Sublime

George Lakoff. He has a great seminal work from the 1980s called Women, Fire, and Dangerous Things.”

There may be no perfect frame waiting to be found but, argues the cognitive linguist George Lakoff, it is absolutely essential to have a compelling alternative frame if the old one is ever to be debunked. Simply rebutting the dominant frame will, ironically, only serve to reinforce it. And without an alternative to offer, there is little chance of

Obviousness:

having an argument and talking about one. The normal way for us to talk about attacking a position is to use the words “attack a position.” Our conventional ways of talking about arguments presuppose a metaphor we are hardly ever conscious of. The metaphor is not merely in the words we use—it is in our very concept of an argument. The language of

we took ARGUMENT IS WAR to be a metaphor because an argument and a war are basically different kinds of activity,

There may be no perfect frame waiting to be found but, argues the cognitive linguist George Lakoff, it is absolutely essential to have a compelling alternative frame if the old one is ever to be debunked. Simply rebutting the dominant frame will, ironically, only serve to reinforce it. And without an alternative to offer, there is little chance of