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 LakoffWhat Barack Obama calls bipartisanship is not moving to the right, but finding where people who consider themselves conservatives share these fundamental American values. When he talks about union, that's the kind of thing he means. That requires common responsibility. Individual responsibility is one of the hallmarks of conservative thought. In conservative religion, you yourself are responsible for whether you get into heaven. Or with fiscal conservatives, you are the market. It's your individual discipline and market discipline.
George LakoffDo we really think that the United States will have the protection of innocent Afghans in mind if it rains terror down on the Afghan infrastructure? We are supposedly fighting them because they immorally killed innocent civilians. That made them evil. If we do the same, are we any less immoral?
George LakoffIn all aspects of life... we define our reality in terms of metaphors and then proceed to act on the basis of the metaphors. We draw inferences, set goals, make commitments, and execute plans, all on the basis of how we in part structure our experience, consciously and unconsciously, by means of metaphor.
George Lakoff