There are people supporting every party and none who can make convincing arguments for a point of view, and who it’s worth reading whether you agree with them or not. But I find they are increasingly outnumbered by people who it’s simply not worth reading.
And there is a simple way of telling who they are — they use canned phrases that seem to come from some political party’s central office.
Mostly these seem to come from Labour supporters at the moment (possibly because Labour are the most popular party, possibly because my social circle skews leftwards). Some of these phrases sound reasonable, others definitely don’t, but they include “Conservative-led government”, “savage cuts”, “our NHS”, “most right-wing government in [insert time period]”, “ConDems”. The problem is when those phrases get used by everyone simultaneously.
It’s certainly not confined solely to Labour, though — “Tony Bliar”, “ZaNuLieBore”, “cleaning up Labour’s mess”, “Red Ed, the unions’ man”… these all have the same effect.
If you’re using these insta-cliches, which tend to spread through political twitterers and bloggers like herpes, then to anyone who is unaligned, or does not share your particular alignment, or even who agrees with you but has an aesthetic sense about the use of words, your post will actually be saying to that person “I have not actually thought about this issue myself, rather I have read a press release from the party of my choice, please ignore me.”
If I read someone saying “We must protect our NHS from the effects of the savage cuts brought in by this Conservative-led government, cuts which are too deep and too fast”, then I know that they haven’t actually thought about the issue themselves and there’s no point reading what they have to say.
If, on the other hand, I read someone saying “We need to protect *the* NHS from government cuts, which I think are far deeper than necessary”, I think “this is a person with whom I could have a discussion, and find out which cuts she thinks are most damaging and what we could do about them. It may turn out that she’s wrong, but it may not.”
Likewise, someone saying “The government need to do this because they’re cleaning up ZaNuLieBore’s mess!” gets instantly disregarded. Someone saying “Realistically, if we want the economy to recover, then some things need to be cut, and while it’s bad, better to cut this than let the recession continue” is, again, someone with whom discussion is possible. They may well be someone I disagree with, but I will at least be disagreeing with *her*, not with a press release she glanced at.
Each of these phrases sound focus-group-chosen to be convincing on an emotional level. “OUR NHS” sounds much more important than “THE NHS”, doesn’t it? But after hearing them a thousand times, they’re not. They’re manipulative, and to me at least they have an actively scary, creepy feel to them, like being surrounded by beings that have been mind-controlled by aliens.
But luckily, there’s a very simple rule you can follow, which will allow you to write convincingly and without people looking at you in the expectation that your faceplate will fall off to reveal the robot underneath. It’s this:
Think about what it is you want to say, and what words you can use to say that as clearly as possible.
It’s a simple rule, but one that’s rarely followed by bloggers and twitterers (and, reading through Orwell’s essays, it appears never to have been followed by pamphleteers).
If you’ve thought about something, and you have a clear idea of what it is you want to say, and you have chosen the words you think will best express your thoughts — chosen them yourself, not picked phrases that have been handed to you by a third party — then people will, when they read your writing, say “That’s a good point” or “I never thought of that”, or “You’re wrong, here’s why…” — all of which are useful reactions if you’re wanting to convince people of something.
If, on the other hand, you string a bunch of stock phrases together, you may well get five hundred retweets from people who already agree with you, but you’ll never change a single mind, except to possibly make some people who did agree with you before disagree with you in disgust.
(Doctor Who post will be up tonight, nearly a week late…)