There are two different ways to communicate persuasively, and we’re seeing them play out on the campaign trail.
Imagine someone needs to convince you of a surprising fact — say, that your partner is cheating on you. Your best friend might be direct: “They’re cheating on you!” They might even exaggerate a little to get you extra worked up: “It’s been going on for ages! They’re parading around all over town!” But a stranger would need to be more circumspect and subtle: “I’m surprised to hear you’re a couple, because I saw …”
There are essentially two different ways to communicate persuasively, and the differences have everything to do with the communicator’s social authority. We’re seeing it play out on the campaign trail: Donald Trump is regularly characterized as forward and bombastic, while Kamala Harris is often criticized for being too indirect or obtuse. Both styles can be effective, but it’s helpful to consider who uses these different approaches and why.
People we see as trustworthy — either because they are familiar to us or because they are members of a race, class or gender our society treats as authoritative — can use direct and unambiguous language to push others into their way of thinking. If you trust someone, they can convince you of something by speaking straightforwardly about it — and they can be even more effective by taking advantage of their authority and exaggerating the truth. This manner of speech has been historically linked to dictators and fascists, but it’s also something you might see in your day-to-day life from someone in a position of power over you — like your boss — or someone you’re in a close relationship with, like your significant other.
On the other hand, those who are not in positions of authority must be much more subtle and measured.
