Using Language Effectively

Claim, evidence, and warrant are useful categories when constructing or identifying a well-reasoned argument. However, a speech is much more than this simple structure over and over (how boring, huh?).

When we craft arguments, it’s tempting to view our audience as logic-seekers who rely solely on rationality, but that’s not true. Instead, Walter Fisher (1984) argues that humans are storytellers, and we make sense of the world through good stories. A good speech integrates argumentative components while telling a compelling story about your argument to the audience. A key piece of that story is how you craft the language—language aids in telling an effective story.

Language: What Do We Mean?

Language is any formal system of gestures, signs, sounds, and symbols used or conceived as a means of communicating thought, either through written, enacted, or spoken means. Linguists believe there are far more than 6,900 languages and distinct dialects spoken in the world today (Anderson, 2012). Despite being a formal system, language results in different interpretations and meanings for different audiences.

It is helpful for public speakers to keep this mind, especially regarding denotative and connotative meaning. Wrench, Goding, Johnson, and Attias (2011) use this example to explain the difference:

When we hear or use the word “blue,” we may be referring to a portion of the visual spectrum dominated by energy with a wave-length of roughly 440–490 nanometers. You could also say that the color in question is an equal mixture of both red and green light. While both of these are technically correct ways to interpret the word “blue,” we’re pretty sure that neither of these definitions is how you thought about the word. When hearing the word “blue,” you may have thought of your favorite color, the color of the sky on a spring day, or the color of a really ugly car you saw in the parking lot. When people think about language, there are two different types of meanings that people must be aware of: denotative and connotative. (p. 407)

Denotative meaning is the specific meaning associated with a word. We sometimes refer to denotative meanings as dictionary definitions. The scientific definitions provided above for the word “blue” are examples of definitions that might be found in a dictionary. Connotative meaning is the idea suggested by or associated with a word at a cultural or personal level. In addition to the examples above, the word “blue” can evoke many other ideas:

State of depression (feeling blue)
Indication of winning (a blue ribbon)
Side during the Civil War (blues vs. grays)
Sudden event (out of the blue)
States that lean toward the Democratic Party in their voting
A slang expression for obscenity (blue comedy)

Given these differences, the language you select may have different interpretations and lead to different perspectives. As a speechwriter (and communicator), being aware of different interpretations can allow you select language that is the most effective for your speaking context and audience.

Using Language to Craft Your Argument

Have you ever called someone a “wordsmith?” If so, you’re likely complimenting their masterful application of language. Language is not just something we use; it is part of who we are and how we think. As such, language can assist in clarifying your content and creating an effective message.

Achieve Clarity

Clear language is powerful language. If you are not clear, specific, precise, detailed, and sensory with your language, you won’t have to worry about being emotional or persuasive, because you won’t be understood. The goal of clarity is to reduce abstraction; clarity will allow your audience to more effectively track your argument and insight, especially because they only have one chance to listen.

Concreteness aids clarity. We usually think of concreteness as the opposite of abstraction. Language that evokes many different visual images in the minds of your audience is abstract language. Unfortunately, when abstract language is used, the images evoked might not be the ones you really want to evoke. Instead, work to be concrete, detailed, and specific. “Pity,” for example, is a bit abstract. How might you describe pity by using more concrete words? Use concrete, specific language that’s reasonable. It’s tempting to show off vocabulary, but if the vocabulary is too specific, it won’t translate to your audience. Clear descriptions or definitions can aid in concreteness and clarity.

To define means to set limits on something; defining a word is setting limits on what it means, how the audience should think about the word, and/or how you will use it. We know there are denotative and connotative definitions or meanings for words, which we usually think of as objective and subjective responses to words. You only need to define words that would be unfamiliar to the audience or words that you want to use in a specialized way.

Describing is also helpful in clarifying abstraction. The key to description is to think in terms of the five senses: sight (visual: how does the thing look in terms of color, size, shape); hearing (auditory: volume, musical qualities); taste (gustatory: sweet, bitter, salty, sour, gritty, smooth, chewy); smell (olfactory: sweet, rancid, fragrant, aromatic, musky); and feel (tactile: rough, silky, nubby, scratchy).

If you were, for example, talking about your dog, concrete and detailed language could assist in “bring your dog to life,” so to speak, in the moment.

Boring and abstract: My dog is pretty great. He is well behaved, cute, and is friendly to all of our neighbors. I get a lot of compliments about him, and I really enjoy hanging out with him outside in the summer.
Concrete and descriptive: Buckley, my golden-brown Sharpei mix, is a one-of-a-kind hound. Through positive treat reinforcement, he learned to sit, shake, and lay down within one month. He will also give kisses with his large and wrinkly snout. He greats passing neighbors with a smile and enjoys Midwest sunbathing on our back deck in the 70-degree heat.

Doesn’t the second description do the image of the dog more justice? Being concrete and descriptive paints a picture for the audience and can increase your warrant’s efficacy. Being descriptive, however, doesn’t mean adding more words. In fact, you should aim to “reduce language clutter.” Your descriptions should still be purposeful and important.

Be Effective

Language achieves effectiveness by communicating the right message to the audience. Clarity contributes to effectiveness, but effectiveness also includes using familiar and interesting language.

Familiar language is language that your audience is accustomed to hearing and experiencing. Different communities and audience use language differently. If you are part of an organization, team, or volunteer group, there may be language that is specific and commonly used in those circles. We call that language jargon, or specific, technical language that is used in a given community. If you were speaking to that community, drawing on those references would be appropriate because they would be familiar to that audience. For other audiences, drawing on jargon would be ineffective and either fail to communicate an idea to the audience or implicitly community that you haven’t translated your message well (reducing your ethos).

In addition to using familiar language, draw on language that’s accurate and interesting. This is difficult, we’ll admit it! But in a speech, your words are a key component of keeping the audience motivated to listen, so interesting language can peak and maintain audience interest.

Active language is interesting language. Active voice, when the subject in a sentence performs the action, can assist in having active and engaging word choices. An active sentence would read, “humans caused climate change” as opposed to a passive approach of, “climate change was caused by humans.” Place subjects at the forefront. You must, however, be reflexive in the language process.

Practicing Reflexivity

Language reflects our beliefs, attitudes, and values – words are the mechanism we use to communicate our ideas or insights. Communication both creates and is created by culture. When we select language, we are also representing and creating ideas and cultures – language has a lot of power.

To that end, language should be a means of inclusion and identification, rather than exclusion.

You might be thinking, “Well I am always inclusive in my language,” or “I’d never intentionally use language that’s not inclusive.” We understand, but intention is less important than effect.

Consider the term “millennial”— a categorization that refers to a particular age group. It can be useful to categorize different generations, particularly from a historical and contemporary perspective. However, people often argue that “millennials are the laziest generation” or “millennials don’t know hard work!” In these examples, the intention may be descriptive, but they are selecting language that perpetuates unfair and biased assumptions about millions of people. The language is disempowering (and the evidence, when present, is weak).

Language assists us in categorizing or understanding different cultures, ideas, or people; we rely on language to sort information and differentiate ourselves. In turn, language influences our perceptions, even in unconscious and biased ways.

The key is to practice reflexivity about language choices. Language isn’t perfect, so thinking reflexively about language will take time and practice.

For example, if you were crafting a hypothetical example about an experience in health care, you might open with a hypothetical example: “Imagine sitting for hours in the waiting room with no relief. Fidgeting and in pain, you feel hopeless and forgotten within the system. Finally, you’re greeted by the doctor and he escorts you to a procedure room.” It’s a great story and there is vivid and clear language. But are there any changes that you’d make to the language used?

Remember that this is a hypothetical example. Using reflexive thinking, we might question the use of “he” to describe the doctor. Are there doctors that are a “he”? Certainly. Are all doctors a “he”? Certainly not. It’s important to question how “he” gets generalized to stand-in for doctors or how we may assume that all credible doctors are men.

Practicing reflexivity means questioning the assumptions present in our language choices (like policemen rather than police officers). Continue to be conscious of what language you draw on to describe certain people, places, or ideas. If you aren’t sure what language choices are best to describe a group, ask; listen; and don’t assume.

References

https://speakupcallin.pressbooks.com/chapter/chapter-5-crafting-arguments/