The Power of Words

Check out this article from Berkeley News. It's about a study that showed how conservatives and liberals had emotional reactions when they heard certain "hot button" words. 

I love this. Why didn't I get a Ph.D. in rhetoric? (It's because I'm kind of lazy and also I had children)

If you've studied persuasive writing at all, you know that there are buzz words you can include to make the reader think, and ultimately do, what you want. Certain words compel people to take action, especially to get out their wallets. In that same way, you can play upon people's natural leanings with your choice of words. That's one reason it's critical to know your audience. 

Now there is that overlapping area between compelling and lying (using the words "sale" and "quality" are great ways of getting attention but they might be completely false... words like "quality," "terrific," "best" are particularly useful if your intention is to manipulate because the definition can vary so much that no one could legitimately accuse you of making it up.)

Spoiler alert: Political campaigns are definitely willing to lie in order to sway your opinions. (Are you gasping in shock?)

I think it would be loads of fun to be a writer for a politician whether it was creating speeches or advertising. But at the end of the day, I think you'd have to be pretty flexible with your personal moral code. Still, being able to orchestrate people's emotions is powerful and can be useful to a writer. 

You know where that comes into politics and advertising, but what about fiction or creative non-fiction? 

Word choice matters, and it's not just because the right words paint the vision you want to share. It's also because the right words lead the reader's thoughts and emotions. 

Let's say you want to make the reader feel protective of a particular character. It's too blunt to come out and say that the character is helpless or vulnerable. Instead, you can use those obvious words around that character, and you can use more subtle language in describing the character. Try comparing your helpless character to something in need of care, like a newborn kitten. Keep all the words around that character soft, fuzzy, and crying out for help. Avoid using strong words unless you are building a contrast. 

Another example is word choice when you want to make the reader angry at the character. You want mean, even offensive, words to support your conquest. They don't have to come out of the character's mouth. You just want them in the person's bubble. Then later you can swoop in with some redemptive words that really play with the reader's head. Has your reader misjudged this person? Is this really a villain? Here's where you can create questions that keep the story moving forward and readers on their toes. 

Sticks and stones can break your bones, but words can implode your brain. That's real power. Use it wisely, my friends.