Publicistic Style

The publicistic style is used in public speeches and printed public works which are addressed to a broad audience and devoted to important social or political events, public problems of cultural or moral character.

It falls into three varieties, each having its own distinctive features. Unlike other formal styles, the publicist style has spoken varieties, in particular, the oratorical sub-style. The development of radio and television has brought into being a new spoken variety – the radio and television commentary. The other two are the essay and articles in newspapers, journals and magazines.

The general aim of the publicist style is to exert influence on public opinion, to convince the reader or the listener that the interpretation given by the writer or the speaker is the only correct one and to cause him to accept the point of view expressed in the speech, essay or article not merely by logical argumentation, but by emotional appeal as well.

This brain-washing function is most effective in oratory, for here the most powerful instrument of persuasion is brought into play: the human voice. Due to its characteristic combination of logical argumentation and emotional appeal, the publicistic style has features in common with the style of scientific prose or official documents, on the one hand, and that of emotive prose, on the other. Its coherent and logical syntactic structure, with an expanded system of connectives and its careful paragraphing, makes it similar to scientific prose. Its emotional appeal is generally achieved by the use of words with emotive meaning, the use of imagery and other stylistic devices as in emotive prose. The publicistic style also has some elements of emotionally coloured colloquial style as the author has no need to make their speech impersonal (as in scientific or official style), but, on the contrary, he or she tries to approximate the text to lively communication, as though they were talking to people in direct contact.

Oratory and Speeches

The oratorical style is the oral subdivision of the publicistic style. The most obvious purpose of oratory is persuasion, and it requires eloquence. This style is evident in speeches on political and social problems of the day, in orations and addresses on solemn occasions as public weddings, funerals and jubilees, in sermons and debates and also in the speeches of counsel and judges in courts of law.

The sphere of application of oratory is confined to appeal to an audience and therefore crucial issues in such spheres as science, art, or business relations are not touched upon.

Direct contact with the listeners permits the combination of the syntactical, lexical and phonetic peculiarities of both the written and spoken varieties of language. In its leading feature, however, the oratorical style belongs to the written variety of language, though it is modified by the oral form of the utterance and the use of gestures.

Certain typical features of the spoken variety of speech present in this style are:

a) direct address to the audience by special formulas (Ladies and Gentlemen!; My Lords! – in the House of Lords; Mr. Chairman!; Honourable Members!; Highly esteemed members of the conference!; or, in less formal situation, Dear Friends!; or, with a more passionate colouring, My Friends!). Expressions of direct address can be repeated in the course of the speech and may be expressed differently (Mark you! Mind!).

b) special formulas at the end of the speech to thank the audience for their attention (Thank you very much; Thank you for your time).

c) the use of the 1st person pronoun we; 2nd person pronoun you: We hold these Truths to be self-evident, that all Men are created equal, that they are endowed by their Creator with certain unalienable Rights, that among these are Life, Liberty, and the Pursuit of Happiness…(Th. Jefferson, The Declaration of Independence).

d) the use of contractions I’ll; won’t; haven’t; isn’t and others: We’re talking about healing our nation. We’re not talking about politics. We’re all here to do everything in our power to save lives… I’m here to thank you for hearing that call. Actually, I shouldn’t be thanking you, I should be thanking a Higher Power for giving you the call (George W. Bush).

e) features of colloquial style such as asking the audience questions as the speaker attempts to reach closer contact: Sometimes it is said that man cannot be trusted with the government of himself. Can he, then, be trusted with the government of others? Or have we found angels in the forms of kings to govern him? (Th. Jefferson), or calling upon the audience: Let us then, with courage and confidence, pursue our own federal and republican principles (ibid).

Like the colloquial style, oratory is usually characterized by emotional colouring and connotations, but there is a difference. The emotional colouring of the publicist style is lofty – it may be solemn, or ironic, but it cannot have the “lowered” connotations (jocular, rude, vulgar, or slangy) found in colloquial speech. The vocabulary of speeches is usually elaborately chosen and remains mainly in the sphere of high-flown style:

Four score and seven years ago our fathers brought forth on this continent, a new nation, conceived and so dedicated in Liberty, and dedicated to the proposition that all men are created equal.
Now we are engaged in a great civil war, testing whether that nation, or any nation so conceived, can long endure. We are met on a great battle-field of that war. We have come to dedicate a portion of that field, as a final resting place for those who here gave their lives that that nation might live. It is altogether fitting and proper that we should do this (A. Lincoln, The Gettysburg Address).

The stylistic devices employed in the oratorical style are determined by the conditions of communication. If the desire of the speaker is to rouse the audience and to keep it in suspense, he will use various traditional stylistic devices. Stylistic devices are closely interwoven and mutually complementary thus building up an intricate pattern. For example, an antithesis is framed by parallel constructions, which, in their turn, are accompanied by repetition, while a climax can be formed by repetitions of different kinds.

But, in a larger sense, we cannot dedicate – we cannot consecrate – we cannot hallow this ground. The brave men, living and dead, who struggled here, have consecrated it, far above our poor power to add or detract. The world will little note, nor long remember what we say here, but it can never forget what they did here. It is for us the living, rather, to be dedicated here to the unfinished work which they who fought here have thus far so nobly advanced. It is rather for us to be dedicated to the great task remaining before us – that from these honoured dead we take increased devotion to that cause for which they gave the last full measure of devotion – that we here highly resolve that these dead shall not have died in vain – that this nation, under God, shall have a new birth of freedom – and that the government of the people, by the people, for the people, shall not perish from the earth (A. Lincoln).

As the audience rely only on memory, the speaker often resorts to repetition to enable his listeners to follow him and retain the main points of the speech. Repetition is also resorted to in order to persuade the audience, to add weight to the speaker’s opinion. The following extract from the speech of the American Confederate general, A.P. Hill, on the ending of the Civil War in the U.S.A. is an example of anaphoric repetition:

It is high time this people had recovered from the passions of war. It is high time that counsel were taken from statesmen, not demagogues… It is high time the people of the North and South understood each other and adopted means to inspire confidence in each other.

A mere repetition of the same idea and in the same linguistic form may bore the audience and destroy the speaker-audience contact, therefore synonymous phrase repetition is used instead, thus filling up the speech with details and embellishing it, as in this excerpt from a speech on Robert Burns:

For Burns exalted our race, he hallowed Scotland and the Scottish tongue. Before his time we had for a long period been scarcely recognized; we had been falling out of recollection of the world. From the time of the Union of the Crowns, and still more from the legislative union, Scotland had lapsed into obscurity. Except for an occasional riot, or a Jacobite rising, her existence was almost forgotten. (All those different phrases simply repeat the idea “ nobody knew us, Scots, before”).

Repetition can be regarded as the most typical stylistic device of the English oratorical style. Almost any piece of oratory will have parallel constructions, antithesis, climax, rhetorical questions and questions-in-the-narrative. It will be no exaggeration to say that almost all typical syntactical devices can be found in English oratory. Questions are most frequent because they promote closer contact with the audience. The change of intonation breaks the monotony of the intonation pattern and revives the attention of the listeners:

No? You don’t want to leave the U.N. to the Europeans and Russians? Then let’s stop bellyaching about the U.N., and manipulating our dues, and start taking it seriously for what it is – a global forum that spends 95 percent of its energy endorsing the wars and peacekeeping missions that the U.S. wants endorsed, or taking on the thankless humanitarian missions that the U.S. would like done but doesn’t want to do itself. The U.N. actually spends only 5 percent of its time annoying the U.S. Not a bad deal! (Thomas L. Friedman. The New York Times, May 29, 2001)

The desire of the speaker to convince and to rouse his audience results in the use of simile and metaphor, but these are generally traditional ones, as fresh and genuine stylistic devices may divert the attention of the listeners away from the main point of the speech. Besides, unexpected and original images are more difficult to grasp and the process takes time.

In political speeches, the need for applause is paramount, and much of the distinctive rhetoric of a political speech is structured in such a way as to give the audience the maximum chance to applaud. One widely used technique is an adaptation of an ancient rhetorical structure – the three-part list: X, Y, and Z. These lists are not of course restricted to politics only: signed, sealed and delivered; Father, Son, and Holy Spirit; Tom, Dick, and Harry; the truth, the whole truth, and nothing but the truth; this, that, and the other.

Such lists, supported by a strong rhythm and a clear rising + falling intonation sequence, convey a sense of rhetorical power, structural control, and semantic completeness. They are widely used in formal writing. And they are especially common in political speeches, where the third item provides a climax of expression which can act as a cue for applause.

In an acclaimed study of speech and body language in political speeches, using videotaped data, specialists found such instances:

Governor Wallace: and I say segregation now, segregation tomorrow, and segregation forever.
Norman Tebbit: Labour will spend, and borrow and borrow, and tax and tax.
Tony Ben: and they kill it secretly, privately, without debate.

History and literature provide numerous examples:

Abraham Lincoln: Government of the people, by the people, for the people.
Mark Anthony: Friends, Romans, Countrymen…
Winston Churchill: This is not the end. It is not even the beginning of the end. But it is perhaps the end of the beginning.

And even crowds use tripartite sequences: Lone voice: Maggie, Maggie, Maggie. Crowd: In, in, in.

Consider the prosodic pattern of a fragment of the speech delivered by Margaret Thatcher at the Conservative Party Conference in 1980. (Pauses are shown in seconds or tenth of a second; stressed words are underlined; pitch jumps are shown by arrows): This week has demonstrated (0,4) that we are a party united in б purpose (0,4), strategy (0,2) and reвsolve. Audience: Hear, hear (8,0). (After M. Atkinson, 1984.)

In the House of Commons, as in other government chambers, the period set aside for MPs to put questions to ministers is a linguistic game par excellence. The formal asking of a question is a chance to do several things – to focus public attention on an issue, express identity with a party political line, or cause trouble for the ‘other side’. It is a chance to get oneself noticed, settle old scores, or repay a constituency debt. Just occasionally, it is a real question, to which the questioner wishes to receive a real answer. Parliamentary questions are asked for a reason, which are often little to do with the semantic content of the question and more to do with the kind of confrontation which is taking place.

Skilled politicians can resort to several techniques in order to evade an awkward question e.g. to ignore the question, to decline to answer it, or acknowledge it without answering it, etc.

The questions politicians receive are rarely straightforward, but are preceded by a series of often unclear and controversial claims. This can be seen in the analysis of one question which was addressed to a cabinet minister during a radio interview.

Well now – when Mr. Helistine protested at the cabinet meeting on December 12th – over the fact that Mrs. Thatcher had cancelled this meeting on December 13th – he raised a protest – which as you know – in his resignation statement he said – he said wasn’t recorded in the cabinet minutes – and now he’s gone back and said that he wants that protest recorded – can you say –as –as a bit of an expert on the constitution – probably more than a bit of an expert – can you honestly say – as a member of the cabinet – that you were happy that Mrs. Thatcher allowed proper discussion by all the cabinet in detail of this very important decision for defence?

Elucidating the content of this question brought to light 20 possible issues, among them

Presuppositions for the validity of the question: There was a decision on defence. The decision was important. The cabinet did not properly discuss the decision…
Assertions about others: Thatcher cancelled the cabinet discussion. Helistine protested the cancellation. Somebody omitted the protest from the record…
Attributions about respondent: You are an expert on the constitution. You are a member of the cabinet…
Propositions in question: Thatcher allowed discussion. Thatcher allowed discussion in detail…
Questions to be answered: do you agree that some/all propositions are true? Can you agree that some/all propositions are true and be honest about it?
Yes
No

Of course, no one would have reached cabinet minister rank who would use such one-word answers by way of reply. What the questioner will receive is better categorized as a response rather than an answer.

The Essay

This genre in English literature dates from the 16th century, and its name is taken from the short “Essays” (=experiments, attempts) by the French writer Montaigne, which contained his thoughts on various subjects. An essay is a literary composition of moderate length on philosophical, social or literary subjects, which preserves a clearly personal character and has no pretence to deep or strictly scientific treatment of the subject. It is rather a number of comments, without any definite conclusions. Consider an extract from Ben Johnson (16th century):

Language most shows a man; speak, that I may see thee. It springs of the most retired and in most parts of us, and is the image of the parent of it, the mind. No glass renders a man’s form or likeness so true, as his speech, and, as we consider features and composition in a man, so words in language. Some men are tall and big, so some language is high and great. Then the words are chosen, the sound ample, the composition full, all grace, sinewy and strong. Some are little and dwarfs; so of speech, it is humble and low; the words are poor and flat; the members are periods thin and weak, without knitting or number.

Nowadays an essay is usually a kind of feature article in a magazine or newspaper. Essays are written commonly by one and the same writer or journalist, who has cultivated his own individual style. Some essays, depending on the writer’s individuality, are written in a highly emotional manner resembling the style of emotive prose (Hail, Nickel. Mother of Murder! Blessed destroyer of human flesh! Balm of twenty-six million corpses in six years! D. Cusack), others resemble scientific prose and the terms review, memoir, or treatise are more applicable to certain more exhaustive studies: Taking English Poetry in the common sense of the word, as a peculiar form of the language, we find that it differs from prose mainly in having a regular succession of accented syllables. In short it possesses metre as its characteristic feature…(S. Maugham).

The essay on moral and philosophical topics in modern times has not been so popular, probably because a deeper scientific analysis and interpretation of facts is required. The essay in our days is often biographical; people, facts and events are taken from life. These essays differ from those of previous centuries – their vocabulary is simpler and so is their logical structure and argumentation. But they still retain all the leading features of the publicist style.

The most characteristic language features of the essay, however, remain

1. brevity of expression;

2. the use of the first person singular, which justifies a personal approach to the problems treated;

3. a rather expended use of connectives, which facilitates the process of grasping the correlation of ideas;

4. the abundant use of emotive words;

5. the use of similes and metaphors as one of the media for the cognitive process.

In comparison with the oratorical style, the essay aims at a more lasting, hence at a slower effect. Epigrams, paradoxes and aphorisms are comparatively rare in oratory, as they require the concentrated attention of the listener. In the essay they are commoner, for the reader has an opportunity to make a careful and detailed study both of the content of the utterance and its form.

ACTIVITIES

Questions

1. What is the aim of the publicistic style?
2. What are the spoken varieties of the publicistic style?
3. What common features does the publicistic style have in common with scientific prose? with emotive prose?
4. List the distinguishing features of the publicistic style.
5. Describe the typical features of the spoken variety of speech present in the oratorical style.
6. Why do orators often resort in their speeches to repetition as stylistic device? What other devices does it usually accompany?
7. How would you explain the fact that the speakers in their oratories use traditional simile and metaphor and rarely original and unexpected images?
8. What differentiates the essay as a literary form from other varieties of the publicistic style?
9. Describe the characteristic features of the essay.
10. What rhetorical technique is used in political oratory?

Exercises:

1. Comment on the peculiarities of the publicistic style in the following public speech. State the syntactical and stylistic devices used. Point out the cases of metaphor, high-flown words, words of emotive meaning.

Mr. Chairman, Ladies and Gentlemen:
It is indeed a great and underserved privilege to address such an audience as I see before me. At no previous time in the history of human civilization have greater problems confronted and challenged the ingenuity of man’s intellect than now. Let us look around us. What do we see on the horizon? What forces are at work? Whither are we drifting? Under what mist of clouds the future stand obscured?
My friends, casting aside the raiment of all human speech, the crucial test for the solution of all these intricate problems to which I have just alluded is the sheer and forceful application of those immutable laws which down the corridor of Time have always guided the hand of man, groping, as it were, for some faint beacon light for his hopes and aspirations. Without these great vital principles we are but puppets responding to whim and fancy, failing entirely to grasp the hidden meaning of it all. We must re-address ourselves to these questions which press for answer and solution. The issues cannot be avoided. There they stand. It is upon you, and you, and yet even upon me, that the yoke of responsibility falls.
What, then, is our duty? Shall we continue to drift? No! With all the emphasis of my being I hurl back the message No! Drifting must stop. We must press onward and upward toward the ultimate goal to which all must aspire.
But I cannot conclude my remarks, dear friends, without touching briefly upon a subject which I know is steeped in your very consciousness. I refer to that spirit which gleams from the eyes of a new-born babe, that animates the toiling masses, that sways all the hosts of humanity past and present. Without this energizing principle all commerce, trade and industry are hushed and will perish from this earth as surely as the crimson sunset follows the golden sunshine.
Mark you, I do not seek to unduly alarm or distress the mothers, fathers, sons and daughters gathered before me in this vast assemblage, but I would indeed be recreant to a high resolve which I made as a youth if I did not at this time and this place, and with the full realizing sense of responsibility which I assume, publicly declare and affirm my dedication and my consecration to the eternal principles and receipts of simple, ordinary, commonplace justice.

(The example is borrowed from R. D. Altick. Preface to Critical Reading. Holt, N. Y., 1956, pp. VII – VIII.)

2. Analyze the above speech from the state point of the ideas it conveys. What is the aim of the speaker? What is he proposing to the audience? What reaction does he expect? What is the subject that “cannot be untouched? Are the stated questions answered? Are the devices used motivated? Are they organically connected with the utterance? Does the form dominate context? What is the eloquence of the speech used against? Is this a perfect specimen of the oratorical style or a masterpiece of eloquent emptiness and verbosity?

By Galina Goumovskaya

to be continued