For centuries, we in the West have thought of ourselves as rational animals whose mental capacities transcend our bodily nature. In this traditional view our minds are abstract, logical, unemotionally rational, consciously accessible, and, above all, able to directly fit and represent the world. Language has a special place in thie view of what a human is - it is a privileged, logical symbol system internal to our minds that transparently expresses abstract concepts that are defined in terms of the external world itself.
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 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 LakoffBarack 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 LakoffFor centuries, we in the West have thought of ourselves as rational animals whose mental capacities transcend our bodily nature. In this traditional view our minds are abstract, logical, unemotionally rational, consciously accessible, and, above all, able to directly fit and represent the world. Language has a special place in thie view of what a human is - it is a privileged, logical symbol system internal to our minds that transparently expresses abstract concepts that are defined in terms of the external world itself.
George Lakoff