The ManicaPost
Morris Mtisi Education Correspondent
PLEASE be advised that these levels of language need to be grasped by every purposeful student of English Language, particularly one studying Literature in English and or English Literature. This knowledge is precious in all the art of literary appreciation or practical criticism. Every serious speaker or writer cannot do without a deep grasp of these levels of English language.
Last week I gave you two levels (altitudes) of English Language: Formal and Informal language. I promised this week I would handle the third and final level. And here we are — emotive language! Emotive language appeals to emotions and not to intellect.
Level 1: Subjectivity and objectivity
Subjectivity refers to personal bias. It is a one-sided opinion or point of view. Examples: I think he is very dull and will not make it at his new job.
The accident is unfortunate but the driver must have been speeding. These are personal views or opinions, not facts. The speaker is biased. This is not fair.
Objectivity is fair and unbiased. It takes all sides . . . considers all possibilities. It is not influenced by personal feelings and biases. Examples:
Considering how he has not acquired any qualifications and the negative comments from his previous employers about his intellectual weaknesses, he will not make it at his new job.
Based on the fatality of the accident as evidenced by the extent of the damage of the car she was driving, she must have been speeding.
Level 2: Fact and opinion
Most statements in English language are either facts or opinions. What is a fact? A fact is statement that is unquestionably true. It is definite. Examples:
Zimbabwe attained its independence in April of 1980.
There are 12 months in every year.
Zimbabwe is bordered by Mozambique to the east and Zambia to the north.
An opinion is a point of view based on the subjective or emotional conclusion or judgment of the speaker or writer.
Animal Farm is the best political satire of all times.
BBC broadcasts the most accurate news reports in the world.
Chantelle is the most beautiful girl in the class.
Level 3: Denotation and connotation
Denotation refers to the strict, straight dictionary meaning of a word. It is its literal or obvious meaning. Connotation is the emotional and figurative association surrounding a word. It conveys an attitude . . . fine-tunes meaning. May be examples illustrate this better. I wrote the letter after lessons today-denotation (I penned the letter).
I scribbled the letter (wrote the letter without due care and attention).
I jotted down the letter (I drafted the main points of the letter).
I spoke about poverty in Zimbabwe. Denotation (I discussed poverty in Zim).
I chatted about poverty in Zimbabwe. Connotation (We had a friendly talk . . . open conversation). I gossiped about poverty in Zimbabwe. Connotation (We spoke negatively about Zimbabwean poverty).
Level 4: Bias or prejudice.
Bias (prejudice) refers to a personal, pre-conceived belief not based on evident fact. This is called pre-judgment; making up a conclusion about something or someone without the facts. It is often a result of poor assumption, ignorance or generalisation.
All women you find in a cocktail bar are sex workers.
All men have a girlfriend or girlfriends somewhere out there.
Politics is a dirty game.
Level 5: Propaganda
This is a level of language aimed at persuading or brainwashing mass audiences with subjective, biased ideas, beliefs or values.
In propaganda evidence and truth are distorted to further or sustain persuasion. Even clear-cut or obvious opinions are stated as facts and these so-called facts are selectively chosen. In propaganda techniques such as emotive language, exaggeration (hyperbole), generalisations and rhetorical questions are often used. In times of war, for example, propaganda is used to justify and glorify a cause.
Please note that it is not very wrong to call advertising a form of propaganda . . . perhaps a form of subtle propaganda though the connotation are never negative or malicious.
Level 6: Sensationalism
Sensationalism refers to the deliberate use of dramatic words in order to excite, horrify, capture or attract interest.
This level of language is often used by the media, especially in headlines. Sensationalism may be found in propaganda, often in the form of untruths and insinuations (unpleasant and indirect suggestions).
