The Book
Moral Politics has two different purposes. Lakoff uses the techniques of cognitive linguistics to attempt to better understand the mental frameworks that lie behind contemporary American politics, describing which mental concepts make up a "liberal", and which a "conservative". (What Lakoff means by these two terms is considered below.) And, in the last few chapters, he argues that "liberal" morals and politics are superior to "conservative" morals and politics.
The book is intended as an objective study of the conceptual metaphors underlying conservative and liberal politics although the closing section is devoted to the author's personal views. Lakoff makes it clear however, that there is no such thing as an Objective study of politics, as politics is based in subjective morality.
Lakoff wrote Moral Politics soon after the Republican Party's "Contract With America" takeover of Congress under the Clinton presidency, and his usage of the terms "liberal" and "conservative" is strongly resembles how those labels might have been used in the 1994 elections, the former having much to do with the Democratic party and the latter with the Republican party; indeed, chapter 9, "Moral Categories in Politics", presents Hillary Clinton as a prototypical "liberal" and Newt Gingrich as a prototypical "conservative". (Lakoff actually puts this somewhat differently, suggesting that Clinton is the prototypical arch-nemesis of conservatives, while Gingrich is the prototypical arch-nemesis of liberals.)
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