VOICEBOX with David Coury

Should Sarah Hopey Changey?

February 7th, 2010

Sarcasm can be an effective communication tool when there is a certain familiarity between the speaker and listener. So it’s so mystery why Sarah Palin’s sarcastic, mocking tone was a hit with the Tea Party during yesterday’s speech in Nashville. Now. if the goal is only to reach those who are already on your side, then Sarah remains golden. If the goal is to sway/enlighten, unite and lead, then Sarah’s voice and speech lack the Midas touch. When there is less or no familiarity/agreement between speaker and listener, sarcasm reads as verbal aggression and can be hurtful. The nature of sarcasm is using words to say the opposite of what you mean. With those listeners who need convincing, saying the opposite of what you mean is, as the very least, confusing and, at its most ineffective, the “tone” calls into question your trustworthiness. Sarcasm as humor is a great tool in breaking the ice in day-to-day relationships (new or otherwise) but there must be some agreement on some level between speaker and listener or you’re not starting out on completely solid ground. Cut to the political stage nationally. The audience not yet yours hears this humor as everything from “not funny” and “arrogant” to “clown-like.” Not what you should be going for if the immediate goal is to influence as many people as possible. And make no mistake about it, the only purpose of a political speech is to influence. Something that also needs to be considered is that not all people’s brains have the capacity to decipher sarcasm. Not a personal choice. It’s neurological.
Soundbites like yesterday’s “how’s that hopey changey thing workin’ for ya?” are pristine, as you need them and want them in today’s viral, 24-hour news cycle. Obama needs and should want a few of his own out there right about now. But here’s what doesn’t work about the Palin bite: the bite and its tone are the message. The empty bite fires up the fans but doesn’t “getchya” new ones. It alienates and becomes a voice not rising above the din but just adding to it. Bottom line, substantive (solution-based) speech, cleverly and expertly combined with sarcasm, — a bite with bite, if you will — is lethal.

Entry Filed under: SOUND ADVICE