Robert Long

Slogans and Principles, It’s just Semantics Right?

ByProf. Robert Long

The dismissive phrase, ‘it’s just semantics’ is a classic unintelligible retort, when language and words don’t matter.

Whenever, I’m fed this kind of nonsense, I usually hurl a few offensive insults at the person or someone they love and when they get upset, I state, but it’s just semantics isn’t it?  It seems this phrase is just a convenience when its implications are not felt by you.

In SPoR, we know that all language is meaningful and ought to be considered in messaging. This is because the outcome of language is part of one’s principles in an ethic of risk. Similarly, if one wants to create cognitive dissonance, then to risk becomes part of such an exchange. One of our most positive and popular studies in SPoR, is our Linguistic module.

I also observe that in Safety, that being offended must only go one way. Safety is always right, no matter what it says. And, if you speak out against Safety, such criticism is offensive.

So, when you find Safety manifest language until it becomes meaningless (eg. 1% safer, pre-accident investigations, ‘blame fixes nothing’, beyond zero) this is of no concern, because in Safety meaning is not important. Marketing comes first, safety comes second.

We can call a slogan a ‘principle’ and then spend the next few years trying to justify nonsense under sunk cost in linguistic gymnastics, we see the outcome of the importance of language. Why throw out meaningless slogans, with little thought for meaning? Sales of course. Why should moral meaning matter when marketing is the motive?

I was asked by someone this week to define the difference between slogans and principles and, decided not to do so. It’s much more powerful to research the history and etymology of language than to be spoon fed definitions.

Slogans have a long history anchored to advertising, marketing and propaganda. Generally, the three-word slogan is most effective. A study of MAGA is a great place to start with understanding the power of slogans (https://www.axios.com/2017/12/15/maga-other-trump-slogans-he-didnt-create-1513301980). The purpose of slogans is to hide ethical and moral intent and to capture a cult alienated from something. A sharp study of propaganda (https://monoskop.org/images/4/44/Ellul_Jacques_Propaganda_The_Formation_of_Mens_Attitudes.pdf )  is the place to start in understanding slogans.

You can study the linguistic properties of slogans here: https://www.researchgate.net/publication/370789988_Intel_Inside_The_Linguistic_Properties_of_Effective_Slogans

One thing is for sure. There is no relationship between a slogan and a principle (https://safetyrisk.net/what-principles-guide-your-safety-ethic/). And, it pays to know the difference.

In the court system, where events are examined in. minute detail, your words in every text, toolbox talk recorded, JSA, SWMS, promotional poster and any messaging will be held up to the scrutiny of the court (https://safetyrisk.net/you-will-be-held-accountable-to-the-language-you-use-in-safety/).

One of the great silences in the culture of safety is the importance of linguistics (https://safetyrisk.net/culture-silences-in-safety-language/). Yet, in all the texts written about ‘safety culture’ you won’t see any discussion of language as a foundation of culture (https://safetyrisk.net/culture-silences-in-safety-language/). Similarly, you won’t find anything about religion in a safety culture text, even though religion is another foundation of understanding culture. Such is the selectivity of an industry that is yet to know what it means to be ‘professional’.

One of the fun things about studying Early Childhood is understanding the acquisition of language. A good place to start is here: https://www.frontiersin.org/journals/psychology/articles/10.3389/fpsyg.2014.00506/full.

Understanding how language is embodied (https://www.researchgate.net/publication/311436117_The_embodied_development_of_language) is vital in understanding why words matter. This is why parents are so careful about what they say and do in front of young children. When young children start repeating expletives and obscene gestures, parents quickly realise that semantics matter.

So yes, it matters if one calls slogans ‘principles’, because slogans are not just a method to hide a fundamental truth but a medium that becomes the message over time (https://web.mit.edu/allanmc/www/mcluhan.mediummessage.pdf).

 If principles are hidden by slogans, then one has an ethical and a messaging problem.

  • The best way to hide corruption is to project that you want to ‘drain the swamp’ when in fact you are the swamp.
  • The best way to squash the science of climate change is to ‘drill baby drill’.
  • The best way to ‘transition to greatness’ is to collapse the economy and start wars.
  • The best way to make a complex issue simple is to just ‘stop the boats’.
  • To hide authoritarianism is to ’take back control’
  • The best way to promote injustice is to say ‘blame fixes nothing’.
  • The best way to distort decision making is to state ‘context drives behaviour’

But hey, words don’t matter do they. It’s just semantics.

Prof. Robert Long

Prof. Robert Long

Expert in Social Psychology, Principal & Trainer at Human Dymensions
Prof. Robert Long

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Prof. Robert Long
PhD., MEd., MOH., BEd., BTh., Dip T., Dip Min., Cert IV TAA, MRMIA Rob is the founder of Human Dymensions and has extensive experience, qualifications and expertise across a range of sectors including government, education, corporate, industry and community sectors over 30 years. Rob has worked at all levels of the education and training sector including serving on various post graduate executive, post graduate supervision, post graduate course design and implementation programs.

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