Tag Archives: George Lakoff

Over and Over and Over and Over…

2 Jul

The brilliant University of California cognitive scientist George Lakoff explains why it is important to repeat the phrase “There is no future in oil” over and over again:

“When a word or a phrase is repeated over and over for a long period of time, the neural circuits that compute its meaning are activated repeatedly in the brain. As the neurons in those circuits fire, the synapses connection the neurons in the circuits get stronger and the circuits may eventually become permanent, which happens when you learn the meaning of any word in your fixed vocabulary. Learning a word physically changes your brain, and the meaning of that word becomes physically instantiated in your brain.”

That’s why we’re focusing on saying this simple six word phrase again and again: There is no future in oil.

Are you with me? Will you help me say it?

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