The Seven Intellecutal Underpinnings of the Obama Code: George Lakoff
For the sake of unity, the President tends to express his moral vision indirectly. Like other self-aware and highly articulate speakers, he connects with his audience using what cognitive scientists call the "cognitive unconscious." Speaking naturally, he lets his deepest ideas simply structure what he is saying. If you follow him, the deep ideas are communicated unconsciously and automatically. The Code is his most effective way to bring the country together around fundamental American values.
For supporters of the President, it is crucial to understand the Code in order to talk overtly about the old values our new president is communicating. It is necessary because tens of millions of Americans—both conservatives and progressives—don’t yet perceive the vital sea change that Obama is bringing about.