Language Intensity
Description: Among several possible words that could describe a single idea, language can vary in its degree of intensity. As an example, “hate” is more intense than “dislike.” Communication scholars describe this variation as “Language Intensity,” and it refers to the extent to which language deviates from neutrality. The variation from neutrality can be positive or negative: just as “hate” is more intense than “dislike,” “love” is more intense than “like.”
Why It Matters: Early research suggested that more intense language was more persuasive. Recent research, however, indicates that when a speaker’s language intensity matches the expectations of the audience, the audience will see that speaker as more persuasive and message acceptance is likely to increase.
The Coaching Point: You will be more persuasive if you successfully match the intensity of your language to the expectations of your audience. As a result, the key to leveraging language intensity is making accurate assumptions about these expectations. To aid in doing so, when drafting your comments consider issues such as precedent, the overall intent of the speech or presentation, and the audience’s predisposition (a favorably predisposed audience will respond better more intense language).
A Caveat: Audiences consistently view some forms of intense language, notably obscene and profane language, as inappropriate. Indeed, studies demonstrate that audiences perceive speakers who use profanity in their persuasive appeals less favorably, and as less influential, than those who do not.
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