success stories in America, including the banks, internet (thank you Al Gore!), and communications systems, as well as breakthroughs in science and medicine. Private industry is parasitic on the taxpayers. "There are no self-made men!"
In case it sounds like I am exaggerating anything here for effect, I am not. I am not even cherry-picking examples from the book.
Mr. Lakoff encourages Democrats to go on a long-term campaign of telling the public that taxes are good things that people should want to pay. "People know how to spend their money better than the government," is specifically cited as a misguided notion; instead, people should recognize that the government is a better innovator and investor than the private sector. Just look at the track record!
So the goal is to reframe issues into successful messages like that, ones that make your ideas sound like common sense.
Remember that the point is not to revise your ideas or consider whether anything has been misguided, unsuccessful, or wrong. After all, people do not vote on the basis of policies (so stop talking about them). Instead, you want to get the debate phrased in terms of your metaphors. It would be a drastic mistake to move to the right or try to fight conservatives on their own terms. For example, consider President Clinton. He ran as a New Democrat, a centrist who "took [Republicans'] language and used their words to describe" programs he wanted to pass. He was elected President twice and passed welfare reform that Mr. Lakoff believes was a tremendous progressive success. He cites that as an example of how you want to speak to the political center in your side's terms rather than your opponents'. Maybe it made more sense at the time.
Turning that around, when you reframe things in liberal terms, Democrats win. Take the current Republican President: he ran as a "compassionate conservative" who spoke about "Clear Skies" and "No Child Left Behind." Now, he and his party control the Presidency, most governorships, both houses of Congress, and the majority of state legislatures, along with an increasingly conservative Supreme Court. One can see how the Democratic National Committee would want even more of the political debate to follow this path.
[edit] There are similar issues with the central idea of the book, the paired frames of the "strict father" and "nurturant parent." You intuitively note the asymmetry, and attempts to argue that one side is gender-neutral while the other is patriarchal instead comes off as being afraid of seeming feminine. Go ahead, call Republicans the "Daddy party" and say that freeing the slaves was a victory over their ideology. When you refuse to own the remaining "Mommy party" slot for fear of its implications, you instead let Republicans define your frame in the public's mind. That has been the far less desirable "nanny state," which worries about whether we need to outlaw smoking on private property or eating fast food while "Daddy" is off fighting the terrorists. Besides piling weakness on weakness, it also means that the only ways he can conceive of government is as a parent, which means that voters are children who need to be lead and protected (from themselves and each other). It is bad politics to admit publicly that you believe in infantilizing the electorate. [/edit]
The book calls itself "the definitive handbook for understanding how conservatives think [and] what their moral values really are..." Mr. Lakoff perhaps could have found a Republican in Berkeley at some point, because replacing incomprehension with miscomprehension is not a big step forward. Take the example of abortion: Mr. Lakoff explains that conservatives oppose it because they believe that women should suffer through pregnancy and childbirth if they have illicit sex. There are people who are "genuinely pro-life" under the belief that life starts at conception, rights of the child, etc., but all of those people are progressives, usually Catholics. (Again, if you think I am caricaturing things, check page 85 and tell me that is an unfair presentation of the argument.)
Similarly, Republicans want "immoral or negligent corporations or professionals" to be "free to harm the public in unlimited ways in the course of making money." This is not presented as a side effect or a trade-off: it is what he sees as the true goal. Similarly, the goal of school vouchers is primarily to keep poor children out of "the better private and religious schools" (1. as opposed to how it is now...; 2.
what?).
There are many points on which Mr. Lakoff does give a fair presentation of opposition views, usually in the briefer descriptions. When more detail arises, problems arise. Similarly, he gives a good breakdown of the different, often conflicting factions that make up the Republican coalition; he then ignores that to give a single monolithic description of "what conservatives want." When you say that libertarians want to "impose" limited government on people, the verb is not doing the work you want it to in that sentence.
There is a helpful section on "how to respond to conservatives." The #1 is "show respect." As an example of that, it would be rude to say that Republicans beat their children, but it is fair to repeatedly say that they impose painful physical punishment on them. You should
politely point out that Republicans are lying about their goals (page 118, if you are checking me for exaggerations). Also on the note of lying, it could be improper to say that the President betrayed the country, but it is perfectly fine to set up a syllogism whose major premise is that it would be an act of betrayal to lead the country to war under false pretenses. If I can cite another example from page 118, it is also sufficiently respectful to refer to female soldiers being "raped...by a self-righteous conservative." "Avoid cheap shots," he advises, because "We win with a civil discourse and respectful cooperative conversation."
I will conclude with the note that you may want to put your fund-raising pitch further from your claim that your research institute is the only place doing the sort of activity that the Democratic Party needs to win. Page 27 reads pretty clearly that you want at least $4-7 million (and ideally $30 million) a year, guaranteed with no fundraising worries, "no strings attached," for thirty to forty years. I do credit careful language for maintaining the technically "non-partisan" position of said institute; I did not notice a time when Mr. Lakoff used "Democrat" where he legally needed to use "progressive."
There is a great deal of repetition in each chapter, so if you feel the need to read it, you should jump ship after chapter one. It is the best-written part of the book, anyway.
Amazon link
Post-election update:
As far as I can tell, no one in any competitive race used the Lakoff approach. Democrats consistently took the opposite approach, competing on Republican issues with the message that Republicans failed at them, largely Iraq. We have a cohort of pro-life Democratic hawks coming in. So we have not tested the Lakoff approach yet, but its exact opposite seems to work pretty well.