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.
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.
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?
When a car is designed for the German market the focus of both maker and consumer is primarily on technical requirements, features and overall performance.
A Volkswagen, for example, is not an Alfa Romeo. Functionality is more important to Germans than beauty and elegance. Sachlichkeit – dispassion, objectivity, relevance, practicality – trumps emotions. As the Germans would say: Ordnung ist das halbe Leben – literally: order is half of life.
German children learn at an early age, in grammar school, that a presentation should be objective, unemotional and topic-oriented. They should speak in an even tone. Be objective, not emotional. The agenda and structure should be clear.
The German understanding of order is taught early, reinforced throughout one’s life, and then passed on to the next generations.
German universities have clear guidelines concerning term papers and the formal presentation of their results. Objectivity and precision (accuracy) are a must. Statements not supported by sources are considered invalid.
The focus of the presentation should always be on the subject matter. The discussion thereafter serves the purpose of delving deeper into that subject matter in an objective, impassionate, and academic way.
Distanz! – literally: distance. Personal pronouns (I, he, she, they, we) are avoided, in order to avoid “drifting into subjectivity.” Instead the passive form is expected. German professors watch very closely. Not following these guidelines leads to lower grades, or worse.
When Germans learn English they are told to avoid the passive form! Active form: “Joe fixed the car.” Passive form: “The car was fixed by Joe.” In Germany the passive form is far more common than the active.
Even when the subject – Joe – is known, Germans still tend to use the passive form: “The car was fixed” (leaving out poor Joe altogether).
Or the Germans will use the so-called one-form: Man wird sehen – one will see – instead of Ich schaue mal – I will take a look. The passive and the one-form are meant to signal objectivity, a distance between messenger and message.
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.
The University of Oldenburg provides students with guidelines for academic work. One of them reads: “Academic language is objective. Topics are presented subject-independent. The author moves to the background. Write ich-frei.” Literally: I-free or free of I.
Using “I” is considered in German universities to be un-academic, un-scientific. The passive form is used: “The following statements argue that …” or “It can been seen that …” But, isn’t it the case that a person (the author) performed the research and the analysis, and formulated the text?
In German politics one hears time and again: Es geht hier um die Sache! – this is about substance. Or Es geht hier nicht um meine Person! – this is not about me as a person.
This is the German politician’s way of saying, that their political program, not them as a politician, is the focus, is at center stage. They want to persuade based on their message, not by who they are. As if one could make a clear distinction between the two.
In 2013 two women in the CDU (Christian Democratic Union – the party of Chancellor Angela Merkel) – Katrin Albsteiger and Barbara Lanzinger – ran against each other in a party-internal race for an election to the Bundestag in Berlin. German political parties do not have primary races. Neither of them, however, spoke of a Machtkampf – literally: power battle – between them.
“This is not about me”, Albsteiger wrote. “This is not about my person”, Lanzinger said in an interview. But it was about them. As members of the same party they stood for the same political platform. They had no other choice but to persuade the other party members that they could win in the general election.