Page 294 - Between One and Many The Art and Science of Public Speaking

Chapter 10 Language: Making Verbal Sense of the Message 261

credibility with the audience and create a high degree of mutual understand-
ing. There are a number of guidelines to follow in this process. The fi rst rule
is to choose language appropriate to the rhetorical situation. The second rule
concerns choosing language that makes every member of our audience feel in-
cluded in our message. This is known as inclusive language, as opposed to mar-
ginalizing or totalizing language, concepts we will explain shortly. The third
rule concerns choosing language that will enhance rather than undermine au-
3
dience perceptions of our competence and trustworthiness as a speaker. The
fourth rule concerns using language to its fullest potential to involve our au-
dience in the speech. The fi fth rule focuses on using language that will help
us manage our speech, and help our audience understand what we want to
communicate.

Use Language Appropriate
to the Rhetorical Situation

The language of a speech needs to refl ect the overall rhetorical situation we
face, not just audience members. In addition to being appropriate to audience
diversity, language also should be appropriate to the context in which we fi nd
ourselves. We’ve learned that we can face the same or similar audience in very
different contexts. For example, we have given speeches honoring a retiring col-
league to an audience that also has listened to us argue in a speech that a policy
proposed by the university administration should be rejected. Although the au-
dience was the same, our rhetoric, in style and in substance, was different.
Along the same lines, language should refl ect the purpose of a speech and
the goal we hope to achieve. An informative speech demonstrating how to read
a company’s annual report requires language very different from a persuasive
speech advocating the replacement of the company’s Board of Directors.
inclusive language
Language that helps
Use Inclusive Language people believe that they
not only have a stake
The next rule in choosing the words of a speech is to use language that is inclu- in matters of societal
sive. Inclusive language helps people believe that they not only have a stake importance but also have
in matters of societal importance but also have power in this regard. Inclusive power in this regard.
language doesn’t leave people out of the picture because of their gender, race,
marginalizing
ethnicity, age, religion, sexual orientation, or ability. Put another way, inclusive
language
language doesn’t marginalize people.
Language that diminishes
Marginalizing language diminishes people’s importance and makes
people’s importance and

them appear to be less powerful, less significant, and less worthwhile than they makes them appear to
are. Marginalizing language also appeals to biases audience members may hold be less powerful, less
consciously or subconsciously. signifi cant, and less
At the same time, inclusive language doesn’t totalize people. worthwhile than they are.
Totalizing language defi nes people on the basis of a single attribute, such
as race, ethnicity, biological sex, or disability. In a speech, the following state- totalizing language
ments would exemplify totalizing: Language that defi nes
people exclusively on the
“The dyslexics in this audience . . .” basis of a single attribute,
such as race, ethnicity,
“As a woman, you’ve got to learn to assert yourself.”
biological sex, or ability.
“As a victim of racism . . .”