Germany – Page 45 – understand-culture

Avoid using I

The Germans avoid using the word I. Whether in letters, postcards or emails, a sentence should never begin with I. Germans prefer to use either indirect speech or the passive form.

Especially common in German is the use of the word man or one. Germans believe that they should not speak too much about, or directly refer to themselves. To place yourself in the middle of attention is considered to be self-centered, not objective, and therefore not persuasive.

There is a German figure of speech: Der Esel nennt sich immer zuerst, literally meaning the donkey always names itself first. German children are taught to say: Hans und ich … instead of Ich und Hans. Hans and I, instead of I and Hans.

German schools teach their pupils to remain analytical, objective and to leave themselves as individuals out of the discussion. Textbooks explicitly avoid the word Ich, instead recommending: “The logical conclusion follows, that …”. Or “From based on the presented arguments, one could draw the conclusion, that …”. Or “It should be noted, that …”.

TV News

German television news provides an example of how Germans separate message from messenger. News anchors present the news in an unemotional, correct, almost stiff way, maintaining an objective distance to the news. They sit behind the news desk, with the reports in their hand, read nonetheless from the teleprompter, show only discreet facial expression.

More recently, news achors will come out from behind the news desk and stand in front of a large screen. Although somewhat more informal, many continue to read from notes or at least hold the news report while using the teleprompter, making clear to their viewers: “This news is official. Not subjective. Not made up. Here it is in this official document.”

The branding approach of the German networks, especially the news departments, is based on substance, not personality. Topics, journalistic methods and form of presentation are far more important than the individuals presenting the news. The news presenters are interchangeable.

Der Tagesschau

Der Tagesschau – Germany’s most popular evening news. First from November 2020:

And 2010:

And on 9 Nov 1999, the tenth anniversary of the so-called Fall of the Berlin Wall:

“Academics don’t like journalists“

It’s certainly a cliché in Germany to say that academics don’t like journalists. German universities are no longer just ivory towers of knowledge, for degree programs in Wissenschaftsjournalismus – literally academic-journalism – are helping the broader public to understand complex academic and scientific material.

More and more academics, including those from the natural sciences, are teaming up with journalists not only to communicate their findings, but also to gain public relations value for their themselves and their work.

Nonetheless, there are many academics who cringe at thought of being interviewed by journalists. They find it painful to hear from journalists that their work needs to be communicated publikumsgerecht – understandable for the public, for the “man on the street.”

For the academic, for the scientist, this can only mean dumbing down. They fear that the complexity will be so oversimplified that the public will not understand the overall message, its interconnections and mutual interdependencies.

Which is why German academics will always preface their statements with: “If put in a simplified way, the ….” or “In reality it is far more complex than this, but ….”

Sich bewähren

sich bewähren means to prove one‘s worth or value, to be reliable, to have worked. From Middle High German meaning to turn out to be true, right, correct.

In Germany there is no higher testament to quality than something which has proven itself over time. Das hat sich bewährt, that has proven itself, is very persuasive to German ears. Over generations, decades, even centuries. Solid, known, established, predictable, tested.

In German literature and movies, the harking back to family, tradition, home region is a constant theme. The ideal, idyllic world is to be protected against the corrupting forces of modernity.

German companies, time and again, advertise their solidity, quality, reliability by stating their longevity and tradition: Established 1885. Above the entrance doors of German Fachwerkäuser – half-timbered houses traditional in the Middle Ages, also called gingerbread houses – one can read Erbaut 1375.

“Don’t sell to me”

In Germany, to inform persuasively means to lead, guide, channel listeners to the desired conclusion and decision. It is done indirectly, subtlely, discreetly, signaling, indicating, not selling.

The slightest form of pushiness, of promoting can lead the German audience to suspect that the presenter is hiding something or trying manipulate them. Reserve and restraint is a virtue in the German context and moves the presenter closer towards the goal.

Sales personnel in German stores often greet the customer with Sie kommen zurecht? meaning “You know what you’re looking for?” or Sie schauen nur? meaning “You‘re just taking a look around?”.

This is their way of communicating that they are ready at any time to assist the customer with any questions they might have, but do not want to disturb them, much less try to sell them something.

German customers do not feel comfortable being sold to, certainly not aggressively sold to. Germans who sell know this of themselves, take therefore a hands-off, discreet approach, to persuasion, reacting only if and when the audience gives the corresponding signals.

No Cult of Personality

Germans reject any form of cult of personality. They know relatively little about the men and women running their largest companies. High level management in these companies seldom participate in the marketing of products and services. How would the Germans have reacted to the Dr. Z television ads in the U.S. years ago?

„Problems“. Quotes

Comparing two German with two American quotes about “problems” provides insight into the differences between the two Problemverständnissen – literally problem-understandings.

“To recognize the problem is more important than to recognize the solution, for the accurate and precise description of the problem leads to its solution.” Albert Einstein

“The conception of the problem is more important than the conception of the solution. More lies in the question than in the answer.” Walter Rathenau

“Most people spend more time and energy going around problems than in trying to solve them.” Henry Ford

“I’ve had a lot of worries in my life, most of which never happened.” Mark Twain

Low Prestige

Sales is given low prestige in Germany. People in general do not like to sell. Germans even less so. High prestige in the German business world is enjoyed by the natural sciences, engineering, manufacturing, law, and until recently, banking and finance. The disciplines of sales, including account management, and marketing enjoy less prestige.

King in Germany is knowledge, research and development, invention, production. Germans in general believe that a product should sell itself. Who needs sales/marketing? Verkaufen – German for selling – begins with ver, the prefix to many German verbs which have a negative meaning.

See Heinz Erhardt, one of post-war West Germany’s most beloved comedians and actors.

überzeugen, not überreden

The German word überzeugen – literally over-witness; more than enough witnesses – means to persuade or convince with plausible arguments, evidence, proof that something is true, right, correct.

überzeugen for Germans means to use rational arguments only, to appeal to reason, without attempting establish a personal (subjective, emotional) relationship with the target audience.

The German word überreden – literally over-talk; more than enough talk – means to coax, plead, cajole, browbeat, armtwist the other person to do something they originally did not wish to.

überreden for Germans means to use subjective-emotional argumentation, to appeal to the emotions, to the non-rational. Germans reject überreden. Germans expect überzeugen.

Schauspieler

In a major speech given by Helmut Kohl in October 1978 he quotes the German sociologist Max Weber: “not to put yourself in the middle point”, which could tempt one into “becoming an actor.” (from Politik als Beruf – Politics as Profession – January 1919).

Schauspieler can be translated also into masquerader. Kohl, at that time the leader the opposition Christian Democrats, as well as during his years as chancellor 1982-1998, was not known for his rhetorical skills.

Helmut Schmidt (SPD – Social Democratic Party), chancellor 1974-81, and an embittered critic of Kohl, was considered a brilliant public speaker.

Franz-Josef Strauss, head of the Christian Social Party (the Christian Democrat’s sister party in Bavaria) referred to Schmidt as Germany’s Staatschauspieler, loosely translated into the (Staat) state or government , (Schauspieler) actor. Or masquerader.