Clegg’s language is unconsciously turning people off him: Changes needed for his poll ratings to improve
25 August 2011 2 Comments
The Lib Dems believe in community and the words ‘we’ and ‘us’ are important to us. When Clegg was vying for the top job he seemed to reflect these values well and his choice of words were in line with these values. However, now he is in DPM it may be these words which are contributing to his horribly low opinion poll ratings and he needs to change things to reverse these.
Clegg wrote recently that the Lib Dems are
a party which knows we can do more together than we can alone.
Which certainly rubs the Lib Dems up the right way. However, the tendency to use ‘we ‘rather than ‘I’ has profound implications for how people perceive you without them even knowing it. People who use ‘I’ more are seen as more personable, warm and more honest whereas those using ‘I’ at low rates are often very self-confident people, but this is often perceived negatively. Barak Obama is a good example of this as he uses ‘I’ at a lower rate than any other American President and there are reports that he is a very self-confident person. However, he has been seen as aloof and insensitive at times by his electorate.
This video explains it well:
The trouble is that this use of pronouns is not noticed by the conscious mind so as Clegg has values associated with portraying a Lib Dem collective, or a Coalition decision, his use of pronouns are turning people off him. There is a clash between his value base and the perception of the public. Ass he starts from a very low base people are not willing to give him any slack and so add into this using pronouns which subconsciously make people believe he is less personable, warm and honest then he has no chance of improving his situation. If he is to regain some ground then he should look at how he is presenting the information and begin to look at the words he is choosing.