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The author of the seminal book "Moral Politics: How Liberals and Conservatives Think," Lakoff's specialty is dissecting "framing," or the ways in which conservatives and liberals position issues to fit their respective moral worldviews. He grasps how Republicans use language more effectively than Democrats, and what Democrats can do about it. "I wrote a chapter on what unites progressives -- a moral system, certain political principles, and what I call policy directions as opposed to policies. A policy direction is something like "Let's have a sustainable environment" and "Working people shouldn't be living in poverty" and "Everybody should have health care." The problem is that the Democrats have wanted to talk about programs rather than policy directions, and programs call up distinctions, which tend to separate people. For example, Kerry should be talking about health care for everyone, and just put a white paper with the details of the program on his website. The values, principles, and general directions are what people care about and what brings them together. It's pointless to argue about the policy-wonk details, because they're going to change anyway. [more

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