This is an interesting turn that is covered in  George Lakoff’s new book, “The Political Mind”.

Lakoff blames “neoliberals” and their “Old Enlightenment” mentality for the Democratic Party’s weakness. They think they can win elections by citing facts and offering programs that serve voters’ interests. When they lose, they conclude that they need to move farther to the right, where the voters are.

This is all wrong, Lakoff explains. Neuroscience shows that pure facts are a myth and that self-interest is a conservative idea. In a “New Enlightenment,” progressives will exploit these discoveries. They’ll present frames instead of raw facts. They’ll train the public to think less about self-interest and more about serving others. It’s not the platform that needs to be changed. It’s the voters.

The basis of Lakoff’s theory is simple: the mind is the brain. Any connection that forms between your thoughts also forms between your neurons. As you internalize a metaphor, a circuit in your brain “physically constitutes the metaphor.” This parallel development continues as mental complexity increases. “Narratives are brain structures,” he proposes.

The general idea makes sense: brain and mind are dual aspects of the same thing. But Lakoff seems to forget that the language of mental construction is itself a metaphor. He describes how synapses are strengthened, neurons “wire together,” “neural binding” fuses “permanent circuits” and a worldview solidifies through “long-term bindings to the core.” With these elaborations, he mechanizes the brain-mind relationship. The brain’s structure and dynamics don’t just embody thought, he says; they physically constrain it.

To Lakoff, this explains why conservatives win elections. They manipulate us more effectively. They’ve been “preparing the seedbed of our brains with their high-level general principles so that when ‘tax relief’ was planted, their framing could take root and sprout.” And “as a result, progressive messages don’t take root.”

And there is the key to wining elections–manipulation!