Article
Comment
General Election 24
Politics
10 min read

‘Let your yeah be yeah’: when style supplants substance

The frustrating language of politics.

Roger is a theologian and author with a particular interest in the relationship between faith and culture.

Rishi Sunak
Campaign slogans.
Newzeepk, X.

You know what it’s like. A catchy piece of music is going round and round in your head. You can’t stop it. You don’t know where it came from. And, if you did originally like it, you find yourself quickly going off it.  

Some call it ‘sticky music’, while others have labelled the phenomenon as ‘stuck song syndrome’. I prefer the more evocative ‘earworm’ as it ably expresses the experience of something both invasive and undesirable. 

On this occasion the tune was accompanied by its refrain, ‘Let your yeah be yeah, and your no be no, now’. Round and round and round it went. It’s not a song I know well, and I couldn’t even remember who sang it.  

Thankfully a quick google identified it as a top 10 single from 1971 by the Jamaican reggae trio, The Pioneers. Unfortunately, discovering that did not make it go away. 

It was not rocket science to understand what was going on inside my head. It was the first week after Prime Minister Rishi Sunak had called the election and the campaigning had begun in earnest.  

Now it’s not that my instant reaction was to do a ‘Brenda from Bristol’. Brenda, you will remember, became an internet sensation in 2017 for her memorable outburst when Teresa May called a snap election. She exclaimed, ‘You must be joking, not another one!’ No, I’m to be found more at the aficionado end of the political spectrum. 

Still, I have been finding myself increasingly exasperated over recent years. I don’t think my irritation is just about getting older and becoming more grumpy. But I do find myself frustrated by what politicians do with language and the words they choose to use. I’m annoyed by the strategies they adopt as they justify themselves and the rhetorical devices they surreptitiously employ to bolster an argument. 

Inside I find a deep longing for people to say what they mean and mean what they say. Is it too much to ask? Of course, there’s the root in my psyche, ‘let your yeah be yeah, and your no be no, now’. 

It’s not that this is some kind of naïve desire for politics to become what it never can be - some kind of genteel, educated, middle-class debating society.  

The very nature of democracy has passionate argument at its very heart. We don’t wrangle over what we agree on and hold in common. Democracy obliges our leaders to be in a mindset of perpetual persuasion towards us. 

No, for me, the nub of the problem is when emotive words are chosen to make a point that the substance of an argument can’t. Or, when rhetorical sleight of hand is deployed on an unsuspecting audience, much like the misdirection of a magician in creating the illusion of magic. 

Style supplants content and soundbites replace substance that has depth and an evidential basis. 

This is nothing new. It has been a part of our public life in the West since the classical era of Aristotle, Plato and Cicero. It was the English rhetorician Ralph Lever who, in the sixteenth century, attempted to translate the key concepts of Aristotelian logic into English in his The Arte of Reason, rightly termed, Witcraft. That is, ‘witcraft’ – the art, skill or craft of the mind, NOT ‘witchcraft’: though some might see that as an apt descriptor of the dark arts that classical rhetoric can enable. 

Aristotle, however, was clear in his understanding that the function of rhetorical skills was not to persuade in and of themselves, but rather to make available the means of persuasion. The substance of an argument was always to be more important than the manner in which it was communicated. 

It is hardly a revelation that the world of contemporary comms has been birthed in a brave new world of technology. As the American media theorist and cultural critic Neil Postman pointed out, the advent of TV introduced entertainment as the defining principle of communication and what it takes to hold our attention. 

Amusing Ourselves to Death: Public Discourse in the Age of Show Business was Postman’s 1985 era-defining commentary of how things have changed. Gone are the 2-hour long political ‘stump’ speeches and hour-long church sermons. Style supplants content and soundbites replace substance that has depth and an evidential basis. 

The speed of the internet, the ubiquity of social media and the omniscience of the algorithms have only served to distil and intensify the phenomena that Postman was concerned about. That recent history has witnessed the success that has accompanied the media experience and understanding of Boris Johnson and Donald Trump, only serves to underline the prescience of Postman’s observations.  

The ability to cut through the surrounding cacophony, engage an audience and then hold their attention long enough to communicate something of value is challenging to the nth degree. This has merely served to ramp up the intensity, exaggeration and immediacy of political speech. To impact us it must evoke an emotional response. In this anxiety and fear are the most effective drivers. 

Former Labour Prime Minister Harold Wilson was quite clear in his assessment that ‘a week is a long time in politics’. We might now consider a day, or even an hour, to be the operative chronological measure. The news cycle can turn very quickly indeed. 

Yet the underlying dynamics of communication remain. Rhetoric remains supreme. Political machines have become the masters of ‘spin’ and of the art of gaming the opportunities, language and positioning presented by contemporary media. 

As voters we should always be highly sensitive to what’s being communicated when a speaker talks about ‘us and them’, ‘ours and theirs’, ‘we and they’.

All this is in a context in which it is estimated that those in middle age have consumed an average of 30-40,000 hours of TV and some 250,000 advertisements. Britain is a media savvy society. Yet for all of this sophistication in media consumption, I remain fearful of how aware my fellow citizens are of the techniques that inform contemporary political messaging. 

The former Speaker of the House of Representatives in the United States, Newt Gingrich, provides a helpful case study. Back in 1994 he produced a notorious memo to Republican candidates for Congress entitled ‘Language: A Key Mechanism of Control’.  

Following extensive testing in focus groups and scrutiny by PR specialists he highlighted around 200 words for Republicans to memorise and use. There were positive words to associate with their own programme and negative ones to use against their opponents.  

The positive words he advocated included: 

opportunity… control… truth… moral… courage… reform… prosperity… children… family… we/us/our… liberty… principle(d)… success… empower(ment)… peace… rights… choice/choose… fair…  

By contrast, when addressing their opponents: 

decay… failure … collapse(ing)… crisis… urgent(cy)… destructive… sick… pathetic… lie… they/them… betray… consequences… hypocrisy… threaten… waste… corruption… incompetent… taxes… disgrace… cynicism… machine… 

Careful choice of words can then be layered with other strategies to construct a highly sophisticated political message.  

At a most basic level come the ever popular ‘guilt by association’ and its twin sibling ‘virtue by connexion’. Are migrants portrayed as ‘sponging off the benefits system’ or ‘filling recruitment shortfalls in the NHS, social care and industry’? Is British culture under threat of being overwhelmed or enriched by cultural diversity? 

Integral to this use of language are the various methods of ‘virtue signalling’ to a particular audience and the infamous ‘dog-whistle’ subjects and phrases to call them to heel. Tropes and labelling also play their part. On labelling, the nineteenth century statesman John Morley powerfully denigrated the practice by suggesting that it saved ‘talkative people the trouble of thinking’.   

As voters we should always be highly sensitive to what’s being communicated when a speaker talks about ‘us and them’, ‘ours and theirs’, ‘we and they’. By implication who is ‘in’ and who is ‘out’? We should be aware too when more general arguments are made that leave us, as listeners, to fill in the blanks. This hidden rhetorical manoeuvre gets us ‘onside’ by leading us to intuitively believe that the speaker agrees with us. Along the way they haven’t defined what ‘responsible government’, or ‘critical priorities’ or ‘British values’ actually are. Instead, they have left for us to supply our own definition, ensuring our agreement and support. 

To these can be added the ever more common practice of ‘gaslighting’, where information or events are manipulated to get people to doubt their own judgment, perception and sense of reality. And then there’s my favourite that the Urban Dictionary defines as a ‘Schrodinger’s douchebag’. Especially popular among populist politicians, this is where an outrageous statement is made and the speaker waits for the audience to respond. Only retrospectively do they declare whether they meant what they said or were only ‘just joking’. 

It's perhaps no surprise that Rhetorical Political Analysis is actually a thing. Academics study it and political journalists use it to sniff out any hint of obfuscation. Depressingly, in the media, this frequently descends into an unholy game of ‘bait and trap’. Politicians, for their part, then become much more guarded as they seek to side-step a ‘gotcha’ move, whether merited or not. 

… the truth will set you free’, he said. Free from the ducking and diving around our half-truths and fabrications.

So where does that leave the aspiration of ‘Let your yeah be yeah, and your no be no, now’? It may be surprising to some that The Pioneers’ song about a troubled love affair is directly quoting Jesus’ Sermon on the Mount. But Jesus’ focus is not about romance here. 

What he is talking about is truthfulness, authenticity and integrity. Say what you mean and mean what you say. For Jesus, truth and truthfulness was at the very centre of his own identity. Indeed, in Christian theology Jesus is the ‘word made flesh’, the ‘exact representation’ of who God is and what he is like. Jesus then advocates what he embodies: an alignment and integration of who we are, with what we say and what we do. 

This has to be the foundation for authenticity and integrity. These are the very principles that are so highly prized in the political arena, and yet so quickly abandoned in the maelstrom of the conflicting demands of public life.  

Jesus advocated living a truthful life, not least because of its liberating outcomes, ‘… the truth will set you free’, he said. Free from the ducking and diving around our half-truths and fabrications. Free from the fear of being found out or the implications of the ever-deepening holes to be dug. Free to be ourselves and have all the bits of our lives fit together as one. 

This has to be the principle to live by, the standard to benchmark, the way of life to aspire to. It’s no coincidence that integrity and honesty are two of the seven Nolan principles that inform the UK government’s Committee on Standards in Public Life

But the fact is we know the world to be a complicated place. We are not always the people we long to be. In the church’s liturgy the prayer of confession calls out our challenges. We miss the mark ‘through negligence, through weakness, [and] through our own deliberate fault.’ 

The reality is that, while we aspire to be the best that we can be, we also need to be alive to alternative realities. Our political processes can throw up flawed actors, bad actors and nefarious actors. They present very differently, yet we must always read through what is being communicated to access what is being said. 

Life is complicated. There are many different ways to legitimately tackle the issues that we face as a country. Always there are trade-offs. Frequently the future turns out to be different to what has been predicted. Ultimately there are too many variables. 

The 2024 General Election has proven to be refreshingly different. Neither Rishi Sunak nor Keir Starmer are as natural or charismatic in front of a camera as some of their predecessors.  

It rained on the Prime Minister when he announced the election without an umbrella and the day after took him to the Belfast shipyard where the Titanic was built. Such gaffes are reassuringly human. Labour’s tragically cack-handed approach to Diane Abbott and whether she could stand for election as MP for Hackney North & Stoke Newington where she faithfully served for 37 years is in a similar vein. 

Yet, through it all it is worth noting Laura Kuenssberg’s comments for the BBC. 

Both leaders inspire unusual loyalty among their teams. They are often praised by those who work with them as being warmer than they appear on camera: staffers describe them as decent family men, who take their jobs incredibly seriously and work incredibly hard. 

I find this remarkably encouraging. In the meantime, that song keeps going round in my head. 

‘Let your yeah be yeah, and your no be no, now’.  

Please make it stop. 

Essay
Comment
Politics
War & peace
7 min read

What it takes to travel from ceasefire to peace

With Bertie Ahern, Kevin Hargaden explores an unlikely journey.

Kevin is a social theologian studying ethics and economics.

A TV graphic labelled 'ceasefire' lists bullet points
How the news was reported in 1994.
RTE.

August 31st marks the thirtieth anniversary of the historic IRA ceasefire. After decades of effective civil war in Northern Ireland, on this day in 1994, the nationalist paramilitary force announced “the complete cessation of military operations” and declared that they looked forward to a just and lasting settlement with “a spirit of determination and confidence”. While not without interruptions, that ceasefire has led to more than just a cessation of conflict. While still fragile, Northern Ireland has a functioning parliament, closer ties than ever with the Republic of Ireland, and the dissident threat – still present – is marginalised. 

One of the remarkable elements of that day at the end of summer 1994 was how unlikely it seemed just a year before. The intensity of “The Troubles”, as the conflict is called, varied over the years but a series of atrocities in 1993 left an already traumatised population in a state of desperation. In March of that year, the IRA exploded bombs in the market town of Warrington. This callous attack clearly sought to strike terror into the hearts of English civilians – people who had no real connection to whatever injustices had been inflicted on the nationalist communities of Northern Ireland. Two children, Jonathan Ball and Tim Parry, were killed and almost sixty people were injured.  

Another IRA bombing, in October of that year, caused outrage and disgust across Britain and Ireland. Again, hitting a civilian population, the Shankill Road bombing had been intended to target Loyalist leaders but ended up devastating a fishmongers. Ten people were killed.  

Brutal responses followed from the Loyalist side. Five days after the Warrington bomb, the Ulster Defence Association murdered four construction workers and a week after the Shankill Road bombing the same organisation descended upon a Halloween party held in a bar in rural Derry, killing 8 people and leaving 12 with dire injuries.  

Along with many other atrocities, the year ended with most people on the island dreading another generation of pointless violence. But below the surface, intense grassroots efforts and official negotiations were beginning to bear fruit.  

The viewer is bound to see the peace process that emerged as a kind of miracle. How could forgiveness reign in the face of such savagery? How can a society build a future out of the wreckage of such a past? 

This story is told vividly in the BBC documentary Once Upon a Time in Northern Ireland. Spread across five episodes, the show does not intend to offer an encyclopaedic analysis of how the Troubles emerged. Instead, it focusses on the experiences of the ordinary people embroiled – whether intentionally or not – in the conflict. The effect is deeply moving, even overwhelming at times.  

So often, our culture engages with war and conflict as abstract concepts to be debated. Even in the context of active, live battle, we are typically presented with “talking heads” offering expert opinion. But in Once Upon a Time in Northern Ireland you get to hear from the people who planned the attack, or who conducted the arrests, or who were just trying to buy some fish for dinner when a bomb exploded in the shop. This direct testimony from those were caught up in the Troubles allows the viewer a visceral understanding of what is at stake, without having to understand the centuries of colonialism, conflict, and oppression that generated the civil war. That human trauma, that is glimpsed in great poetry or felt as an echo in a folk song is captured in this series directed by the award-winning James Bluemel. 

There is a stubborn misunderstanding that the Northern Irish conflict was “Catholics against Protestants”. Once Upon a Time in Northern Ireland disposes of this myth, if in part by showing how those two groups were never distinct. It was a complex conflict fuelled by land and ideology, traumatic history and conflicting cultures. Religion was a component of course, but expressed through the lens of sectarianism, the almost racial animosity that grew up between the opposing tribes, the marker that differentiated them. When one man, named Michael, is shown tending gently to the racing pigeons he keeps, the effect is incongruous in the extreme because his story is one of unimaginable despair.  

He was raised Catholic; his mother was Protestant. She had ten children. And one day, two women showed up at their home and took his mother away and she never returned. The IRA killed her. It wasn’t because of her views on Papal primacy or biblical authority. Something even more absurd and terrifying was at work here, a hatred that at some point did not even need justification.  

The consequences of each callous and brutal attack rippled outwards, affecting not just the victims but their loved ones and then their community. By the end of the five episodes the viewer is bound to see the peace process that emerged as a kind of miracle. How could forgiveness reign in the face of such savagery? How can a society build a future out of the wreckage of such a past? 

That was their baseline assumption throughout – no one at the table was “happy with the fact that thousands of people had been killed and maimed.” 

This exposes one of the limitations of the format of the series. By placing the perspectives of ordinary people at the centre of the narrative, profound truths are exposed. But the mundane details of how the peace process developed – why it was the IRA agreed to a ceasefire and how things developed from there to the Good Friday Agreement and the years since – are unaddressed. Perhaps a sequel is required where the politicians and diplomats who made that possible are given the chance to tell that story? 

One of the undoubted architects of peace in Northern Ireland is Bertie Ahern, who was the Taoiseach (Prime Minister) of the Republic of Ireland from 1997-2008. I sat down with him to do just that – to hear his recollections of the process that brought about peace. Since his youth, he had always taken a keen interest in Northern Ireland – “I took a particular interest in the Civil Rights movement when we were in school; that was before it got into the violence.” Raised in a Republican family just north of Dublin city centre, once the Troubles began, it was hard “not to be subsumed into everything that was happening on the island.” As he became a political leader, he was keenly aware of how the violent conflict exacerbated underlying problems – even his vision for economic regeneration in the Republic was blocked because “part of the reason that it was difficult to get investment and to get people to come here was the Troubles.” 

As he remembers the process, it would be misleading to think it popped out of nowhere in the 1990s. There had been attempts through the years, notably with the Sunningdale Agreement in 1973 and the Anglo-Irish Agreement of 1985, but also through less publicised conversations between the peacemakers and paramilitaries, like the conversations led by Fr Gerry Reynolds at Clonard Monastery – which began to generate movement. He attributes the ceasefire to the Downing Street Declaration that was orchestrated by the British Prime-minister John Major and Ahern’s then boss, Taoiseach Albert Reynolds, on December 15, 1993. That showed a serious willingness from London to engage, and the 1994 ceasefire was the result.  

But when the ceasefire broke down in 1996, all that work dissipated. “That was a disaster, really.” With the election of Tony Blair, Ahern suggested they “take it up again”. With a concerted focus – “I was nearly doing the Northern stuff full-time” – progress was restored. He remembers that the negotiations involved ten different parties, including the British and Irish governments and the active and influential participation from the American government and “went on practically non-stop from September 1997 to Good Friday 1998.” The strategy sought to be as inclusive as possible – “we would try and get everyone in” – and “to be as comprehensive on the issues” as possible, so that no issue was off the table. Patience and resilience were central. Although there was “a huge amount of conversation and talks up to Christmas, it didn’t really gather momentum until February.” 

With the “totality of all the issues out on the table”, the dialogues began to bear fruit. How draconian legislation might be rolled back, how paramilitary prisoners could be released, how demilitarization would proceed and how the police could be reformed. He remembers that negotiations on that question – the reform of the corrupt Royal Ulster Constabulary police force – went on deep into the Good Friday night, April 10th. When an obstacle appeared, the London and Dublin governments reminded people of the goal of stopping the violence. That was their baseline assumption throughout – no one at the table was “happy with the fact that thousands of people had been killed and maimed.” The second guiding principle was that “you have to try to treat everyone with dignity, regardless of what views they have.” And slowly, rapport was built up between people who had been combatants.  

When the agreement was finalised, a kind of euphoria followed. “That week we were just at it night and day; we had been at it night and day since March.” But the celebrations, as intense as they were, did not linger. The agreement had to be passed by popular referendum in both the North and the Republic of Ireland. And the work continued even after that. Ahern notes that it took years to achieve an agreement “and then another ten years to implement it”.  

But the effort was undeniably worth it. “I think the big success of the Good Friday Agreement was that the Troubles have by and large ended.” And the story of how that happens traces back to a cassette tape released in August 1994 announcing the IRA ceasefire.