Mid-1990s. University of Bonn. Professor Dr. Schmidt enters the classroom with books and papers under his arm, and his little bell. The topic: Game Theory in the Context of International Politics.
A graduate student moves to the front of the room to give his presentation. Hardly a minute into it a shrill ding-a-ling pierces the air. The students don’t dare move a muscle. “Ladies and gentleman. Time and again I simply must impress upon you the need to define the terms you use. You cannot simply throw complex terms around the room without having first clearly defined them!“
A few students risk rolling their eyes. The presenter sweats, squirms and stammers his way through his material. Professor Dr. Schmidt sits down in his chair, his left arm on his desk, in his hand his little friend the bell– ready to get shrill at a moment’s notice.
Joachim Sauer is a quantum- and physio-chemist. He is a professor of physical and theoretical chemistry at the Humboldt University of Berlin. He is also the husband of Germany’s chancellor, Angela Merkel.
The election of his wife to the most powerful governmental position in all of Germany had no impact on his career. They seldom appear together in public. He declines to answer any interview questions that do not have to do with his own research. In federal elections his part is irrelevant.
Public life is clearly separated from private life. The home-life scene is irrelevant in determining political success. This same pattern can also be seen in the careers of Joschka Fischer (former German Foreign Minister) and Gerhard Schröder (Merkel’s predecessor as Chancellor). Both were married several times.
For “you” the German language has both and an informal word: Sie and Du. It is typical for German colleagues, even those who work well together and have known each other for many years to use the Sie-Form. The Knigge – Germany’s best known books on proper behavior, first pubished in 1788 by Baron Adolph Knigge – recommends the Sie-Form in the work context.
Knigge considers it appropriate to reject the offer of the Du-Form from a work colleague if one feels surprised or thrown off balance. For accepting the informal Du is a commitment to a level of personal friendship and trust one may not wish. Knigge recommends a polite response: “Your offer honors me. Thank you. However, I feel more comfortable using the Sie-Form, and prefer to continue using it, also out of respect for you (Sie).“
Maintaining a certain respectful distance to others is considered a sign of respect in the German culture. A famous example is the relationship between two of the best-known soccer tv-commentators, Günter Netzer (a former star German soccer player) and Gerhard Delling (a respected tv sports journalist).
Their conversational-type commentaries during half-time and after games are enjoyed by millions due to both their expert analysis and relaxed interaction. Yet, on camera they address each other with the formal Sie, even though Netzer was a groomsman (witness) in Delling’s.
A German. Consultant. Expertise in several areas. Primarily in change management. This guy is very experienced and very good. The following statement is on the landing page of his website:
“My great strength is putting my finger in the wound. And I consider it to be the right, effective, honest, professional thing to do. To say what I think. I enjoy pointing it out to people when the king is wearing no clothes, especially when his clothes are being praised by the people.
I do this with folks both at the top and the bottom in organizations. From C-Suite, to middle management, to colleagues in sales, all the way down to folks working on the factory line. In each case I do so in the language they speak and understand, and making sure that directness and truth take center stage.”
San Diego. 1996. Political advertisements of every kind must pass the objectivity test in Germany. The Germans expect substance and convincing arguments. And although the private and personal is seeping more and more into German politics, due to the influence of American politics, politicians in Germany are still identified directly with the stands they take on specific issues. They represent the political platforms of their respective parties.
Political party conventions in Germany are held once or twice a year. Their purpose is not to nominate candidates before elections, but instead to debate and formulate policy. At the conventions the stage is dominated by the party, with up to three or four rows of ten to fifteen seats per row occupied by the party elite. Until recently the speaker’s podium was to the side. And even though it has been moved to the center, the thirty to fifty colleagues occupying the stage send a clear signal: “Sure, we have different speakers during the convention. But make no mistake, the party comes first, the individuals politicians and office-holders come second!”
In the summer of 1996, while a political adviser to the CDU/CSU Parliamentary Group in Bonn, I – John Magee – attended the Republican National Convention in San Diego. My job was to accompany and assist Peter Hintze (then Secretary General of the CDU), Jürgen Chrobog (then German ambassador to the U.S.) and Ruprecht Polenz (then Member of the Foreign Relations Committee). Bob Dole and Jack Kemp were nominated, then in the general election beaten badly by Bill Clinton and Al Gore.
Along with meetings with leading Republicans, Peter Hintze was especially interested in observing the details of the convention. Part of his job was organizing and preparing the CDU conventions for Chancellor Helmut Kohl. It is well known that American party conventions serve the primary purpose of presenting to voters a high level of unity, in terms of the ticket and the substance of the party’s platform. Political debate does not take place, and certainly not in full view of the American public. Germany is different. The conventions are televised from start to finish. And the Germans debate, openly, directly, harshly. The German public can follow it blow by blow by television or radio.
The great sensation of that 1996 Republican National Convention was Colin Powell’s speech. Many had hoped that he would be their party’s candidate. Immediately after his 1992 election, Clinton asked Powell to be his Secretary of State, hoping to prevent a Powell-candidacy four years later. Powell had declined respectfully. The arena in San Diego, fifteen thousand strong, exploded in applause when General Powell walked on stage, in civilian clothes, and proceeded to speak directly to the hearts and minds of the American people. From his heart and with great intensity.
Like any and every truly persuasive speaker in the American context Powell used anecdotes, figures of speech and several brief, but very personal stories to convey his message. He wanted to move the people emotionally. Hintze and Chrobog turned to me time and again asking for an explanation of these stories. Was meint er damit? What does he mean? What is he trying to say? The atmosphere in the convention center was electrifying.
Sitting behind the two Germans, and due to the noise level, which had even surprised me, I had to stick my head forward between theirs and literally scream my responses to their questions. It was clear to all three Germans – Hintze, Chrobog, Polenz – that the convention, and General Powell’s speech, were all about emotions.
The Merriam-Webster dictionary defines ambivalence as “simultaneous and contradictory attitudes or feelings (as attraction and repulsion) toward an object, person, or action; continual fluctuation (as between one thing and its opposite); uncertainty as to which approach to follow.”
Attraction and repulsion. Germans are attracted by logical, well-researched and -argued statements. But they are also attracted by personal appeal, by a speaker who is both appealing and appealing to. Appealing to as in reaching out to.
Germans are repulsed by an imbalance between rational (objective) and personal (subjective) appeal. Mehr Schein als Sein, which translates into more appearance than substance, is a severe criticism. But they are also repulsed, perhaps moreso, by a sophisticated and effective appeal to emotions, to the less rational.
Germans are also capable of persuading by placing themselves front and center, by establishing a personal connection, by appealing to emotions. They choose not to, however. They choose not to teach, train or reinforce it. Ambivalence. They can and often want to, but are wary of the negative effects. Instead, Germans feel the need, the obligation, to constrain themselves, to not go there.
Why? Partly it is their strong scientific, rational, intellectually rigorous approach. Partly it is their belief that persuasion should not be deceptive. Appealing to human emotions – pushing all of the right buttons without the listener being aware of it – is a form of manipulation.
For if the listener is not aware that their thinking is being steered by their emotions, she is not in a position to freely choose to accept or reject the arguments presented. That person is reduced from subject to object. Deception. Manipulation.
German academic training focuses on methodology. The quality of results – whether in the natural sciences or in the humanities – is determined by the quality of methodology. German students are taught that the person applying the methodolgy, but not the methodology itself, is interchangeable:
“… the conclusions verifiable; the starting point and operating assumptions logical and understandable; the individual steps taken re-traceable; so that the same results are arrived at by anyone taking the same path of inquiry.”
The academic (scholar, scientist, inquirer) is fully detached from the topic substance, both in the execution of the inquiry and in the presentation of results. Message and messenger are kept separate.
German products focus on the technical. German advertising focuses on the technical. Cars are often presented without the driver, wristwatches without the wrist, newspapers without reader or author. Quality should speak for itself.
German tabloids may personalize the news by displaying large-format photos. Serious publications do not. Content should speak for itself. For Germans it is self-stated that a good product or service aims to serve people. A view under the hood of the car is, therefore, more persuasive than a happy face behind a steering wheel.
Germans believe that it is unimportant who actually presents the arguments as long as the topic has been understood in both its depth and breadth, analyzed with stringent methods, leads to a logical and actionable conclusion, and is communicated in a structured and clear way. The presenter could be a junior member of the team.
Günter Jauch, moderator of the very popular German version of Who Wants to be a Millionaire, is known for his dry, rational delivery and his uncanny ability to open up his quiz show guests with wit, irony and subject matter knowledge.