From George Lakoff, Moral Politics: How Liberals and Conservatives Think (U of Chicago Press)
Here are some words and phrases used over and over in conservative discourse: character, virtue, discipline, tough it out, get tough, tough love, strong, self-reliance, individual responsibility, backbone, standards, authority, heritage, competition, earn, hard work, enterprise, property rights, reward, freedom, intrusion, interference, meddling, punishment, human nature, traditional, common sense, dependency, self-indulgent, elite, quotas, breakdown, corrupt, decay, rot, degenerate, deviant, lifestyle.
The same, of course, is true of the liberal worldview. Liberals, in their speeches and writings, choose different topics, different words, and different modes of inference than conservatives. Liberals talk about: social forces, social responsibility, free expression, human rights, equal rights, concern, care, help, health, safety, nutrition, basic human dignity, oppression, diversity, deprivation, alienation, big corporations, corporate welfare, ecology, ecosystem, biodiversity, pollution, and so on. Conservatives tend not to dwell on these topics, or to use these words as part of their normal political discourse. A description of the liberal and conservative worldviews should explain why.