Lecture Notes: Doublespeak

Introduction to Doublespeak

• Definition by William Lutz:
  • Language designed to evade responsibility.
  • Makes unpleasant seem pleasant.
  • Misleading while pretending not to.

Example of Doublespeak

• Example of intraspecies protein reallocation:
  • George Donner's group in 1847 resorted to cannibalism.
  • Better to use terms like "protein reallocation" instead of "cannibalism."

Four Types of Doublespeak

1. Euphemisms:

   • Use of softer language to avoid unpleasant realities.
   • Examples: "passed away" for "died"; "big boned" for "fat."
   • Lutz's view: Dislikes euphemisms as they conceal truth.
   • Modern examples:
     • "Economically disadvantaged" for "poor."
     • "Negative cash flow position" for "broke."

2. Jargon:

   • Specialized language of a profession.
   • Necessary for clear communication within a field but can be confusing outside of it.
   • Example: Describing keyboard keys with technical terms unnecessarily.

3. Gobbledygook/Bureaucratese:

   • Overly complex language that overwhelms the audience.
   • Example: Jesse Moore’s response after the Challenger disaster.

4. Inflated Language:

   • Makes simple concepts seem complex.
   • Example: Tony Soprano replacing "mobster" with euphemisms.

Connection to George Orwell's 1984

• Concept of Doublethink:
  • Knowing the truth while telling lies.
  • Lutz’s assertion: Doublespeak isn’t always about lying but about reframing information.

Real-World Applications of Doublespeak

• School Nutrition Policy in Texas:
  • Rollback on deep fryer ban under the guise of combating obesity.
  • “Low-calorie beverages” refers to sodas, misleading consumers.
• Marketing and Advertising:
  • Example of Lipitor's advertising:
    • Claims of 36% risk reduction presented misleadingly.
    • Actual difference in mortality was 1.1%.

Importance of Language in Society

• Edward Sapir's perspective:
  • Language shapes social reality.
  • Example: Changes in terminology over generations (toilet paper vs. bathroom tissue).

Frank Luntz and Language Manipulation

• Luntz’s focus on language to influence public perception.
  • Example: "Gambling" vs. "gaming".
  • Importance of the right words to evoke desired responses.

Examples of Rebranding

• Patagonian toothfish renamed to Chilean sea bass to improve sales.
• Therapeutic misadventure used to describe medical errors in a less severe manner.

Doublespeak in Everyday Life

• Common use of doublespeak in various contexts.
• Importance of questioning and understanding the language used around us (e.g., financial terms like "subprime mortgage").
• Consumer awareness of misleading product claims (e.g., detox products).

Conclusion

• Doublespeak is prevalent in communication and can obscure truth.
• Critical thinking and clarity are essential when interpreting language in media, politics, and everyday conversations.