.jpg)
From early in life, we are encouraged to be clear when speaking or writing. We put a lot of attention on specifying what we mean. We talk about words as delivering a message. Endless energies are expended trying to remove ambiguity, to magically bring everyone into alignment by crafting that perfect message.
This becomes especially noticeable during election campaigns. Politicians, media pundits, journalists, advertisers, and others talk about this or that candidate's message. They also quote catchy words or phrases, or paraphrase comments–with frequent reference to polls that supposedly report opinions of the pollster's invented audience "segments."
Some people even describe themselves selling us a message–apparently blind to the reality that "when we know the goal of communication is just to 'get a message out,' many of us understand intuitively that our views, feelings, or perspectives aren't considered important."[1] So much for that sales pitch.
Do we really believe that others receive just what we mean? It's still to be established that minds ever truly align. Each of us interprets and gives words meaning. It seems true that "Any text is open to countless interpretations and debates, and any word or phrase can connote and give rise to an infinity of other words."[2]
Also apparent in everyday life, and no less during elections, is that everyone interprets messages very differently. It's natural enough to assume meaning is in the words we choose. But even dictionaries only record some common usage of words. As Noam Chomsky indicates "The most elaborate dictionaries provide no more than the bare hints about the meaning of words..."[3]
The continuous boosting of message transmission as a simple, but mistaken view of communication causes serious delusions. And audience analysts convince public figures and many organizations to pay expensively for opinion polls or even creepy "measurement" of physiological reactions to bits of speech among focus group participants.
It was in the nineteenth century that the retailer John Wanamaker claimed "Half the money I spend on advertising is wasted, the trouble is I don't know which half." It often remains hard to tell what if any part of an advertising budget may have value. Just as uncertain in a political campaign is predicting the outcome from the huge budgets and effort for mass media and digital advertising or political rallies and other publicity.
Likely, communication occurs when people jointly create new understanding and knowledge.[4] It's the to-and-fro of face-to-face, personal interaction that most aligns people. Likewise, in a political campaign, it's conversation, one-on-one, or with a few people at a time that provides the winning difference.
In the final weeks of an election campaign, what really matters is engaging friends, neighbors, family, workmates, or others to stand together to help elect candidates who are committed to deliver real solutions.
This is a time to ask what each of us can do to help defeat puffery.
References
1. Rodney G. Miller (2022), "Developing the Culture of Trust," Communication Essays, Albany, NY: Parula, p. 19
2. David Sless and Ruth Shrensky (2023), A New Semiotics: An Introductory Guide for Students, London and New York: Routledge, p. 98
3. Noam Chomsky (1993), Language and Thought, Kingston, RI: Moyer Bell, p. 23
4. Robyn Penman (2012), “On Taking Communication Seriously,” Australian Journal of Communication, 2012, 39(3), pp. 41-63, academia.edu/6487224/On_taking_communication_seriously_Penman, p. 9