Universal Method: L'4
Choice of Name: Using the term universal to refer to language in a specific large society may seem inappropriate because the term often refers to matters that cross societies and cultures. An alternative that has been suggested is public.
Features
This is the way language is used to widely communicate within a specific society, and so you must be socialized to appreciate it. Words, phrases and non-verbal stimuli like sounds, colours and emblems have a conventional usage. Their mastery defines you as a genuine member of that society. Meanings of words are typically explained via dictionaries, which are revised as society evolves. Graphic and sonic conventions also evolve. Many non-verbal aspects to assist integration are current etiquette and explained in regularly updated 'how to' guides e.g. how to dress, how to party.
The main concern in the method is about ensuring that the speech or text captures interest quickly. Text must be readable with ease, as in popular novels. Speech must be easy to follow, as in television news and game shows. The content in all cases should only seem to be sufficiently precise, true, factual and logical, because scrutiny is rarely desired or expected.
Because every symbolic word or behaviour carries a social value, thought processes are oriented to the definition and sharing of values. Universal language is generally understood, so it fosters rhetoric to shape attitudes and conventions, enable solidarity and release socio-emotional energies for good or ill. Its nature is then provocative as much as evocative.
Communication here can enable:
- cohesion/division—through repeated expression and affirmation of values
- approval/disapproval—everything is judged by unknown others
- persuasion/opposition—relevant to campaigns, public relations, propaganda
- conformity/uniqueness—through sounding like everyone else or not
- emotional activation—tapping into motivation and directing action.
The method is essential when the goal is to interact with large numbers of unknown people via public media. Social media were restricted before the invention of printing. Popular newspapers, magazines and pamphlets were then dominant for a long time. Then radio and television emerged. Now the Internet hosts many web-sites and app services with a universal flavour. While some groups of followers may use associative-L'2 language, blogs seeking public consumption require far more attention to what is said and how it is said.
Examples
Political Speech
The focus in political speeches is about persuading the public and winning their approval. Factual truth is rarely regarded as relevant except as it can be used and harnessed to the speaker's goal. The best speeches are beautifully phrased and can be uplifting and inspiring. The great statesmen compose their own speeches and show their skills in unscripted everyday political interactions. In modern times, leading politicians have speech-writers.
Konrad Adenauer, 1952: “I believe that for the first time in history, certainly in the history of the last centuries, countries want to renounce part of their sovereignty, voluntarily and without compulsion, in order to transfer that sovereignty to a supranational structure.”
While it may have been true that European public did not want another world war, it was never clear they wanted to transfer sovereignty. Over the past half-century, national politicians either avoided referendums, or ignored results of adverse referendums.
Adolf Hitler 1941: After the renewed refusal of my peace offer in January 1940 by the then British Prime Minister and the clique which supported or else dominated him, it became clear that this war-against all reasons of common, sense and necessity-must be fought to its end. You know me, my old Party companions: you know I have always been an enemy of half measures or weak decisions. If the Providence has so willed that the German people cannot be spared this fight, then I can only be grateful that it entrusted me with the leadership in this historic struggle which, for the next 500 or 1,000 years, will be described as decisive, not only for the history of Germany, but for the whole of Europe and indeed the whole world. The German people and their soldiers are working and fighting today, not only for the present, but for the coming, nay the most distant, generations. A historical revision on a unique scale has been imposed on us by the Creator.
Highly emotional, painting his enemy as a weak war-monger, the Germans as victims of circumstance, and himself as a figure of destiny, possessed of more than ordinary strength and blessed by superhuman powers.
Check out these collections:
http://blogs.houstonpress.com/hairballs/2012/06/10_best_political_speeches_eve.php
http://www.telegraph.co.uk/news/worldnews/barackobama/2446609/Top-25-political-speeches-of-all-time-25-13.html
http://www.newstatesman.com/uk-politics/2010/02/party-conference-speech
Advertising blurbs
The use of advertising to take advantage of the universal method's strengths (and weaknesses) has led many countries to institute regulatory authorities to protect the public. Statements can be challenged and retractions may be forced or punitive fines levied. However, the basic language-use premises of advertising are never confronted. Images triggering associations that are irrelevant are invariably used to create a positive disposition e.g. cigarettes and beautiful natural scenes, scantily dressed women and guns or cars. Inconsistent, exaggerated or statistically invalid claims are largely tolerated.
Popular Blog Extract
Use Your Strengths and Energizers "Each of us brings great and unique strengths to our goals.A We are often unaware of our signature strengths or don’t proactively use them in meeting our goals.B Utilizing our strengths also brings us great joy in accomplishing our tasks and creates positive energy.C When we are fully energized, that energy is contagious and makes us more optimistic and able to overcome barriers and habits that don’t serve us.D Use the resources here to determine your signature strengths and energizers.E"
Deconstruction and Analysis
A: This generalization, meant to encourage, is provided without any evidence.
B: If we are not aware of or using our strengths, in what sense are we bringing them to the goals as claimed in A?
C: Another encouraging statement, which is again unlikely to be a valid generalization.
D: Non sequitur: even if energy is generated (as in C), that does mean you will be fully energized. The idea of contagion comes out of nowhere.
E: The kicker: the writer wants you to spend time on her website.
Example Word Issues: The title uses the term energizers but the word does not appear in the text. It is assumed that everyone understands what is meant by unique and signature in relation to strengths: are these terms supposed to be synonyms?
Criticisms: Fair and Unfair
The universal method is typically disconnected from specifics, pays scant attention to fallacies, and has no control over unsubstantiated assertions. Defects include: disorganization, ambiguity, inconsistency, irrelevancy, excessive emotionality, manipulation and assertions without substantiation.
As a result, the method allows power-elites to pander to prejudices, activate our baser emotions, and take advantage of the unwillingness of many to think for themselves. The use of rhetoric to influence others is as alive today in political fora as it was over two millennia ago in Athens, the birthplace of democracy.
Advertisers work in a more subtle way, creatively tapping into our wish to identify with the rich and powerful, to succumb to temptations, and to rely on emotions and bias-driven intuitions when making choices.
Because the universal method is inherently imprecise, it can seem like waffle. An expert reading an account of work in his own specialty in the popular press usually regards it as a travesty. Nevertheless, this way of using language is the principal way that people talk about their needs and seek to improve the functioning of their society.
Originally posted: 5-Jan-2013. Last amended: 10-Feb-2023.
