Barack Obama understands what Ronald Reagan learned, which is that people vote not on the basis of issues and policy details, but on the basis of something deeper, namely, what are your values? Are you authentic? Do you say what you believe? Do you communicate with us? And do we identify with you? You don't know what particular issues are going to come up in the future, so you have to depend on someone's values, and whether they are telling you the truth, and whether you can trust them in office. Obama's been running a campaign on that basis.
George LakoffWe now know, from the latest research about neurons, that we are hard-wired for empathy. We're hard-wired for cooperation. That is something about what we are as people - what it means to be a human being. And what Barack Obama was addressing was not just race or just the nature of politics. The great speeches address who we are as people, what it means to be a human being.
George LakoffConservatives say human beings are people who are primarily concerned with self-interest, and that's what they should be concerned with - self-interest and individual responsibility. They shouldn't be paying for anybody else's health care or anything else like that. As a result, government is something that should be absolutely minimal. It's not there for your overall protection and empowerment - it's not there to offer protection against disease or natural disasters or bad products or companies who sell you fallacious mortgages and so on.
George LakoffYou see Bill Clinton, and you say: Oh, this guy cares about me. Hillary Clinton isn't the same way. You see her, and you don't necessarily have that view. She's trying to achieve the same thing without the voice and the body language, and she's having a harder time doing it. But when she's effective, that's what she's effective at.
George LakoffIf you're a progressive, you can find lots of people who call themselves conservatives, but who agree with you on lots of things. There are people who call themselves conservatives, but who love the land as much as any environmentalist. Progressives share a number of common values with people who call themselves conservatives. Barack Obama has understood that very well. What he calls bipartisanship is not adopting conservative views, but finding where people who consider themselves conservatives share with him and other progressives these fundamental American values.
George Lakoff