A Speechwriter’s Analysis: How Donald Trump’s Language Works For Him

It’s not just what Trump says; it’s how he says it.

Barton Swaim worked for the governor of South Carolina, Mark Sanford (R), from 2007 to 2010. He is author of “The Speechwriter: A Brief Education in Politics.” 

Barton Swaim writes: every political commentator in America has now written at least one piece attempting to explain the mystery of Donald Trump’s appeal. Most have dealt with the man’s demeanor, his talent for attracting media coverage and his disdain for party and
intellectual elites. Some of these I find cogent.

The thing I find most distinctive about Trump, though — and perhaps it’s at least a component of his success so far — is the structure of his language.

[Check out Barton Swaim’s book “The Speechwriter: A Brief Education in Politics” at Amazon.com]

Everybody senses that Trump doesn’t speak like other politicians. But how is his speech different, exactly? Is it just the swagger, the dismissive tone and clipped accent? Maybe in part. Trump does seem emotionally engaged in a way none of his competitors do; he is perpetually annoyed — exasperated that things aren’t as they should be — but somehow also good-humored about it. (Chris Christie and John Kasich seem perpetually annoyed, too, but there is nothing funny or cheerful about their versions.)

To get at what makes Trump’s language different, take a look at the shape of his sentences. They don’t work the way modern political rhetoric does — they work the way punchlines work: short (sometimes very short) with the most important words at the end.

 “Some of his answers last only a few seconds, some are slightly longer, but almost all consist of simple sentences, grammatically and conceptually, and most of them withhold their most important word or phrase until the very end.”

That’s rare among modern politicians, and not simply because they lack Trump’s showmanship or comedic gifts. It’s rare because most successful modern politicians are habitually careful with their language. They are keenly aware of the ways in which any word they speak may be interpreted or misinterpreted by journalists and partisan groups and constituencies and demographic groups.

“Trump’s sentences end with a pop, and he seems to know instinctively where to put the emphasis in each one.“

And so in important situations — situations in which they know a lot depends on what they say or don’t say — their language takes on (at least) two peculiar characteristics. First, their syntax tends to abstraction. They speak less about particular things and people — bills, countries, identifiable officials — and more about “legislation” and “the international community” and “officials” and “industry” and “Washington” and “government.”

[Read the full story here, at The Washington Post]

Second, their sentences take on a higher number of subordinate clauses and qualifying phrases — “over the last several years,” “in general,” “in effect,” “what people are telling me,” and so on. This is the kind of language you use when you’re aware that your words might be misinterpreted or used against you.

“Politicians are frequently too careful with their language, and this conscientiousness can begin to sound like deceit or cowardice. When they rely too heavily on abstractions, when they avoid concrete nouns, when all their statements seem always hedged by qualifying phrases, they sound like politicians, in the worst sense of the word.”

When used well, it conveys competence and assures listeners that the speaker thinks coherent thoughts and holds reasonable positions. It suggests that the speaker cares about the truth of his claims. But politicians are frequently too careful with their language, and this conscientiousness can begin to sound like deceit or cowardice. When they rely too heavily on abstractions, when they avoid concrete nouns, when all their statements seem always hedged by qualifying phrases, they sound like politicians, in the worst sense of the word. To my ear, anyway, Hillary Clinton sounds this way almost all the time. Read the rest of this entry »