Opinion: In an election year, the ability of voters to understand policy language is more important than ever
With half the world's population heading to the polls in 2024, and Ireland alone preparing for three elections within the next twelve months, there has never been a better time to focus on understanding how politicians use policy language to achieve their goals, online and off.
When politicians talk or write about policy, they are doing more than just relaying information. Their words may be carefully crafted to sway our opinions, put our worries at ease or distract us from specific issues. The language they choose and how they use it can heavily influence our thoughts and feelings. That is why it's essential to dig deeper and analyse policy language - doing so allows us to see through the smoke and mirrors, and truly understand not just what is being said, but why and how it's being said.
The language used in policies plays a crucial role in conveying the intended message and impact. Policies that utilise clear and detailed language promote transparency and ensure we understand the implications. Conversely, policies that use ambiguous language may distract from the actual intentions of the policy. The passive voice in policy writing ("it will be implemented") can also create ambiguity and confusion around who is responsible for its enactment, impacting accountability and transparency. On the other hand, the active voice ("the Government will implement") provides clarity and transparency regarding the responsible party, enabling accountability and promoting transparency.
Using the pronoun "we" is also a strategic approach in policy language. By framing policy decisions in terms of a collective "we," politicians or policymakers can foster a sense of shared responsibility and involvement in the decision-making process. However, it is important to recognise that using "we" can also be a strategy to suggest wider support or consensus where it may not exist. Additionally, using "we" can introduce vagueness about who is specifically responsible for the successful implementation and outcomes of the policy, making it harder to hold any entity accountable if the policy goals are not achieved.
Policies also require a careful balance between technical language and simplified terminology. Technical jargon may enhance a policy's sophistication, but can also confuse those not well-versed in the specific vocabulary. Conversely, simplified language can make policies more accessible, but may oversimplify complex issues.
Words with strong emotional connotations can significantly influence your perception of a particular policy. Hence, it is crucial to identify such language to ascertain if the policy is being presented or framed in a way intended to elicit a specific response.
Terms such as "must," "may," "should," and "could", known as modal verbs, can assist in determining the level of certainty regarding policy outcomes being proposed. To better understand this concept, consider the difference between "You must leave out the bin" and "You should leave out the bin." The use of modal verbs results in two different levels of commands.
How a policy is structured — how the ideas are organised and the arguments flow — can provide valuable insights into its key messages. The most important messages are usually placed at the beginning of each section or highlighted in eye-catching captions.
The emergence of social media platforms like TikTok and Instagram has led to changes in the way policies are communicated. While this approach allows politicians to engage a broad audience quickly, using social media to communicate policies also comes with challenges. Social media favours snappy, punchy content and the consequence of this can lead to oversimplification of policy. This, in turn, can create a challenge for the policy consumer, who may need help to fully comprehend the implications of a policy when crucial details are omitted. While attractive visuals and catchy sound bites may garner attention, they, too, can often detract from the policy's details.
Posts on platforms like X and Threads require concise and impactful language to communicate policy details effectively. Promotional language emphasising benefits and key points is commonly used to make the information understandable. On platforms like TikTok and Instagram, policy language differs due to the nature of these mediums. Videos and reels offer more dynamic ways to engage audiences through personalised spoken language, captions, and background music. The language in these videos tends to be more conversational and relatable, aiming to form a personal connection with viewers. Captions are also often utilised to highlight important points and maintain viewer attention. Despite these differences, the overall goal remains the same: to promote policies in an accessible and engaging manner. Both written posts and video content aim to simplify complex policy details for a broad audience to comprehend.
Analysing a policy's language demands more than attentive reading or listening. The specific strategies mentioned above can help you unravel the complexities and nuances of policy language effectively. In an election year, when national policies will form the backbone of political discourse and debate, the ability of voters to understand policy language is more important than ever. From TikTok videos to detailed policy documents, analysing and questioning language empowers us to engage more critically with policies that may shape our everyday lives for many years to come.
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The views expressed here are those of the author and do not represent or reflect the views of RTÉ
