George W. Bush is generally regarded as a mangler of the English language. What is overlooked is his mastery of emotional language–especially negatively charged emotional language–as a political tool. Take a closer look at his speeches and public utterances, and his political success turns out to be no surprise. It is the predictable result of the intentional use of language to dominate others.
President Bush, like many dominant personality types, uses dependency-creating language. He employs language of contempt and intimidation to shame others into submission and desperate admiration. While we tend to think of the dominator as using physical force, in fact most dominators use verbal abuse to control others. Abusive language has been a major theme of psychological researchers on marital problems, such as John Gottman, and of philosophers and theologians, such as Josef Pieper. But little has been said about the key role it has come to play in political discourse, and in such “hot media” as talk radio and television.
Bush uses several dominating linguistic techniques to induce surrender to his will. The first is empty language. This term refers to broad statements that are so abstract and mean so little that they are virtually impossible to oppose. Empty language is the emotional equivalent of empty calories. Just as we seldom question the content of potato chips while enjoying their pleasurable taste, recipients of empty language are usually distracted from examining the content of what they are hearing. Dominators use empty language to conceal faulty generalizations; to ridicule viable alternatives; to attribute negative motivations to others, thus making them appear contemptible; and to rename and “reframe” opposing viewpoints.
Bush’s 2003 State of the Union speech contained thirty-nine examples of empty language. He used it to reduce complex problems to images that left the listener relieved that George W. Bush was in charge. Rather than explaining the relationship between malpractice insurance and skyrocketing healthcare costs, Bush summed up: “No one has ever been healed by a frivolous lawsuit.” The multiple fiscal and monetary policy tools that can be used to stimulate an economy were downsized to: “The best and fairest way to make sure Americans have that money is not to tax it away in the first place.” The controversial plan to wage another war on Iraq was simplified to: “We will answer every danger and every enemy that threatens the American people.” In an earlier study, I found that in the 2000 presidential debates Bush used at least four times as many phrases containing empty language as Carter, Reagan, Clinton, Bush Senior or Gore had used in their debates.
Another of Bush’s dominant-language techniques is personalization. By personalization I mean localizing the attention of the listener on the speaker’s personality. Bush projects himself as the only person capable of producing results. In his post-9/11 speech to Congress he said, “I will not forget this wound to our country or those who inflicted it. I will not yield; I will not rest; I will not relent in waging this struggle for freedom and security for the American people.” He substitutes his determination for that of the nation’s. In the 2003 State of the Union speech he vowed, “I will defend the freedom and security of the American people.” Contrast Bush’s “I will not yield” etc. with John F. Kennedy’s “Ask not what your country can do for you, ask what you can do for your country.”