If you’re a new reader of this blog and are interested in the problems associated with the growing importance of interviews as the major form of political communication in the UK, there are a number of posts, both serious and not so serious that you might like to catch up on.
They include the following, most of which are illustrated by short video clips:
• Why it’s so easy for politicians not to answer questions - and what should be done about it
• Interview techniques, politicians and how we judge them
• Gordon Brown’s interview technique: the tip of a tedious iceberg
• Why has Gordon Brown become a regular on the Today programme?
• A prime minister who openly refused to answer an interviewer’s question
• A Tory leader’s three evasive answers to the same question
• A Labour leader with no interest in spin
• Politician answers a question: an exception that proves the rule
And here’s another classic from the early 1980s BBC series Not the Nine o’clock News:
Showing posts with label politicians. Show all posts
Showing posts with label politicians. Show all posts
Interview techniques, politicians and how we judge them
It’s almost impossible to watch or listen to a media interview without coming to a positive or negative impression of the person who is being interviewed.
This is very clear in the following exchange between Andrew Neil and cabinet minister Yvette Cooper – watch the whole thing first and see what you think before reading on:
I deliberately didn’t use the original YouTube version, because its title – ‘Yvette Cooper’s worst interview yet … probably (and that’s saying something)’ – might have influenced your own personal reaction.
The video a splendid example of something I’ve mentioned in a number of previous posts, namely that a major reason why the interview is such an unsatisfactory form of political communication is that it’s so easy for politicians not to answer questions and so difficult for interviewers to extract answers from them (without coming across as unreasonably hostile or biased, on which see HERE).
In this case, the interviewer's difficulties in getting an answer out of the interviewee and her determination not to provide one are even more evident than usual, because of the extraordinary amount time that both of them spend speaking at the same time as each other – which is a such a flagrant breach of the most basic rule of conversation of all, namely ‘one speaker speaks at a time’, that it’s bound to be noticed by any competent speaker of the language (i.e. viewers and listeners).
But what still hasn’t dawned on politicians (and the media advisors who train them how to perform in interviews) is that coming across as evasive or as someone who ‘hogs’ the conversation’ invariably creates a negative impression.
So, if your reaction to Ms Cooper veered towards the negative end of the scale, you shouldn’t be at all surprised. You are not alone – as you’ll see from these samples from the 117 comments posted by some of the 8,000 people who have so far seen the interview on YouTube:
“I watched this today as well, and couldn't believe my eyes. Every time I see her being interviewed she always tries to speak over the interviewer and never answers the question directly. She has this 'I don't care how stupid I look' kind of attitude which doesn't do her or her party any favours. Just answer the question you silly woman!”
“All Labour ministers go to the same school where they learn to ignore the question, talking over the interviewer and acting in a supercilious arrogant manner. No wonder the public hate them.”
“This is Bliar's real legacy. The complete triumph of waffle and spin over unpleasant facts.”
“I'm surprised the leftist BBC allowed Andrew Neil to press Cooper like this. But he did a good job and still got no answer. As other people have said on here, she is just a pre-programmed robot reading from a script embedded in her brain.”
TWO TECHNIQUES FOR WINNING AND HOLDING THE FLOOR
The video also provides some excellent illustrations of what the late Gail Jefferson, one of the founders of conversation analysis, referred to as ‘overlap competition’.
The argument, briefly stated, goes like this. So basic is the ‘one speaker at a time’ rule that we get uneasy when we find ourselves in situations where it is being violated, whether by ourselves or by someone else. As a result, one or other of the speakers will always eventually give way, thereby enabling a return to orderly turn-taking where ‘one speaker speaks at a time’.
Jefferson also noted that there are two techniques available to interrupters, one of which is always far more effective than the other when it comes to winning and holding the floor.
To win, all you have to do is to carry on speaking and ignore anyone else’s attempts to ‘get a word in edgeways’. And it’s no use just trying to get the odd word or two in - e.g. ‘but- but- but' - and expect that the other person will give way, because, so long as you proceed no further than that, they won’t.
For the purposes of what follows, let’s call these truncated attempts to get the floor the ‘staccato’ technique.
But if you’re more persistent and launch unhesitatingly into producing a fully-fledged sentence, the power of the one speaker at a time rule will start to weaken the other person's determination and knock them off course – by making him or her feel just as uneasy and inhibited as you felt when you were breaking the rule.
So long as you carry on speaking as fluently as you can (or dare), you’ll eventually force your competitor to back off and leave you in the clear to say whatever you like.
For the purposes of what follows, let’s call this the ‘continuo’ technique).
I’ve edited this interview into five consecutive sequences, in which you can not only see both speakers using both of these techniques, but also how whichever one persists with the ‘continuo’ technique always wins.
Episode 1: Neil's initial use of staccato fails and he only wins when he uses continuo to assert that he's asking her a question:
Episode 2: Neil’s several initial attempts at staccato are defeated by Cooper’s persistent use of continuo:
Episode 3: Neil’s initial attempts with staccato fail but he wins through as soon as he opts for continuo:
Episode 4: Cooper’s persistent use of continuo wins through and frustrates Neil to the point where he explicitly complains that she is preventing him from asking his question.
Episode 5: Having got the floor, Neil makes the most of it by asking a much longer question than usual, which Cooper seems to treat as an invitation to produce an even longer answer. Initially, her use of continuo successfully holds Neil’s staccato efforts at bay. Then, very unusually, both of them start using continuo at the same time, and Cooper only backs off when she gets to the end of her sentence, leaving Neil in the clear to carry on and get his question out.
THE MORAL OF THE STORY
Next time you find yourself in a situation where you’re competing to get a chance to speak, remember that the staccato technique is unlikely to succeed, but that you're almost certain to win if you’re prepared to use the continuo technique.
But remember too that the only thing you'll win is the space to say whatever it is you want to say and that such victories come at a price - namely that people will not only notice what you're doing but will also use such behaviour as a basis for drawing negative conclusions about you and the kind of person you are.
Sooner or later, politicians may actually wake up to this brutal fact of life and realise how little there is to be gained from talking over their interviewers and ignoring the questions put to them.
And as a footnote, on this evidence from Ms Cooper (AKA Mrs Ed Balls), one does have to wonder who wears the trousers in the Balls household?
RELATED POSTS
· Gordon Brown’s interview technique: the tip of a tedious iceberg
· A prime minister who openly refused to answer an interviewer’s questions
· A Tory leader's three evasive answers to the same question
· A Labour leader with no interest in spin!
Did the media ignore Hannan because they think speeches are 'bad television'?
A knock-on effect of Daniel Hannan’s speech is that this blog has experienced a ten times increase in the number of hits since starting to post comments on it a couple of days ago.
New visitors are very welcome and, as many of you are presumably interested in political speeches and media coverage of them, you might be interested in some earlier postings on the subject. The easiest way to inspect the full menu and access them is from the relevant page on my main website HERE.
One thing I’ve been concerned about for years may help to explain why the mainstream British media were so late (and grudging) in picking up on the story – namely that there seems to be a tacit conspiracy or agreement between the British media and politicians that speeches don’t make good television.
As a result, sterile and evasive interviews between top interviewers and top politicians have replaced extracts from speeches as the main form of political communication. And, if they show any speeches at all, you're more likely to see the speaker in the background while the reporter (in the foreground, of course) tells us what the politician is saying.
If you’re interested in more on this, you might like to have a look at two earlier postings:
Mediated speeches: whom do we really want to hear?
Obama’s rhetoric renews UK media interest in the ‘lost art’ of oratory
New visitors are very welcome and, as many of you are presumably interested in political speeches and media coverage of them, you might be interested in some earlier postings on the subject. The easiest way to inspect the full menu and access them is from the relevant page on my main website HERE.
One thing I’ve been concerned about for years may help to explain why the mainstream British media were so late (and grudging) in picking up on the story – namely that there seems to be a tacit conspiracy or agreement between the British media and politicians that speeches don’t make good television.
As a result, sterile and evasive interviews between top interviewers and top politicians have replaced extracts from speeches as the main form of political communication. And, if they show any speeches at all, you're more likely to see the speaker in the background while the reporter (in the foreground, of course) tells us what the politician is saying.
If you’re interested in more on this, you might like to have a look at two earlier postings:
Mediated speeches: whom do we really want to hear?
Obama’s rhetoric renews UK media interest in the ‘lost art’ of oratory
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