George Lakeoff's 2004 book Don't Think of an Elephant had an enormous effect on Democrats, reeling from the Kerry election defeat. Since them there have been a slew of books making the case that Democrats need to learn the lesson that Republicans had already successfully assimilated. The need to "frame" the discussion of politics issues in relation to the deeper values held by the electorate.

A slew of books followed such as Jeffrey Feldman's Framing the Debate, and most recently What Orwell Didn't Know a compilation of articles on the subject. Now Lakeoff writes about Barack Obama's recent speech on race relations.