George Lakoff. Moral Politics: What Conservatives Know That Liberals Don't.
Moral Politics takes a fresh look at how we think and talk about political and moral ideas. George Lakoff analyzed recent political discussions to find that the family--especially the ideal family--is the most important metaphor of today. He looks at how conservatives and liberals link morality to politics through the concept of family and how these ideals diverge. A wake-up call to political pundits on both the left and the right, this work redefines how American think and talk about politics.