George Lakoff: It’s not in the model. It’s in the historical circumstances that surround all of this. The model is an unconscious model of values, of where their values come from, of what makes them liberals or conservatives. However, the problem is the conscious understanding. And that comes out of the Enlightenment. So, liberals are taught that they are bringing down Enlightenment values with them. They include separation of church and state—the Enlightenment was about getting rid of the Pope and the king and having a civil society—and reason. The idea is that reason is what defines people and makes them what they are, and therefore if you just give people the facts, the facts will set you free. People will reason to the correct conclusion. And that’s the disaster. Because what it means is liberals always try to fight frames with facts, and that doesn’t work. They negate things. They’re anti-this and anti-that, instead of pro. And they define elections as going after self-interest. That doesn’t win elections. You’ve got to know what’s most important for winning, and what’s most important is values and identification and trust. It’s that kind of thing that they’re missing.