Process – Page 6 – understand-culture

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 …”.

Germans are very wary of any form of emotional manipulation. It is considered indecent and unprofessional to appeal to emotions. If at all, emotions are spoken to in a subtle, rational way. Playing on emotions is not persuasive. Germans very quickly become suspicious.

In the media, politicians, business leaders and journalists alike criticize each other for using populism – appealing to emotions and deeper fears – in order to influence public opinion. Sweeping statements, crude generalizations and blanket placing of blame are considered to be insulting, counterproductive and inappropriate.

Speakers who try to get their message across via emotions such as sadness, anger or happiness are not taken seriously by the majority of German listeners. Speaking to the emotions of the masses is viewed very negatively. The German media warns time and again about its dangers.

Leaders in politics and business take a cool, rational, objective, almost clinical, approach to persuasion. When German banks and financial institutions are criticized harshly for suspected manipulation and greed they defend themselves by claiming that their critics are populists and that the problems are far too complex to be generalized.

Avoid using I

Warning: Manipulator!