What Are Glittering Generalities

David Muir

2 min read

·

09-12-2024

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Glittering generalities are a propaganda technique that uses emotionally appealing words and phrases to associate positive feelings with a particular idea, person, or product, without providing any concrete evidence or facts. They exploit the power of vague, positive language to sway public opinion, often bypassing rational thought. Essentially, they use sparkle without substance.

How Glittering Generalities Work

These persuasive techniques rely on the power of suggestion rather than logical argument. The words themselves evoke strong positive emotions – think patriotism, freedom, security, success – but offer little in the way of concrete plans or details. The listener or viewer is left with a feeling of positivity associated with the subject, even without understanding the actual policies or proposals.

Examples of Glittering Generalities

Consider these examples:

• "A brighter future": This phrase promises a positive outcome without specifying what actions will lead to this brighter future or what it will actually entail.
• "Make our country great again": This slogan evokes feelings of national pride and nostalgia but remains vague about the methods to achieve this "greatness."
• "Superior quality": This claim is subjective and lacks specific details about what makes the product superior.
• "Vote for progress": The term "progress" is inherently positive, but it's ambiguous and doesn't detail the specific policies the candidate supports.

These phrases are designed to appeal to our emotions and values, rather than our intellect. They're often used in political campaigns, advertising, and other forms of persuasive communication.

Recognizing Glittering Generalities

It's important to be aware of glittering generalities and to critically analyze the messages we receive. Ask yourself these questions:

• What specific evidence supports this claim? If there's none, it might be a glittering generality.
• Are the words used emotionally charged but vague? Focus on the concrete details rather than the appealing language.
• What are the underlying assumptions? Are there hidden agendas or unstated consequences?

By asking these questions, you can better discern the truth behind the appealing words and make more informed decisions.

The Dangers of Glittering Generalities

The danger of glittering generalities lies in their ability to manipulate and mislead. They can distract from critical issues, promote unrealistic expectations, and ultimately hinder rational discourse. By focusing on emotional appeals rather than factual arguments, they undermine the process of informed decision-making. A critical mindset is essential to avoid being swayed by these persuasive but unsubstantiated claims.