Implications
{learn a language, learn a system}
If linguistic relativity argues that languages encode thought patterns, then it stands to reason that to learn a language is to learn a whole new way of thinking. Learning a new grammatical system could be likened to memorizing a completely new dewy decimal system. Imagine the time it would take to reorganize such a library if the system organized by book color instead of subject - no small task. However, I believe that the arduous process of reprograming your brain's catalogue is quite beneficial (and addictive).
It is no wonder that language acquisition is linked to mental acuity and reduced rate of Dementia & Alzheimer's. Through the process of learning a second language you strengthen your ability to view other's perspectives and broaden your capacity for analyzing foreign systems. Having multiple filing systems in your brain's catalogue keeps your analytical skills nimble. This allows you to quickly rearrange your thought processes on the fly to better anticipate unforeseen and evolving problems. This is one reason why I have studied 8 languages.
{language & marcomm}
The implications in marcomm are equally far reaching. When undertaking a marketing campaign, entities should be mindful of the languages they use and how they use them. It is scientifically proven, for example, that the usage of "we" in political speeches (contrary to common logic) does not promote a sentiment of inclusivity and patriotism. Politicians that keep recycling phrases like, "In America, we need to work together" are actually only further distancing themselves from the American public. Successful presidents more often use the first person single pronoun "I" in speeches - which emphasizes their individuality and humanizes them as a figure to the voting public.
Every catalogue system has its own biases, loopholes and problems. As globalization becomes more localized to everyday people, organizations embracing marcomm need to learn the ins and outs of the linguistic catalogue systems they have chosen, or risk miscommunicating.
Using a linguistic analysis tool called LIWC, I have attempted to pull back the veil of the president’s diction and take a glance in-between the words. After analyzing his SOTU against his previous 4 SOTU’s, key patterns emerged from the data. These numerical nuggets each told a story of the president’s speech, his strategy, his commitment and his frustration.
