Paper: Metaphor, Morality, and Politics, Or, Why Conservatives Have Left Liberals In the Dust ,George Lakoff, 1995

Original paper.

Summery

Lakoff set several moral metaphors used liberals and conservatives.

Conservative metaphors

The most important is strength metaphor:

• Good
  • Being good is being upright
  • Morality is strength (Conservatives tel you to stand up and fight. It correlate with the FFFF for fighting against danger to survive. Tal Yaron 13:12, 15 August 2012 (IDT))
    • Through sufficient self-discipline to meet one's responsibilities and face existing hardships.
      • punishment can be good for you, since going through hardships builds moral strength.
    • Actively through self-denial and further self-discipline.
    • Two moral strengths:
      • External threats: Courage is the strength to stand up to external evils.
      • internal threats: Cases where the issue ofself-control arises.
• Bad
  • Being bad is being low
  • Doing Evil is falling
  • Evil is a force (Conservatives tend to see evil as something done by somebody, and this relate to the FFFF mode of somthing that try to harm us. Tal Yaron 13:10, 15 August 2012 (IDT))

The world is divided in to good and evil (FFFF style Tal Yaron 13:24, 15 August 2012 (IDT))

• To remain good in the face of evil (to "stand up to" evil), one must be morally strong.
• One becomes morally strong through self-discipline and self-denial.
• Someone who is morally weak cannot stand up to evil and so will eventually commit evil.
• Therefore, moral weakness is a form of immorality.
• Lack of self-control (the lack of self-discipline) and self-indulgence (the refusal to engage in self-denial) are therefore forms of immorality.