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?
television
Warning: Manipulator!
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.
Spock. McCoy. Kirk.
In his blogpost Stoicism & Star Trek: Think like Spock – Act like Kirk Jen Farren at the University of Exeter writes:
„Gene Roddenberry (creator of Startrek) says that he deliberately: ‘Took the perfect person and divided him into three, the administrative courageous part in the Captain (Kirk), the logical part in the Science Officer (Spock) and the humanist part in the Doctor (McCoy).’“
Farren then quotes Stephen Fry: „You have the Captain in the middle, who is trying to balance both his humanity and his reason. And on his left shoulder, you have the appetitive, physical Dr. McCoy. And on his right shoulder you have Spock, who is all reason. And they are both flawed, because they don’t balance the two, and they’re at war with each other, McCoy is always having a go at Spock. And Kirk is in the middle, representing the perfect solution.“
Kirk tries to balance emotion and reason, but he never loses sight of taking action. His choices and actions make him take risks for the common welfare, even when the purely logical thing might be to do nothing. In the words of Captain Kirk himself: ‘Gentlemen, we’re debating in a vacuum. Let’s go get some answers.“
Low Prestige
Sales is given low prestige in Germany. People in general do not like to sell. Germans even less so. High prestige in the German business world is enjoyed by the natural sciences, engineering, manufacturing, law, and until recently, banking and finance. The disciplines of sales, including account management, and marketing enjoy less prestige.
King in Germany is knowledge, research and development, invention, production. Germans in general believe that a product should sell itself. Who needs sales/marketing? Verkaufen – German for selling – begins with ver, the prefix to many German verbs which have a negative meaning.
See Heinz Erhardt, one of post-war West Germany’s most beloved comedians and actors.
Talent Shows
Talent shows have been popular in Germany for many years. Amateur entertainers take the stage, perform their act, are then judged by a panel of three.
The most famous judge in Germany is Dieter Bohlen, a former pop singer in Germany in the 1980s. Bohlen is known for the crass, aggressive and insulting way in which he criticizes the amateur entertainers. After ten years Deutschland sucht den Superstar (Germany seeks a Superstar) with – or perhaps due to – Dieter Bohlen remains the most popular talent show.
The clearest contrast to Bohlen is Stefan Raab, currently Germany‘s most popular talk show host. Raab, a member of the jury for the Eurovision Song Contest, provides his feedback just as openly and directly as Bohlen or any other German, but in a diplomatic way, often using self-irony, so that the contestants can laugh at themselves.
Raab praised the Eurovision winner, Lena, by addressing her unique way of breathing: „You sing totally differently than is taught in professional voice schools. Your breathing technique is utterly unique, it‘s nowhere near what is considered standard practice.“ Lena smiled back at Raab and said: „I don‘t have a breathing technique.“
“Whattya want from me?”
The 2014 Soccer World Championship. Prelims. Germany vs. Algeria. It’s a nerve wracking game, but in the end Germany wins 2:1. It was a tough game for the German team, but in the end they prevailed. Grounds to celebrate, one would think.
Boris Büchler, however, the ZDF television reporter who interviewed center back Per Mertesacker directly after the game, saw things differently. After a short “congratulations” he went straight to his criticisms: “What made the German players so sluggish and vulnerable?”
Mertesacker, already slightly annoyed, emphatically stated that the victory is all that matters: “I don’t give a ****. We’re in the final eight and that’s what counts.”
But Büchler won’t back down: “But this cannot possibly be the level of playing at which you expected to enter the quarter-final? I think the need for improvement must be clear to you as well.”
Mertesacker can no longer keep his cool: “What do you want from me? What do you want, right now, immediately after the game? I don’t understand.” But Büchler stays firm, and repeats his criticism: “Firstly, I congratulate you, and then I wanted to ask why the defensive plays and turnovers did not go as well as one would have liked. That’s all.”
Mertesacker: “Do you think think there is a carnival-troupe (meaning a bunch of clowns) amongst the final 16 teams or something? They made it really hard for us for 120 minutes, and we fought until the very end to prove ourselves. It was a real back-and forth Of course we allowed a lot from them. But in the end our victory was well deserved…”
Mertesacker once again emphasizes how the German team won, in spite of his concession that not everything went as one might have hoped.
But not even this was enough for Büchler: “An absolute show of strength. A high-power performance. Do you think that we will see the same sort of wow-effects again that we saw in the 2010 World Championship, so that the team’s game will improve?”
Mertesacker: “What do you want? Do you want a successful World Championship, or should we just step down and call it a game already? I just don’t understand all of these questions.”
Germany won 2:1. But there will always be something left to criticize. In this case: Just because you won does not mean that you played the game well.
[embedyt] https://www.youtube.com/watch?v=bMJJMpufE2g[/embedyt]Marcel Reich-Ranicki
German literature, film and theater critics are particularly critical. They view everything with skepsis and are therefore considered by Germans – a skeptical people in general – to be more serious, more reliable. One German literature critic labeled a new novel the most impressive of the year, but still gave it four out of a possible five stars.
Marcel Reich-Ranicki was considered the most influential literature critic in today‘s Germany. He was known to tear apart the works of contemporary German writers both in his written critiques and on his television show. Active until 92 years of age Reich-Ranicki remained the most read critic in Germany precisely because of his very high standards of excellence.
Thirty minutes of Reich-Ranicki criticizing books.
“Always room for improvement”
The political barometer of the German television station ZDF regularly gauges the country’s political sentiments. As a part of this, the country’s top ten politicians are shown with their approval ratings. The scale ranges from -5 to 5.
In July 2014, the political barometer was titled “After the World Championship: Angela Merkel sees highest approval ratings.” This clearly meant that amongst the persons polled, Angela Merkel, with a score of 2.8 took first place amongst the most important politicians.
2.8 out of a possible best of 5.0 points demonstrates how deflationary grades are given in Germany, even when one is quite satisfied with the overall performance.
As the Germans like to say: “Es gibt immer Luft nach oben” – “There is always room for improvement”.
Detective Shows
The German fascination with investigations and the reconstruction of events is evident in the popularity of crime novels and detective series on television. The story is always about figuring out the facts behind a crime. The show ends with the apprehension of the criminal and a reconstruction of the crime.
The most popular of German detective show is Tatort, literally Crime Scene, which began in 1970, has produced over 800 episodes, and attracts between 7 and 11 million viewers per show.
Soko 5113 began in 1978 and has run 40 sets of episodes. Both series have led to popular spin-offs. On any given evening, on any given channel in Germany, a detective show is being broadcasted. Many are co-productions involving teams from Germany, Great Britain, the U.S. and Skandanavian countries.
Hart aber Fair
Hart aber fair – Hard but Fair – is a very popular weekly 75-minute talkshow in Germany about political topics. The moderator, Frank Plasberg, and his guests take on especially current and controversial issues.
As the name of the show suggests the discussions are open, lively and controversial. The show is well prepared and well structured. Ideological speech-making is blocked. Facts and logical argumentation are critical.
Between five and six guests are invited representing politics, academia, non-governmental organizations as well as “the man or woman off the street.”
The guests are carefully selected to represent the specific sides of the argument. The show’s research staff provides background information during certain segments.