Language And The Democratic Frontrunners

Fascinating post by Jesse Wendel at Group News Blog regarding the kind of language the Democratic frontrunners are using to describe themselves and their campaigns:

Workers are all about competence. Why? ...Because workers sell their ability to make and keep promises. [The Worker Candidate] talks of her competence and experience, promises she will do what she's always done, and has the policy plans and papers to prove it...Clinton uses the language of a worker, the language of deep experience and competence...She tells us you can trust her judgment, knowledge and understanding, her years and years of being on the job, wisdom and training. She is no doubt genuinely baffled that anyone would choose someone who doesn't have the competency and vetting she has.

Managers aren't about declarations. Managers are about requests...[The manager candidate] requests you elect him to fix problems, lobbies for a change so he can fix the system. Edwards is an old-style Union man so even when his words are canonically declarative, if you listen carefully, what he's really doing is making a request for you to elect him because he can't deliver on his vision unless he's President.

Executives make the fundamental declarations of the enterprise: ...What business are we in? Who are we competing with? Who is our long term strategic ally? [The leader candidate] speaks in declarations, inspires, leads. ...When Obama speaks, he creates a future of an America in which all of us together will take on the troubles we know in our heart are coming and repair the damages which have occurred. Every time Obama opens his mouth, that future is more and more real. It happens AS he speaks. Obama's speaking makes it so. By declaration.

Obama is breaking out now because he speaks the language of a leader.



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