BLOG INDEX

Some people have been telling me that the absence of a simple list of headings for earlier postings in the Blog Archive on the left makes it difficult to find topics posted before the current month.

To make things easier, here's a list of everything posted since the Blog started in September 2008.

It will be updated at the end of each month, and you can access direct links to each one by clicking on the title above or here.


DECEMBER 2008
• Ready made words for Mr Obama from a previous president’s inaugural speech
• Neutrality in the Queen’s Christmas speech
• What did Santa say before “Ho, ho ho!”
• You don’t have to be Barack Obama to use rhetoric and imagery
• High-risk practical joke for an office Christmas party speech
• End of year poll on PowerPoint presentations
• Obama’s rhetoric renews UK media interest in the ‘lost art’ of oratory
• Gordon’s gaffe explained
• The Office Christmas Party Speech: roads to failure and success
• The Queen's Speech, 2008
• Rhetoric, oratory and Barack Obama's 'The Speech', 2004
• "There's nothing wrong with PowerPoint - until there's an audience"
• What’s in a place name?

NOVEMBER 2008
• Content-free sermon by Alan Bennett
• 50 years since Peter Sellers recorded his memorable political speech
• Talking the economy up
• Talking the economy down
• Why lists of three: mystery, magic or reason?
• Tom Peters: High on rhetoric but low on content?
• Bobby Kennedy nearly got it right about Obama
• ‘Reliable sources' on where Obama’s 'Yes we can' came from
• Will there be any ‘rhetorical denial’ from the Obama camp?
• The Queen’s Speech: an exception that proves the ruler
• Rhetoric & imagery in Obama's victory speech
• Not Clinton, not McCain but Obama
• How the BBC handled one complaint about Ross

OCTOBER 2008:
• Another BBC News Slideshow
• Don't put the clocks back
• BBC Television News: produced for or by morons?
• Experience and inexperience in presidential campaigns
• Presidential debates – tedious television but better than commercials
• A secret of eternal youth?
• PowerPoint Peston
• Hair today, win tomorrow: baldness and charisma
• Pesky Peston?
• ConVincing Cable
• 'Mature, grown-up and statesmanlike' at the lectern

SEPTEMBER 2008:
• Cameron takes to the lectern in a crisis
• Objects as visual aids
• Powerpoint comes to church
• Mediated speeches -- whom do we really want to hear?
• Wisdom of forethought?
• Time for Cameron to surf applause?
• Did Gordon Brown take my advice?
• Eternity, eternity and eternity
• More tips for Gordon Brown
• Tips for Gordon Brown's conference speech

Obama’s inauguration rhetoric won approval for some uncomfortable messages

A point I made a couple of days ago was that bursts of applause can be used to identify which points in a speech an audience liked best.

If there are about 150 sentences, of which only six (4%) stood out enough to get a whole-hearted display of approval that lasted more than a few seconds – as happened on Tuesday – it’s worth looking at them in a bit more detail to see what really turned the audience on.

On looking through them again, what I found interesting and surprising was that three of the six messages rated by the crowd as worthy of a decent round of applause were actually quite contentious or uncomfortable ones:

1. The USA is up against a lot of serious problems that can’t be fixed easily or instantly, though the new administration will eventually fix them.

2. A lot of work needs to be done to remake America – where the use of the word ‘remake’ implies that there’s something so wrong with the country that it actually needs remaking.

3. The USA will be friends with any countries wanting to live in peace and dignity and is ready to provide leadership again – where ‘again’ is presumably an admission that its foreign policy hasn't been making a very good job of it recently.

To foreign ears, the encouraging thing about all this is not just that the new president is willing to acknowledge that all is not well on a number of important fronts, but that the large numbers of Americans in the crowd were willing to applaud him for subscribing to such uncomfortable positions.

At the very least, these sentiments are a far cry from the over-stated claims about the unique greatness of the country that I was complaining about the other day – and which have put in another appearance in an article in the Washington Post by Robert Ehrlich, Jr., former governor of Maryland, who writes of the need to 'pray for ‘the greatest democracy in the history of the world.

(The rhetorical techniques that prompted the crowd to applaud these uncomfortable messages can be seen in the previous post – under sections 1, 3 & 4).

Rhetoric and applause in Obama’s inaugural speech as a measure of what the audience liked best

When I first started studying bursts of applause in political speeches thirty years ago, some people couldn’t see the point; others thought I was mad.

But I did have a rational reason for doing it – because the absence of any instant positive response from jurors in the tape-recorded court hearings I was studying made it impossible to get empirical evidence about what might be having a positive impact on the twelve most important members of the audience in court.

In trying to solve this ‘methodological’ problem, I was drawn to applause in speeches as a promising place to start, as it provides fairly concrete evidence that an audience is (a) awake and paying close attention and (b) approves of what’s just been said strongly enough to join in a collective physical demonstration of their approval (by clapping hands, cheering, etc.).

The main finding – that most bursts of applause are triggered by a small number of simple rhetorical techniques – not only surprised me, but also launched me on a new career (further details on which can be found in the books listed on the left of this page and/or my main website.).

More than a quarter of a century later, I still sometimes find it instructive to focus on the lines that were applauded in a particular speech to see which messages turned the audience on the most.

So the lines that prompted bursts of applause during President Obama’s inaugural speech yesterday are reproduced below, along with some notes about the rhetorical techniques that were involved. Video clips of the first six examples can be seen below.

[For anyone unfamiliar with them, the main rhetorical techniques include: Contrasts: e.g. I come to bury Caesar, not to praise him (Mark Antony), three-part lists: e.g. Education, education and education. (Tony Blair) and combinations of contrasts and lists: e.g by contrasting a third item with the first two: We shall negotiate for it, sacrifice for it but never surrender for it. (Ronald Reagan). Add to these devices like alliteration, repetition, imagery and anecdotes, and you have the basic building blocks of the language of public speaking.]


1. The first burst of Applause came after the second of two three-part lists – in which the third item contrasts with the first two. Note also that the final item exploits the puzzle-solution format by getting the audience wondering what they’re going to have to know before providing tehm with the solution to the puzzle.

"Today I say to you that the challenges we face are real.
They are serious
and they are many.

They will not be met easily
or in a short span of time.
But know this, America — they will be met."
[APPLAUSE]

SO THE AUDIENCE LIKED being told that the country is up against some serious problems that will be hard to solve and his assurance that they will be overcome.

(This was the first of four examples in the speech of his using the imperative form ('know this'), which is arguably a rather less high-sounding version of the repetitive ‘let’ form of imperative favoured by Kennedy for directing his inaugural remarks to specific audiences in 1961:

KENNEDY: "Let every nation know, whether it wishes us well or ill, that we shall pay any price, bear any burden, meet any hardship, support any friend, oppose any foe, in order to assure the survival and the success of liberty...

Let both sides explore what problems unite us instead of belaboring those problems which divide us.
Let both sides, for the first time, formulate serious and precise proposals for the inspection and control of arms—and bring the absolute power to destroy other nations under the absolute control of all nations.
Let both sides seek to invoke the wonders of science instead of its terrors. Together let us explore the stars, conquer the deserts, eradicate disease, tap the ocean depths, and encourage the arts and commerce.
Let both sides unite to heed in all corners of the earth the command of Isaiah—to "undo the heavy burdens ... and to let the oppressed go free."
)


2. The second burst of applause also came after two three-part lists, each of which had a third item that was longer than the first two:

"The time has come to reaffirm our enduring spirit;
to choose our better history;
to carry forward that precious gift, that noble idea, passed on from generation to generation:

the God-given promise that all are equal,
all are free
and all deserve a chance to pursue their full measure of happiness."
[APPLAUSE]

SO THE AUDIENCE LIKED hearing his reaffirmation of the American dream.


3. Another three-part list with longest item coming third:

"Starting today,
we must pick ourselves up,
dust ourselves off,
and begin again the work of remaking America."
[APPLAUSE]

SO THE AUDIENCE LIKED his recognition that there’s work to be done in order to remake America (and, by implication, that America is in need of 'remaking').


4. Another example of the ‘know’ form of imperative, addressed this time to foreign audiences (identified by imagery contrasting ‘grandest capitals’ with the "small village" in Kenya where his father was born):

".. to all other peoples and governments who are watching today, from the grandest capitals to the small village where my father was born: know that America is a friend of each nation and every man, woman, and child who seeks a future of peace and dignity, and that we are ready to lead once more." [APPLAUSE]

SO THE AUDIENCE LIKED liked the idea of restoring America’s reputation for positive leadership in the world (and, by implication, that it's in need of restoring).


5. Use of one three-part list to set up a puzzle (‘what is it that he's going to say now?’) that's solved by another three-part list that gets applauded.

"We will not apologize for our way of life,
nor will we waver in its defense,
and for those who seek to advance their aims by inducing terror and slaughtering innocents, we say to you now that

our spirit is stronger and cannot be broken;
you cannot outlast us,
and we will defeat you."
[APPLAUSE]

SO THE AUDIENCE LIKED hearing his commitment to defend the American way of life and defeat terrorism.


6. Contrast between negative status of a father being discriminated against 60 years ago and his son becoming president today:

"This is the meaning of our liberty and our creed — why men and women and children of every race and every faith can join in celebration across this magnificent mall, and why a man whose father less than sixty years ago might not have been served at a local restaurant can now stand before you to take a most sacred oath." [APPLAUSE]

SO THE AUDIENCE LIKED being invited to celebrate the election of an African-American as president as evidence that the central part of Martin Luther King’s dream has come true.


UNEXPECTED FLUTTERS OF APPLAUSE

There were a few other instances where a slight flutter of applause didn’t build into a fully fledged burst, and where Obama didn’t seem to have been expecting applause.

In the following, it came in just after the second of two contrasts, the first of which contrasted the first item with the second two in the list.

Evidence that he wasn’t expecting it came from the fact that he can be seen abandoning an in-breath and a pointing gesture before waiting for the flutter of applause to subside.

"The success of our economy has always depended
not just on the size of our gross domestic product,
but on the reach of our prosperity;
on the ability to extend opportunity to every willing heart –

not out of charity,
but because it is the surest route to our common good."
[FLUTTER OF APPLAUSE]


In this final example, the short burst of applause came in response to another ‘know this’ imperative that ended with a contrast between ‘build’ and ‘destroy’.

The start of the applause interrupted President Obama just after he’d embarked on another “to those .." - which he cut short and then repeated as the applause was fading away (for more on ‘surfing applause’, see earlier post in September 2008).

"To those leaders around the globe who seek to sow conflict, or blame their society's ills on the West — know that your people will judge you on what you can build, not what you destroy." [FLUTTER OF APPLAUSE]

A line I don't want to hear in today's speech by President Obama

If there’s one thing that irks me about speeches by American presidents, it’s their tendency to overstate the case for their country being the first, finest or only example of freedom and democracy in the world.

The issue is summed up here in a thoughtful, and otherwise strongly recommended, piece by Clark Judge, a former Reagan speechwriter:

“Inaugural addresses invariably remind us of America’s historically unmatched commitment to popular sovereignty and individual liberty…”

It was also there in a famous anecdote used by Ronald Reagan in his address at the 1964 Republican Convention that launched him on to the national political stage (A time for choosing: Rendezvous with Destiny):

REAGAN: Not too long ago two friends of mine were talking to a Cuban refugee, a businessman who had escaped from Castro, and in the midst of his story one of my friends turned to the other and said, "We don't know how lucky we are." And the Cuban stopped and said, "How lucky you are! I had someplace to escape to." In that sentence he told us the entire story. If we lose freedom here, there is no place to escape to. This is the last stand on Earth..

My point is not to criticise the particular form of democracy and freedom that’s been developed in the USA.

Nor is it to claim that we in the UK (or any other European country) have a come up with an even better version of democracy.

But it is to register a complaint about this implicit criticism of other countries' democracy and freedom that’s so regularly trotted out by American politicians.

Reagan was as wrong in saying that there was no place to escape to as he was wrong in claiming that the USA was ‘the last stand on earth’.

From the point of view of those of us lucky enough live in other countries where elections also determine who governs and also result in a peaceful transfer of power, such overstated claims are at best tactless, and at worst quite offensive.

That’s why it’s a line I would never recommend to any of my clients with a vested interest in staying friends with their closest allies.

The enduring challenge and importance of funeral orations

Unlike many commentators, I haven’t had much time to try my hand at second guessing what Barack Obama might say in his inaugural address tomorrow. This is because I’ve been involved in the sad business of preparing for the funeral of the 27-year old daughter of some friends of ours, who died in sudden and tragic circumstances.

I've found the determination of some of her young friends to speak at her funeral and the experience of editing their words and coaching them in rehearsals a more moving and uplifting experience than I’d expected.

[And - now the funeral is over - what was even more uplifting was to hear them doing such a fantastic job, and see them receiving so much well-deserved praise from those who were there].

The whole experience has reminded me just how difficult it can be to get it right for such a diverse audience on such a distressing occasion.

It also reminded me that, however suspicious some critics may be of all things rhetorical, there is still a demand and a need for impressive displays of rhetoric that catch the shared mood of a group, both at the best of times and at the worst of times.

At the national level, this is exactly what Tony Blair achieved a few hours after the death of Diana, Princess of Wales in August, 1997 (see text and video below). At the time, I remember being surprised and impressed by the number of Tories who openly volunteered their approval of what a Labour prime minister had just said.

An added side effect was that it helped to establish the then new prime minister's recognition as a national leader much more quickly than is usually the case. But that doesn't in any way diminish the effectiveness of the writing or delivery of the speech on that particular morning.

BLAIR:Our thoughts and prayers are with Princess Dianas family - in particular her two sons, two boys - our hearts go out to them. We are today a nation, in Britain, in a state of shock, in mourning, in grief that is so deeply painful for us.

She was a wonderful and warm human being. Though her own life was often sadly touched by tragedy, she touched the lives of so many others in Britain - throughout the world - with joy and with comfort. How many times shall we remember her, in how many different ways, with the sick, the dying, with children, with the needy, when, with just a look or a gesture that spoke so much more than words, she would reveal to all of us the depth of her compassion and her humanity.

How difficult things were for her from time to time, surely we can only guess at - but the people everywhere, not just here in Britain but everywhere, they kept faith with Princess Diana, they liked her, they loved her, they regarded her as one of the people. She was the peoples princess and thats how she will stay, how she will remain in our hearts and in our memories forever.

Has talking the economy down become a dangerous self-fulfilling prophesy?


In previous blog entries, I’ve noted how depressingly keen the UK media is on talking the economy down (23 October 2008, 23 November 2008).

It now seems to have reached a point where any hint of talking it up will get you into trouble, even when the ‘offending’ words were prompted by a leading question from an interiewer.

Baroness Vadera was asked on the ITV Lunchtime News when she believed that the UK could expect to see “green shoots” and replied: “I am seeing a few green shoots, but it’s a little bit too early to say exactly how they’d grow.”

CUE - headlines:

MINISTER'S 'GREEN SHOOTS' GAFFE

GREEN SHOOTS: SHRITI VADERA'S ECONOMIC OPTIMISM SPARKS OUTRAGE

BARONESS VADERA UNDER FIRE FOR 'SEEING GREEN SHOOTS OF RECOVERY'

CUE - retraction/confession:

BARONESS VADERA REGRETS 'GREEN SHOOTS' OPTIMISM IN ECONOMY

Hardly surprising when opposition parties had been so quick to join the media in making such a meal of it:

"The Conservatives said Lady Vadera's comments showed ministers were 'insensitive and out of touch' with the reality facing millions of families. Vince Cable, the Liberal Democrat treasury spokesman, said that they showed she was 'living in a parallel universe'".

But are we really doomed to stand by and submit to one gloomy self-fulfilling prophesy after another from everyone on the public stage (with the possible exception of Baroness Vadera)?

And does all this prove that American sociologist W.I. Thomas got it right in 1928 when he said:

'If men define situations as real, they are real in their consequences.'

Kate Winslet ignores Paul Hogan’s advice to award winners


One of the few good speeches at a showbiz awards ceremony was Paul Hogan’s warm-up act at the Oscars in 1986 (for his key advice to winners on the three Gs, see video clip below, or here for the full version).

But Kate Winslet was only 11 years old at the time and probably never even saw it. So, at the Golden Globe awards the other day, she joined Gwyneth Paltrow and Halle Berry in the hall of fame for award winners’ embarrassing speeches (see below after Paul Hogan's much neglected advice).

But then why should anyone expect actors to be any good at speech-making?

After all, their skill is to deliver other people’s lines in a way that portrays characters other than themselves, which is a very different business from writing your own lines and coming across as yourself.

Politically active thespians like Glenda Jackson, M.P., and Vanessa Redgrave may be admired for their successful acting careers, but neither of them is particularly impressive when it comes to making political speeches.

In fact, the only example of an actor who did become a great public speaker that I can think of is Ronald Reagan, but he’d already been rolling his own speeches on the lecture circuit for General Electric long before he became Governor of California – with a contract from the company that ‘required him to tour GE plants ten weeks out of the year, often demanding of him fourteen speeches per day’ (Wikipedia).