While Donald Trump's tweets are routinely attacked as false, this often only helps to spread his message, says cognitive linguist George Lakoff. So DW asked him how to best respond to the US president's fiery language.

Language activates an idea and a circuitry in your brain. And the result of that is every time a circuit is activated, its synapses get stronger. So the more you hear certain things, even if you just hear and understand them, the circuitry gets stronger.