Unfortunately, all too many progressives have been taught a false and outdated theory of reason itself, one in which framing, metaphorical thought, and emotion play no role in rationality. This has led many progressives to the view that facts–alone–will set you free. Progressives are constantly giving lists of facts.
Facts matter enormously, but to be meaningful they must be framed in terms of their moral importance. Remember, you can only understand what the frames in your brain allow you to understand. If the facts don't fit the frames in your brain, the frames in your brain stay and the facts are ignored or challenged and belittled.
When George W. Bush arrived, we got "compassionate conservatism." The Clear Skies Initiative. Healthy Forests. No Child Left Behind. … This is the use of Orwellian language–language that means the opposite of what it says–to appease people in the middle as you pump up the base. … Imagine if they came out supporting a "Dirty Skies Bill" or a "Forest Destruction Bill" or a "Kill Public Education" bill. They would lose. They are aware people do not support what they are really trying to do.
Orwellian language points to weakness–Orwellian weakness. When you hear Orwellian language, note where it is, because it is a guide to where they are vulnerable. They do not use it everywhere. It is very important to notice this and use their weakness to your advantage.
– George Lakoff, The All New Don't Think of an Elephant!