Persuasion – Page 14 – understand-culture

Party conventions

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.

Ambivalence

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.

Methodology

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.

Under the hood

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.

Unimportant who presents

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

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.

Derrick

Derrick – a Kriminalserie or detective show – remains to date the most successful of all German television shows. Its 281 episodes, filmed from 1973 until 1997, have been translated and shown in 102 countries. Derrick, the detective, is tall, slender, focused, sparing of words, analytical, unemotional. The show is all about his detective work, not about him.

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:

Party and platform

German political conventions demonstrate clearly that in Germany, substance is more important than form. For decades the podium was set to the side, with the stage dominated by up to fifty party leaders sitting in three or four extended rows.

And although in recent years the podium has been moved front and center, the stage continues to be dominated by party leaders. The message is clear. The party and its political platform remain front and center.

German political parties also do their best to keep hidden their internal power struggles. Instead they are presented as debates over substance which should be resolved internally and speedily. The politicians involved are quick to state that the battle is not about themselves or political office, but about important issues of substance.

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 …”.