Germany – Page 3 – 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:

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?

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.

Dezent präsent

Dezent präsent: discreetly present.

There are some things which the Germans do not address openly. One is money, salary, personal wealth. If they have much, they avoid showing it. Boasting, bragging, swaggering in any way is considered to be very bad taste.

Respected and honored are those with wealth who live it in a dezent (discreet) way. This is true especially for senior-level executives who demonstrate deep subject-area expertise combined with a staid, conservative manner or demeanor.

“Showmasters” and “speech-makers” in Germany can be entertaining, at times even motivating. But those who are truly listened to and valued are those who put substance (subject matter) before form (person).

Karl-Theodor zu Guttenberg, former Minister of Commerce, then Minister of Defense, is a case in point. When he became minister in 2009 it was clear from the outset that there was a rather slick public relations approach to highlighting his political work and private life.

Guttenberg was a constant presence in the German media: the worldly man about town at Times Square in New York City; the rough and tough man dressed in a special forces uniform visiting the troops in Afghanistan; and as a man of the people on the popular variety tv-show “Wetten, daß ….?”

Guttenberg became very popular very quickly. He had brought fresh air into stodgy German politics. Over time, however, he gained more and more critics, who began to question his expertise. When it was then proven that he had plagiarized in his doctoral dissertation, he resigned his office in disgrace and disappeared from the German political scene.