Hazel, Don (2004) “Introduction” in Don’t Think of an Elephant: Know your Values and Frame the Debate: The Essential Guide for Progressive. By George Lakoff: xi-xiv. Vermont: Chelsea Green Publishing

 And when you control the language, you control the message, and the corporate media does the rest. – xii

Frames are mental structures that shape the way we see the world. – xv

All words are defined relative to conceptual frames. When you hear a word, its frame (or collection of frames) is activated in your brain. – xv