Reading "Don't Think of an Elephant" by George Lakoff (can't get off of politics these days). Lakoff is a Berkeley linguist who's analyzed the way conservatives and progressives frame debates (cut to the short - the Republicans won).
The crux is that most conservative operate under a "strict father" frame and most liberal/progressives under a "nurturant parent" frame.
Fascinating stuff and a quick read. Highly recommended.