Power Of Words

Ellis Orozco
English 4
December 18th, 2008
The Power Of Words
The freedom of speech, our first amendment right, is held so near and dear to many Americans. It allows us to speak freely of each other and of those from other countries. According to Haid Bosmajian, many people don’t realize the true power behind words and the context in which they are used. He believes that they are quite oftenly used to dehumanize a certain enemy we may be at war with, so that the killings will seem less cruel and heartless. He states that there are many different means of using words to dehumanize people; the most popular by the use of metaphors or “jokes.” After further consideration of the point Bosmajian is trying to make, I realized he was right. For example, regarding this war we are fighting in Iraq, President Bush often refers to Al-Queda as “evil” which in a sense may be correct. However, when he constantly reiterates that phrase, he instills this image in the minds of many Americans that they are “evil” or a threat and that something needs to be done. It is shocking how much power and weight words carry. They are, and have been, the tools used by dictators, presidents and even the common people; sometimes with irrevocable consequences.
There are many cases throughout history in which words have been used to manipulate large populations of people can convince them to give in to what leaders want them to believe. When the Spaniards came to America and saw the Indians, they immediately began labeling them as savages or barbarians. The Spaniards did this because they were trying to conquer land. By labeling the Indians savages, there is this immediate negative reaction from the rest of the world. A collective mindset is created which makes them believe it’s ok to kill the Indians because they are just savages. People from Spain and other countries become convinced the Indians aren’t civilized like them, or they don’t have feelings like they do. By using metaphors to compare people to something horrible, Bosmijian believes leaders or dictators are able to affect, “people’s conceptual systems and though process, influencing how they perceive others and determine their political views and behavior.” This can be related to a smaller form of brain washing because leaders are able to thwart people’s opinion about others with words. For example, to seek support of Americans, President Reagan constantly referred to the Soviet Union as an “evil empire” threatening Americans lives. The Soviets were “not good” and didn’t care about anyone but themselves. Reagan promoted the idea that Americans want to be the guys who promote good. So, by putting a stop to this “Soviet cancer,” Americans are the good guys and are bettering the world.
This reminds me of a book I read called Feed. The basic premise of the book is that there are these kids that become so obsessed with trying to be “hip” or “cool” that they are willing to harm themselves and completely change their image into someone they are not. One of the main characters tries to heighten the kids’ awareness of how the media was trying to get them to conform to the image they want. Her comments are oftenly thrown to the side because people view her as crazy for trying to fight against “the Feed” and advertisers. The Feed allows people to access the Internet with far greater ease and it gives people the ability to store large amounts of information, so you can access it later. Many of the other kids are so obsessed with the “good” the Feed can do that they fail to realize that the advertisers behind the Feed who provide them with helpful hints are really trying to get the teens to buy their products. This creates an unhealthy and unseen bond between the kids and advertisers. Now, the advertisers know they can manipulate the teens to buy any product produced by any given corporation. This led them to become not “better people, but better consumers.” This quote really stuck with me because after further consideration I realized that advertisers did indeed take away their (and our) individualism and replaced it with this mindless need to buy the next big product whether it be an iPod or cell phone to boost our own egos. Take for example the iPod, Apple’s biggest success. Ipods are portrayed as these incredible products that “everyone” is buying and that you should buy one of them because it will allow you to associate yourself with this group of “cool” kids that own this hot product. When Apple began putting the iTouch on the market it was one of the first few touch screen products. Many other corporations took note of this and realized it was a huge sell. Now, Verizon Wireless (cell phone company) has a cell phone that uses touch screen technology. In addition, there is now a computer monitor that uses this very technology. Advertisers take note of products that sell in big numbers then they create “new” products that incorporate the tactics that allowed the other products to be so successful. They then use words like this product is “new” or “improved” so they get into people’s minds and make them think, “well, if the first touch screen products were good, imagine how great these new and improved ones are.” This leads people into this false notion that they are buying a “new” hot product when really advertisers are re-selling a previously hot product.
Americans don’t necessarily realize how much advertisements and T.V in general govern our lives. For most of us, it has influenced how we dress, and interact with others. This is because advertisers know how to manipulate simple words to their benefit. They can get inside of us and create an unnecessary want for something. It is because they are able to play with words that they have gained such a hold over us. Consumers need to analyze advertisements carefully to learn the true intent of advertisers. We need to be able to realize when we are being lured by these seductive or “weasel” words. Weasel words get their name from what weasels do to eggs, which is sucking out the yolk and leaving the shell. When we refer to “weasel” words we mean words that are hollow or carry no true meaning. For instance, when advertisers say their product will keep you virtually safe from intruders, or their pill will keep you “virtually one-hundred percent safe from becoming pregnant.” They completely change the meaning of the word, and change it to fit their needs. This is yet another example of how advertisers are able to manipulate language to sell their product.
I find it appalling that our own leaders are willing to dehumanize someone just to seek the support of the American people. It is incredible how simple words like “evil” or “cancer,” when put into different contexts, carries completely different meanings. It is scary how manipulative people can be, just by the words they chose to use. As we develop a higher level education and get exposed to new material we learn new ways to express ourselves, whether it be verbally or in written form. As we develop this higher level of vocabulary we have to make sure we are thoroughly thinking things through for we have seen what happens when words get taken out of one context and placed into another.