And this is a key point, one which, having been raised without a television, it took me a while to recognize: the overwhelming majority of people today were trained in the process of making up their minds by advertisers. They also picked up the art of persuasion, not from classic texts of reason, but from advertising. As a result, many people fail to demonstrate genuine literacy in understanding and creating reasoned arguments, but are adept at producing advertising copy for their impressions. They have been taught both to process and to persuade using impressions. I think that Josh Strodtbeck expresses this well (I’ve quoted this before):
Then there’s this other type of person. As nearly as I can tell, they seem to create collages in their mind as they read. Turns of phrase here and individual metaphors there get thrown into different places in the collage until they have what appears to them to be a fairly complete picture, then they react to the picture in more of a qualitative way (this reaction is usually emotional since they don’t really do “critiquing logic” or “refuting ideas”). This sort of person really doesn’t do very well at all with complex writing, especially writing that goes in directions they’re not used to. In my experience, explaining what I wrote to a person like this is a lost cause. I inevitably find myself repeating ideas over and over, quoting my own text, and dissecting my own grammar to prove to this sort of person that I said what I actually said. If your audience is this sort of person, you need to be extremely careful in how you choose your individual words and phrases, or you will set off a negative emotional reaction that makes further communication impossible.
If you read many blogs, especially from a certain brand of progressive evangelical, you will notice similar styles of writing and thinking in operation. Sentences are brief, there are numerous single sentence paragraphs, sentences in bold, or fragmented statements. Anecdotes and engaging narratives are consistently employed. Rhetorical questions, potent images, and controlling metaphors are used extensively. Such writing typically persuades by getting the reader to feel something. The responses to such pieces are almost always emotive and affirming, very seldom critical (and critical responses are hardly ever interacted with carefully).
In an age dominated by advertising and the manipulation of feelings for the purpose of persuasion, the proliferation of conversational and self-revelatory styles of discourse, designed to capture people’s feelings, where logical argumentation once prevailed, shouldn’t surprise us. Where persuasion occurs through feeling, truth becomes bound up in the authentic communication of the ‘self’ and its passion, rather than in the more objective criteria of traditional discourses, where truth was tested by realities and practices outside of ourselves. This is truth in the mode of sharing one’s personal ‘sacred story’.
It is for this reason that narrative, anecdote, metaphor, and potent images are so important for such approaches. All of these are non-argumentative ways of drawing and inviting you, the reader, into the feelings of the text. They also serve as ways of avoiding direct ideological confrontation and engagement. By couching what would otherwise have to be presented as a theological argument in an impressionistic narrative they make it very difficult to frame disagreements. The most effective communicators of this type tend to be those who elicit and direct feelings most consistently. It can almost be as hard to have reasonable argument with such people than it would be to argue with an advert.
You can read the whole thing here (it’s excellent but very long!).