I hope everyone takes the time to watch this at some point, even though it is an hour long. UC Berkeley professor of Cognitive Science and Linguistics George Lakoff talks about how liberals and conservatives see the world using separate ideas of the family. He talks about how liberals use a 'nurturing parent' model while conservatives use the 'strict father' model. He also talks about how important the use of specific words and phrases actually is in how ideas are pitched and then retained by listeners and readers. The 'frames' built by the way ideas are put together get people to act and think in decidedly different ways.