George Lakoff is the one to bring up in the gender polarity locution. His writings are key to the prospects of the Democratic nominee. Whereas Clark takes the CLintonian/Bush rhetorically clensed tactic, Dean gets his speak straight from the re-framing of the issue (i hear it all the time from him). Here's some links on the master, if you don't have Moral Politics, you need too (Philosophy in the Flesh is key too to understand where the progressive language is going to come from).
Lakoff
Prospect on Lakoff
doc on Lakoff
MotherJones on Lakoff
RC on Lakoff
CogSci on Lakoff
Edge on Lakoff
Semiotic on Lakoff