By Michael Crutcher
While social media and technology trends swirl around us, let’s not lose sight of one of the oldest and most important elements of communication – language.
The power of language hasn’t waned.
It’s increased when you think of the fight for our attention in this busy world.
I’m referring to the use of short, sharp words or phrases that frame a topic.
Here are some examples:
· It’s not same-sex marriage. It’s marriage equality. Who wants to argue against equality?
· It’s not euthanasia. It’s voluntary assisted dying. That’s more palatable.
· Brisbane was struck by a “rain bomb”. That sounds dire. How can anyone predict that?
· Politicians make “mistakes” even when they do something with a clear intention. A mistake sounds much better than plain deceit.
And there are plenty more examples.
Language can be devastating when used effectively. In a crowded media and social media environment, it’s become more important than ever to capture the attention of audiences quickly, forcefully and with a desired framing.
When you’re streaming shows on Netflix and checking your phone at the same time, you don’t have scope for deep debates. That’s why language is rising in importance.
Newspaper headlines are good places to check for these language trends.
In today’s papers, we see headlines including “anti-vax” and “climate denier”. They’re quick terms that say more than most two-word descriptions.
The framing of issues should receive important consideration for anyone engaging with target audiences.
Language can’t be outlandish or too slick – audiences will see through that immediately.
But it should be sharp and informative to create an impression with time-poor audiences who are consuming more news and information than ever.