Public Speaking

150 CHAPTER 12^ Choosing Effective Language

•   Cultural and gender diversity: Across many cultures, women use more polite and

precise forms of speech than men do. In some languages, such as Japanese,

women and men use different words for some of the same objects.^3

In the study of rhetoric, language falls within the canon of style, which is the

focus of this chapter. First, it looks at ways our vocabularies both reveal and express

cultural assumptions. Next, it provides tips for effective language choices in public

speeches. Finally, it discusses language issues in linguistically diverse settings.

Languages and Culture

Languages are systems of verbal symbols that members of a speech community use

to share ideas. Some symbols are visual; for instance, a country’s flag stands for that

country. But more commonly we use verbal symbols or words to express cultural ideas.

Co-cultures often use both the larger culture’s vocabulary and terminology that is

unique to their group.

Words and Meaning

Think of words as the names we give our “cultural memories.” They serve as “markers

of cultural attention”^4 or^ of^ shared^ experiences^ we^ consider^ significant^ enough^ to^ name.^

The theorist Kenneth Burke explains that when we learn to

“name,” we assume a perspective on the world^5 because^ our^

labels form our social realities.

For example, English has many time-related words such as

hours, minutes, milliseconds, tomorrow, and eternity; in contrast, the

Hopi language has no word that means later.^6 This^ suggests^ that^

English-speaking cultures are much more time conscious than

Hopi culture.

Cultural changes bring about linguistic changes. The Oxford

English Dictionary updates four times a year and recently added

or revised  900  words including bestie and bookaholic.^7 In^ the^ last^

few decades gridlock, serial killer, microchip, and junk food reflected

cultural changes. In basketball, slam dunk and air ball became

common terms.^8 When^ your^ grandparents^ were^ growing^ up,^

microchips or slam dunks or junk food didn’t exist or weren’t

important enough to name.^9 Languages^ also^ change^ over^ time,^

as you notice every time you read a Shakespearean play. Without

footnotes, the archaic words are difficult to understand.

Denotative Meanings

The denotative meaning—the meaning you find in a

dictionary—is what the word names or identifies. Ambiguous

words, by definition, have more than one meaning, For instance,

the word range could denote many things:

•   A vocal range

•   A mountain range

•   A shooting range

•   An electric range for cooking

Read, highlight, and take
notes online.

language verbal code
consisting of symbols that
a speech community uses
for communication

word verbal symbol that
stands for or represents
an idea

denotative meaning what a

word names or identifies

ambiguous words identify

more than one object or idea;

its meaning depends on the

context

Because both the words range and open are ambiguous,
they each have several meanings. Substituting one
meaning for another can be humorous.

© 2008 Jason O.

Wa

tson. All rights reserved.

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