Language, encompassing speaking, writing, and reading, plays an integral role in our daily lives as the primary tool for expression and communication. The words we employ shape and mold our beliefs, directing our actions. Some even argue that words construct the entire realm of our perceived reality, with its multifaceted dimensions.

The power of words lies within the emotional reactions they evoke when we read, speak, or hear them. These emotional responses, in turn, are influenced by time, place, and our past experiences. As we all know, certain words may be appropriate in specific situations, while in others they can instill fear or even trigger intense panic.

As one of my colleagues once told me, to illustrate the relativity of the words, consider shouting the word “fire” at a peaceful campfire, during the jubilant celebrations of New Year’s Eve, or amidst the festive atmosphere of a company Christmas party.

I can guarantee you will witness three markedly distinct yet equally emotional reactions. These reactions not only reflect the listeners’ previous experiences but also the particular context in which they encounter the word.

Words Conceal Implicit Meanings

Within any message, cultural allegories, categories, linguistic concepts, metaphors, and nuances that emphasize power dynamics can be intentionally or unintentionally incorporated or concealed. Similar to sentences, words themselves possess inherent aspects, relationalities, and perspectives (Karvonen 1998).

Aspectuality pertains to the act of highlighting a specific aspect at the expense of others. It is closely intertwined with rhetorical persuasion and influence. Relationality, on the other hand, delves into the associations between different elements, such as connections, similarities, and interactions.

For instance, in Finnish culture, the word “cottage” (fin. mökki) evokes associations with serene lakes, leisurely fishing trips, vibrant summers, the wonders of nature, blissful moments of relaxation, and idyllic boating excursions. Additionally, it brings to mind natural color palettes.

Beyond these common associations, words also trigger personal recollections and memories. Perhaps, in some cases, a cottage became the focal point of a contentious inheritance dispute. Or maybe it’s somehow related to divorce or a late partner.

Perspectivity, in turn, refers to the point of view from which things are presented and whose interests are sought to be influenced. As a rule of thumb, communication never aims to present things objectively but rather from the subjective perspective of the communicating organization.

Not all words are equal

It is essential to recognize that not all words carry the same weight. Some words possess greater strength and are more likely to elicit emotional responses. For instance, when it comes to the word “change,” associations are distributed more evenly between positive and negative connotations. Moreover, these associations are highly subjective and driven by emotions, in contrast to the aforementioned example of a cottage.

For some individuals, the word “change” may evoke memories of traumatic experiences such as divorce or unemployment. Others may perceive it as a threat to their position within an organization, triggering their defense mechanisms. However, experiences can also be positive, linked to new beginnings, personal well-being, or embarking on a career transition.

When communicating to a broad audience, it becomes impractical to consider each individual’s subjective experiences. Therefore, especially when conveying organizational reforms or addressing crisis situations, it is crucial to exercise caution in the choice of words. Employing overly strong language can raise additional questions and potentially intensify the overall situation.

Enhanced comprehension of the influence of words and their impact on human psychology and behavior empowers communicators to better understand human experiences and mold people’s opinions. Put simply, their communication becomes more persuasive and effective.

This fact alone should serve as a compelling incentive to ponder the dynamics between words and power.

References

Karvonen, E. 1998. Ihminen ja kulttuuri eli robinsonit asfalttiviidakossa. Teoksessa Kivikuru, U. & Kunelius, R. (toim.). Viestinnän jäljillä. Näkökulmia uuden ajan ilmiöön (s. 29–56). WSOY. Juva.