I was thinking about this yesterday as I took a long drive to someone’s house while listening to Randy Newman’s “Rednecks” album. I thought to myself what perfectly evocative, persuasive use of language. “More liberals should listen to this,” I said.
Because one of the things that drives me insane about progressive strategists is how poorly they use language. Man, do these people love to take a perfectly clear sentence and neuter the shit out of it! Perfectly nice people, but some of them have been educated into irrelevance – because real life is not a graduate seminar. So I hope this book is very, very popular and that they all read it:
I don’t normally do this. But right now, I am going to come out and gushingly endorse a book: Climate blogger Joe Romm’s Language Intelligence: Lessons on Persuasion from Jesus, Shakespeare, Lincoln, and Lady Gaga.
Everybody who cares about why science doesn’t get through to the public should read it.
Basically, it is a powerful treatise on the neglected art of rhetoric, the technique mastered by Shakespeare, Lincoln, and the writers of the King James Bible. As an English major, I particularly delighted in Romm’s discussion of figures of speech and how they make orators persuasive by allowing them to activate people’s emotions. Indeed, as Romm writes, modern neuroscience now confirms what the poets always knew about getting to people’s heads through their hearts (that’s a metaphor, by the way–one of the chief techniques that Romm discusses).
If you ever want to understand why scientists fare so poorly getting their message across–and why liberals lose policy debates and, often, presidential campaigns–this is also the book for you. In essence: too much higher education, too much wonk sophistication, destroys the common language simplicity of good rhetoric and makes you less persuasive.