ABSTRACT
In Chapter 1, we introduced the notion of cognitive frames, and we returned to it in Chapters 4 and 5. According to Lakoff (2004), conservatives (right-wing Republicans) in the USA have done a better job than more progressive groups of establishing frames favourable to their views, a fact which Lakoff regrets. His aim is to ‘take back public discourse’ from the ‘conservatives’ and hand it to the ‘progressives’, whom he implicitly identifies with the Democratic Party, but who seem to roughly correspond to what we shall call liberals or left-liberals. 1
