Politics without passion is like a food without taste. The ancient Greeks sensed this a long time ago. Aristotle and his followers had a way of describing how a speaker should win over an audience. Let’s face it that’s one big part of a politicians aims.
It’s no good at all standing there and saying: we’ve got some fantastic politics, and our values are your values. If no one is listening, you can be the best thing since sliced bread and nothing much happens. I’ve seen a lot of good people who shout in the dark.
The capability to persuade an audience by whatever legal means puts politician A above politician B. It’s not just innate ability although, for those who have it, that is a great asset.
So, here’s the educational bit. It’s certainly something I keep in mind however bad at it I may be. To appeal to an audience, and thus persuade, three different spots need to be hit: logos, ethos, and pathos[1].
As a professional engineer, I know the first one of these categories well. It’s good solid sound logic. It’s the use of reason to construct an agreement. It’s the favourite of technocrats. It’s the 2 and 2 equals 4. Because of the power of logic, it tends to be elevated to the number one tool in the speaker’s toolbox. PowerPoint slide after PowerPoint slide.
The problem is that this approach doesn’t work when the audience is a general one. Brexit is a perfect example. So many of the arguments against Brexit were framed in terms of economic costs and benefits. Logical, rational, sensible and supported by evidence. As it turned out addressing the head and not the heart was not sufficient.
Next on the list of three, Ethos is all about credibility. It comes from the simple question; why should I listen to this person? Is the speaker truthful? It even comes down to simple appearance – do the look the part? Like it or not, I’m not going to be inclined to listen to a politician on a podium sporting a Micky Mouse tee-shirt, wearing clown shoes and mumbling bad poetry. There’s a normal expectation that a credible individual will be polished and professional.
And so, to the last on the list. Pathos is multifaceted. I may talk of music or poetry. Those who can speak with language that evokes strong feelings. Being able to shift the emotions of an audience by evoking beliefs and values can be extremely powerful.
This one is dangerous too. It can tap into prejudices and stir-up destructive as well as constructive passions. If we have a lesson from this electoral cycle, it’s that the overuse of emotional rhetoric in a civilised society needs to be restrained. It’s for each speaker to carefully consider how the message they are sending will be received.
Politics without empathy and passion is dull and unworkable. But exciting public passion beyond a certain point has a cost. The cry for social justice or the anger at a perceived stupidity must be recognised. Overplaying emotion for political gain. Demonising an opponent with vivid words of hate. This is path to destruction. A path to be avoided. A time to stop.
[1] https://www.lsu.edu/hss/english/files/university_writing_files/item35402.pdf
John Vincent 