” When I started teaching framing the first thing I would tell the class is “Don’t think of an elephant,” and of course, they think of an elephant. I wrote a book on it because the point is, if you negate a frame, you have to activate the frame, because you have to know what you’re negating. If you use logic against something, you’re strengthening it. And that lesson was not understood. So if people think in terms of logic — it’s a mistake that’s made every day on MSNBC — you go on there and you’ll get people saying, “Well, you know, Trump said this, and some Republicans said that and Jeff Sessions said this and here are the facts that show they’re wrong.” You just keep repeating the things that you’re negating. And that just strengthens them. ” -George Lakoff, 2017


When I started teaching framing the first thing I would tell the class is “Don’t think of an elephant,” and of course, they think of an elephant. I wrote a book on it because the point is, if you negate a frame, you have to activate the frame, because you have to know what you’re negating. If you use logic against something, you’re strengthening it. And that lesson was not understood. So if people think in terms of logic — it’s a mistake that’s made every day on MSNBC — you go on there and you’ll get people saying, “Well, you know, Trump said this, and some Republicans said that and Jeff Sessions said this and here are the facts that show they’re wrong.” You just keep repeating the things that you’re negating. And that just strengthens them.

-George Lakoff, 2017

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