we have received more requests to reair our conversation with cognitive scientist george lakoff than any other program this year. so tonight we honor your request with a look back at that conversation. how does donald trump get people to believe what he says even while the media calls out one lie or false statement after another? it turns out that trump's insults and name-calling have a science behind them, and it works. we're glad you've joined us. linguist and cognitive scientist george lakoff about the science of framing an unconscious thought in just a moment. ♪ >> and by contributions to your pbs station from viewers like you. thank you. ♪ >>> george lakoff for years has been studying political messaging and how people digest the message of public discourse. he is an author and professor emeritus of cognitive science and linguistics at u.c. berkeley. he joins us to talk about how failing to understand unconscious thought and moral world views has frustrated democrats and progressives as they try to counter the trump message with basic logic. professor lakoff, good to have you on

we have received more requests to reair our conversation with cognitive scientist george lakoff thaner program this year. so tonight we honor your request with a look back at that conversation. how does donald trump get people to believe what he says even while the media calls out one lie or false statement after another? it turns out that trump's insults and name-calling have a science behind them, and it works. we're glad you've joined us. linguist and cognitive scientist george lakoff about the science of framing an unconscious thought in just a moment.

join me next time with a conversation with cognitive scientist george lakoff about the consciousnessartners to build a national culture of health so that everyone in america can live productive and healthy lives. the california endowment. health happens in neighborhoods. learn more. ♪ >>> and by contributions to your pbs station from viewers like you. ♪ >>> thank you. ♪ ♪ >>> be more. pbs. ♪ -today on "america's test kitchen," bridget and julia uncover the secrets to the ultimate sticky buns, adam reviews waffle irons with julia, and jack challenges bridget to a tasting of almond butter. it's all coming up right here on "america's test kitchen." "america's test kitchen" is brought to you by the following -- fisher & paykel. since 1934, fisher & paykel has been designing

join me next time with a conversation with cognitive scientist george lakoff about the consciousnessartners to build a national culture of health so that everyone in america can live productive and healthy lives. the california endowment. health happens in neighborhoods. learn more. ♪ >>> and by contributions to your pbs station from viewers like you. ♪ >>> thank you. ♪ ♪ >>> be more. pbs. >>> good evening from los angeles. i'm tavis smiley. tonight a conversation with award-winning novelist joyce carol oates. she is of course one tv country's most honored writers and most prolific with more than 70 novels and short stories to her credit. she joins us to talk about her latest titled "a book of american martyrs." we are glad you have joined us. a conversation with joyce carol oates in just a moment. ♪ ♪ ♪