ambiguous

Why Is Lula’s Government Environmentally Ambiguous?

[Photo credit: Grist / MAURO PIMENTEL / AFP via Getty Images]


By Diego Viana


On January 1st, 2023, when Luiz Inácio Lula da Silva walked up the ramp of the presidential palace to begin his third term as President of Brazil, he was accompanied by eight people who represented the diversity of the country's population. Among them was Raoni Metuktire, chief and spokesperson of the Mẽbêngôkre people of Northern Brazil (popularly known as “Kayapó”), who achieved international fame in 1989, when rockstar Sting took him on a world tour in defense of the Amazon rainforest.

The display of diversity was a response to four years of a far-right, nationalist government that trampled over the rights of women, the LGBTQIA+ community, and indigenous peoples especially. The new government began in a context of shock, in the country and abroad, over former president Jair Bolsonaro's open support of illegal miners who invaded the lands of the Yanomami people in the Amazon, poisoned their streams with mercury, and suppressed any attempt at resistance. The federal government knew about the spread of famine and diseases among the Yanomami and openly chose not to act.

For many on the Left, seeing Lula and Raoni hold hands brought hope. First and foremost, it felt like a whiff of reconciliation, after approximately ten years of estrangement. Like other social movements, indigenous rights activists felt that the Brazilian Left had betrayed them and given its support to the old hegemonic project of occupying the Amazon through cattle rearing, mining, and building inefficient and expensive hydroelectric power plants. On the other hand, Lula's first stint as President (2003-2010) was successful in reducing Amazon deforestation, especially after worrisome data presented in 2002 revealed that deforestation had cleared over 28,000 square kilometers.

Largely due to the efforts of the Minister of Environment, activist Marina Silva, deforestation fell continuously until 2011 — three years after she left her post. The government also, in accordance with the 1988 Constitution, helped restore the rights of indigenous Brazilians over their historical lands. The military reacted grudgingly, alleging that this would undermine national sovereignty. The agribusiness sector, who had their eyes on large tracts of land in the region, in turn responded by creating a "milestone thesis," according to which only the lands indeed occupied by indigenous groups in 1988 should be recognized. The Supreme Court is yet to judge the validity of this thesis.

The same period was nonetheless a time when a series of ambitious engineering projects in the Amazon, first developed as part of a national-developmentalist ideology held by the military dictatorship in the 1970s, were put forward, so as to favor a handful of monopolistic companies and the advance of agribusiness. Among these projects, the Belo Monte dam, built between 2010 and 2016 at an estimated cost of 40 billion Brazilian reals (roughly $8 billion), is probably the most well-known and also the most deleterious. Against continuous and vocal opposition from environmentalists and indigenous activists, these projects were accelerated under Lula's successor, Dilma Rousseff (2011-2016), also from the Workers' Party. Around 2012 or 2013, the president of the Workers' Party, Gleisi Hoffman, who still occupies that post today, referred to the indigenous and environmental activists who were fighting against Belo Monte as “minorities with unrealistic ideological projects.”

Representatives of agribusiness progressively assumed key positions in Rousseff's government. This culminated in the appointment of a landowner, Senator Kátia Abreu, as Minister of Agriculture in 2015. Abreu, who owns multiple large farms in the central plains of Brazil, was by then already known to her critics as "Miss Deforestation," with Greenpeace and other NGOs awarding her a satirical golden chainsaw trophy in 2009. In 2013, during a cattle auction aimed at raising funds for the expansion of what was dubbed “private security” for farmers, meaning armed groups historically known for massacres of the local indigenous and landless peoples, she echoed the Wannsee Conference by promising to find a solution to “the indigenous question.” The episode is portrayed in detail in the film Martírio, directed by Vincent Carelli.

Unsurprisingly, soy producers interpreted Abreu’s appointment as free rein to invade Guarani-Kaiowá lands in the Center-Western state of Mato Grosso do Sul. They proceeded accordingly, engaging in their usual displays of gun violence and neglect of indigenous health tantamount to biological warfare. It is remarkable how these tactics mirror those of the colonizers from centuries past. Since the 16th century, land grabbers eliminated indigenous settlements by distributing clothes and toys infected with smallpox and other diseases.

The anti-environmental policies culminating in the construction of Belo Monte distanced much of the Left from what was still, by far, Brazil’s leading popular party. Marina Silva, who quit as Minister of the Environment in 2008, ran for president against Rousseff in 2010 and 2014. In the latter occasion, she nearly made it to the runoff election, but was held back to a large extent by a smear campaign conducted by her former party companions. She reacted by announcing her support for the right-wing candidate, Aécio Neves, in a move that might have cost her most of her political capital.

And yet, after the traumatic experience of the far Right in office, Silva and Lula were reunited. That was not all. Raoni's presence in Brasília, the capital, expressed the new government's commitment to advance indigenous leadership. The administration also created a new ministry specifically designed to advance indigenous land claims, directed by activist Sonia Guajajara. The Federal Police, for years complicit in the crimes of landowners and illegal miners, resumed their operations, destroying equipment and removing invaders, aided by the national Institute of Environment and Renewable Natural Resources (Ibama).

One might expect Lula’s administration to further reconcile with the indigenous community by abandoning big engineering projects and fighting agribusiness. They appeared to be starting these efforts in November, when President Lula attended the COP27 meeting in Egypt and declared that “Brazil is back.” He also brokered the return of German, Norwegian, British, and American investment in the Amazon Fund, which was created in 2008 under the management of the Brazilian National Development Bank (BNDES) to prevent deforestation and foster sustainable economic activities. The government's stated environmental goals involve reducing deforestation in the Amazon to zero, eliminating land conflicts, and rewriting the tax code to favor sustainable development.

This is where the picture begins to blur. The powerful landowners of the soy-exporting Central-West region have long pushed for the construction of a 580-mile long railway named “Ferrogrão,” which loosely translates to “grain rail.” It would cut through the Amazon rainforest, including protected areas like the Jamanxim National Park, slashing the cost and time of transporting the soybeans to the northern port of Belém. Another controversial project would allow for oil extraction in the “Equatorial Margin,” in deep waters near the estuary of the Amazonas river.

In March, President Lula's transportation minister, Renan Filho, expressed support for Ferrogrão, arguing that it reduces carbon emissions relative to the current use of trucks. Also in March, the president of Petrobras, Brazil’s enormous state-owned oil company, told investors that the Equatorial Margin project is a priority, though still in an early stage. The company expects $3 billion in investment. Other projects, such as a high-speed passenger rail line in the Northeast region, put to the test a passage of Lula's victory speech from October 13th of last year:

“We will show that it is possible to generate wealth without destroying nature”.

It is not entirely unsurprising that Lula's government is sending contradictory signals, trying to balance the demands of traditional, conservative pressure groups with the aspirations of social movements. There are both objective and subjective reasons for the mixed message. Firstly, it is hard to overstate the political power of agribusiness in Brazil. While the country has undergone a violent process of deindustrialization since the 1980s, agricultural and mining exports have become a financial lifeline for national accounts. As the influence of the manufacturing sector waned, that of landowners expanded. Productivity gains owed to the national research agency Embrapa’s development of a resilient soybean variant adapted to the tropics has turned vast zones of the previously untouched West into a powerhouse of soy and cattle.

Secondly, oil drilling is one of the few remaining areas where Brazil still invests in cutting-edge industrial technology. Sidelining the oil sector might prove suicidal for a government that draws much of its support from trade unions, as the fossil fuel sector is a stronghold of unionization in a deindustrializing country. The government also envisages oil production as a guarantor of energy security, until renewables become the main source of energy — most notably, biofuels and wind power in the Northeast.

Keep in mind that Lula's political profile has always been far from the radical leftist that both his conservative detractors and many of his left-wing supporters, in Brazil and abroad, tend to see. It would be kitsch, but not amiss, to describe him as a master of conciliation. As a union leader in the late 1970s, he excelled at negotiating deals between workers and employers. This shaped his politics for years to come.

At the negotiating table, Lula’s ultimate goal is always to reach a stable agreement. He has never been confrontational and is certainly not a revolutionary. While this attitude can certainly be criticized and faces the obvious limitation of objective conditions, recall that his much more confrontational successor, Dilma Rousseff, was sacked. This contrast should be read as an indication of what Lula's political ability, as one of the most important left-wing leaders alive, actually consists of. With his grasp of the stakes and possibilities of Brazilian politics, he acts as a manager of conflicts, identifying where advancement is and isn’t possible — frustrating as this might be for his grassroots diehards.

Beyond the individual figure of Lula, the ambiguity of the Workers' Party's record on indigenous rights and environmental policy offers a glimpse of the high political stakes in Brazil, a continent-sized country that houses half of the largest rainforest in the world and — at the same time — is one of the widest frontiers of agricultural expansion today. The interplay of political pressure and economic power from both sides of the dispute exposes the aporias and contradictions of 21st-century capitalism with unusual clarity.

To understand how the conflict plays out in Brazil today, look to the government. One expression of Lula's notorious ability for compromise and conciliation is his capacity to translate social conflicts into internal disputes between his ministers. This was the case between 2003 and 2010, and is now happening again. But is it possible to be a conciliatory leader in a country that derives much of its resources from predatory activities and still deliver on your promises to the environment and indigenous peoples?

That tension led to a rift which broke out in May of this year, when Ibama denied Petrobras the right to proceed with studies about the viability and safety of oil extraction from the Equatorial Margin, citing technical inconsistencies in the company's project. Petrobras' president, Jean Paul Prates, who is also a senator from the Workers' Party, regretted the loss of a “golden opportunity” to develop the Northern state of Amapá. The episode shows that, even within the government and the Left in general, many still consider fossil fuels a source of economic progress and think of environmentalism as a hurdle. Petrobras later announced it would revise its application, allegedly addressing the issues raised by Ibama.

All of this took place while Lula was attending the G7 meeting in Japan. Without mentioning the crisis among his supporters, the President structured his speech, given in Kyoto on May 19th, around the problems of oil dependency, war, and climate change. Here is the opening sentence:

“When G7 was created, in 1975, the main global crisis revolved around oil. Forty-eight years later, the world still has not managed to get rid of its dependency on fossil fuels.”

His main point was to rehash the demand presented last year at COP27: that the wealthiest countries should make good on their pledge, first expressed in 2009, to allocate $100 billion to climate action every year. To his domestic audience, in contrast, Lula tweeted allusively about "clean jobs" and "exploiting the Amazon's diversity" so that the region's 28 million people can "work and eat." The tweet was a masterpiece of ambiguity, sounding like a diplomatic dispatch in its capacity to express nothing at all.

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This was not the end of the story. On May 24th, Congress took two worrisome steps that many on the Left interpreted as capitulation, especially since the government presented little to no resistance. First, a commission approved an interim measure that, if carried out, would force changes in the structure of government, removing important agencies from the Environment, Agrarian Development and Indigenous Peoples ministries, such as the registry of rural properties, the administration of water resources, and the demarcation of indigenous lands. These agencies would be reassigned to ministries where the bureaucracy is controlled by the agribusiness sector, such as the agriculture ministry.

Later that day, the speaker of the Chamber of Deputies, Arthur Lira, passed a resolution that accelerated a vote about the milestone thesis, in such a way that NGOs, social movements and indigenous organizations would not have time to mount significant protests that have so far prevented the project from advancing. By voting on May 30th, Lira would also get ahead of the Supreme Court, who scheduled their own vote on the constitutionality of the rule for June 7th. A previous favorable decision by the House might predispose the Justices.

While these moves were a clear show of how powerful the agribusiness caucus remains, the episode as a whole elicited a swift response from civil society and Silva. The Minister made a speech warning of possible international backlash to the impending environmental destruction. She acknowledged that the country is going through a "difficult moment." Nevertheless, she promised resistance, saying that "good trees grow with stronger winds." Lula, in turn, tried to project calmness by saying — during an event at the Manufacturing Federation of São Paulo — that the political game was only just beginning. Subsequently, he summoned the ministers of the areas concerned for an emergency meeting.

It is hard to predict where these various conflicts are heading. But it is significant that the President has consistently stood by his environmental minister in both disputes. While it might be premature to declare that these episodes will result in victories for Silva, they certainly do not yet represent the defeat many on the Left are seeing.

It is worthwhile to contrast this episode to 2008, when — as Minister of the Environment — Silva lost a similar battle, which turned out to be consequential. Back then, Lula chose to side with Rousseff, the Minister of Mines and Energy at the time, by opting to proceed with the construction of the Belo Monte dam. The defeat led Silva, who was still a member of the Workers' Party, to leave for the Green Party and also resign from her post.

After 15 years, Silva’s position appears to be stronger. What’s changed? The answer may lie in the forces Silva brings with her into the government and, as a consequence, into its internal disputes. Silva's reconciliation with Lula represents a tentative alliance between the Workers’ Party and the emerging subset of “green capitalism,” backed by a powerful faction of the financial and corporate sector.

The emergence of green capitalism created a significant fault line within capital itself. While fossil fuels had become somewhat disgraced — at least until the beginning of the Russo-Ukrainian conflict —, “green” or “sustainable” capitalism has presented itself as the sole alternative to the archaic, unproductive model of extractivism and commodity export to which Brazil reverted in the last four decades.

More recently, development projects promising to boost the economy without destroying the Amazon have come to the fore. These projects hope to multiply the yields and jobs in the Northern regions of the country, which would thus become the new epicenter of economic growth, estimated to account for approximately 14% of the Brazilian gross domestic product. The prospect of new fields for investment with potentially high returns has attracted the attention of corporate and financial leaders from the more developed Southeast region of the country, particularly the two biggest cities and main financial centers, São Paulo and Rio de Janeiro. 

Brands such as Natura (cosmetics) and Raízen (biofuels) have become household names, brandishing their fame as sustainable and green. The owners of these companies, as well as bankers like Maria Alice Setúbal (Itaú bank) and the orthodox economist Eduardo Giannetti, have become Silva's main interlocutors in the last decade and helped create her party, Rede Sustentabilidade. When Lula and Silva joined forces in the presidential campaign last year, these actors were brought closer to the Workers' Party, to whom they are in principle hardly sympathetic.

For Lula, the most important gain lies in recovering part of the capitalist sector’s support, which was entirely lost after the chaotic economy of the Rousseff years. At least some of this has already taken place. In the 2018 election, big money in Brazil sided overwhelmingly with the far Right to elect Bolsonaro. In 2022, the divide was less clear-cut, with many representatives of the economic elite in São Paulo declaring their support for democracy in the abstract and occasionally for Lula explicitly.

If this is so, then the President is currently trying to accommodate not two, but three social forces. Within the capitalist setting, he has to mediate the tug of war between two forms of exploitation of the land: the nearly monocultural soy and meat complex on one hand and the technology- and capital-intensive bioeconomic project on the other. This is the local form of the global impasse of demanding to divest from fossil fuels while upholding an energy-intensive lifestyle based on growth and consumption.

It is hard to assess how much of this conflict is merely superficial, as major investors have no scruples in investing on both sides. It is also unclear to what extent we are looking at an attempt to greenwash capital as a whole. We should not forget that even the cleanest of large-scale economic activities must rely on such industries as lithium, cobalt, and rare-earth mining, or palm tree plantations, where working conditions are often degrading and the environmental record is hardly better than that of the fossil fuel industry.

Which brings us to the third actor: civil society, particularly social mobilization and environmental activism. With the aforementioned vectors of capitalism as a background, what strength do these groups have to achieve their policy goals? So far, there are signs that they are more capable of achieving their aims today than they were two decades ago.

Even during the dark times of far-right government, yearly assemblies of indigenous nations in Brasília called “Acampamento Terra Livre” (Free Land Camp) helped to attract attention to their plight and might have been able to freeze the far Right's project to limit their land rights to the territories occupied in 1988 when the Constitution was adopted (after a particularly harsh period of expulsions and persecution during the dictatorship). But this does not mean that they are strong enough to push the government toward more aggressive action in their defense. In May, the agriculture minister Carlos Fávaro, himself a soy producer and representative of agribusiness, expressed sympathy for the "milestone thesis" in an interview and suggested that the President might also have a favorable view. 

Also, the Landless Workers Movement (MST), one of the most important social movements in Brazil pushing for land reform, has established itself as a relevant producer of food products — particularly organic ones. In March, after less than three months of the new Lula government, the leader of MST, João Pedro Stédile, declared that initiatives for land reform were “too slow” and that the movement would increase pressure on Brasília to secure more incentives for family agriculture and organic crops.

A wave of mobilization, including the occupation of unproductive properties, was planned for the following months. Needless to say, the MST is the most maligned entity among the Right, as it represents the opposite kind of occupation of the territory. In May, far-right Congresspeople approved the creation of a commission to investigate the movement, with accusations that go as far as terrorism.

It is no wonder that Raoni's presence next to Lula had such an impact on public opinion and foreign commenters. Yet, politically, the gesture was as pragmatic as ever. Nevertheless, the playing field has clearly changed, apparently in favor of the environment, even if one is justified in suspecting high levels of greenwashing.

If we recognize that the climate crisis runs as two parallel conflicts — one between two brands of capitalism and, the other, against capital itself — it is remarkable that Lula is once again internalizing both struggles in the structures of his government. While the fundamental ambiguity at the core of his politics remains untouched, it is permeable to outside pressure (ie, social struggle), the ultimate source of political change.



Diego Viana is a Brazilian economic journalist. He earned his PhD in political philosophy from the University of São Paulo and covers Brazilian politics, economy, and social conflict.

Citizenry, Inc.: The Ambiguous, Euphemistic Language of Corporate America and its Impact on Democracy

By Jesse Hamilton

Ambiguous, euphemistic language is common in corporate, bureaucratic environments and is used for a variety of rational reasons. This type of language may lead to ignorance among those who use it and those who consume it. As it becomes more prevalent in American society, ambiguous, euphemistic language is leading to a state where the lines between knowledge and ignorance are blurred. This paper explores how ambiguous, euphemistic language: 1) is used in corporate, bureaucratic settings and why it is accepted; 2) could be a cause of ignorance among those who create and consume it; and 3) has implications for the acquisition and transfer of knowledge in broader society.

Ignorance is often thought of as a barrier to the consolidation of power, so it would stand to reason that organizations, especially those with profit motives, are incentivized to avoid ignorance and pursue knowledge. However, as Linsey McCoy explains, "Ignorance serves as a productive asset, helping individuals and institutions to command resources, deny liability in the aftermath of crises, and to assert expertise in the face of unpredictable outcomes" (McGoey, 553).

In the 19th and 20th centuries, as the United States shifted from an agrarian society to an industrialized society, Americans have not only become more exposed to business culture and its language, but have also become dependent on it for their livelihood. Additionally, individuals are directly and indirectly exposed to the sort of ambiguous, euphemistic language commonly used in business settings in a variety of ways - at work, within social circles, through advertising, from public statements issued from business leaders to media organizations, and from public relations teams. Finally, as business leaders begin to assume more prominent roles in public office within federal, state, and local governments, the ambiguous, euphemistic language which comes naturally to them has begun to change the way elected and appointed officials communicate with the public. Put simply, the language of corporations seems to have permeated broader society, and this has implications for knowledge and ignorance in American society.


What is ambiguous, euphemistic language?

The language of business which will be addressed in this paper consists of two distinct parts which can be used independently or in combination: ambiguity and euphemisms. Ambiguous language is a powerful tool in business because it has the advantage of being interpreted in different ways, by different individuals/groups, at different times, both in the present and in the future. As Jackall notes, "The indirect and ambiguous linguistic frameworks that managers employ in public situations typify the symbolic complexity of the corporation" and serves as "a tentative way of communicating that reflects the peculiarly chancy and fluid character of their world." Basically, managers have learned that the best way to deal with the volatile nature of business, which is mainly driven by exogenous economic factors, is to communicate with ambiguity.

Euphemisms - "the substitution of an agreeable or inoffensive expression for one that may offend or suggest something unpleasant" - are used as well, for reasons that will be discussed in-depth in Section IV.


Why is ambiguity used?

Ambiguity is a powerful tool that is used to manage and/or avoid different types of risks inherent with a career at large, American corporations, and family businesses (Carmon, 87). All of the risks discussed in this section are related to uncertainty about the future. How ambiguity is used in corporate settings is important as it has implications for how it can be successfully applied in other American institutions; for example, in government and politics.


Avoidance of decision making

The future is uncertain, therefore managers are inclined to hedge their statements and actions against unforeseen events and outcomes. The simplest way to achieve this is through the use of ambiguous language and avoidance of making decisions. A manager interviewed by Jackall describes the avoidance of decision making: "The basic principles of decision making in this organization and probably any organization are: (1) avoid making any decision if at all possible; (2) if a decision has to be made, involve as many people as you can so that, if things go south, you're able to point in as many directions as possible" (Jackall). Given that the goals of a business are often very ambiguous and amorphous, by not committing to specific details, managers can pass responsibility (and therefore accountability) to subordinates, so that if goals are not achieved or laws are broken, managers reduce the risk that they themselves will be held accountable by their superiors and/or courts.


Organizational Contingency

Power within the hierarchy of a corporation is volatile, with managers regularly falling in and out of favor. As Jackall notes, "First of all, at the psychological level, managers have an acute sense of organizational contingency. Because of the interlocking ties between people, they know that a shake-up at or near the top of a hierarchy can trigger a widespread upheaval, bringing in its wake startling reversals of fortune, good and bad, throughout the structure" (Jackall). Therefore, it is rational for those who aspire to move up in the ranks to create allies and avoid creating enemies. After all, one never knows who will be handed a position of authority next. One way to achieve this is through providing ambiguous feedback (perhaps laced with euphemisms to soften the message) to superiors, peers, and subordinates alike. When feedback is provided in this way, the interpretation is left to the receiver, a strategy which will be discussed again in Section VII.

Finally, it should be noted that in an age where everything is filmed or recorded, and where bits can be combined and commingled (Negroponte, 18), ambiguity is an important defense against being undeniably connected to concrete statements and/or positions.


Why are euphemisms used?

Jackall notes that "managers' public language is, more than anything else, euphemistic" however "for the most part, euphemistic language is not used with the intent to deceive. Managers past a certain point, as suggested earlier, are assumed to be "maze-bright" and able to "read between the lines" of a conversation or a memorandum and to distinguish accurately suggestions from directives, inquiries from investigations, and bluffs from threats" (Jackall). Additionally, Jackall points out that euphemistic language is used internally for purposes of deniability and externally when dealing with the public.


An example from business

In 2006, Jeff Skilling was convicted on federal felony charges for his involvement in the collapse of Enron Corporation, where he served as CEO during the time in which fraudulent activity occurred. As documented by the New York Times, during the House Energy and Commerce subcommittee hearings in 2002, when questioned by Representative James Greenwood as to whether or not he was aware of any wrongdoing at the company during his time as CEO, Skilling stated:

"I do not believe -- I did not do anything that was not in the interest, in all of the time I worked for Enron Corporation, that wasn't in the interest of the shareholders of the company."

Skilling's response offers nothing more than his belief, thus positioning himself to plausibly deny any future evidence of wrongdoing. Interestingly, due to the clever wording, his statement might actually be true. During the time Skilling was CEO, Enron used deceptive accounting (among other fraudulent practices) to artificially inflate their earnings. During the time of the fraud, Enron's stock skyrocketed, often outperforming the broad market by a wide margin. This is, of course, good for the current shareholders in the short-term. However, it was not in the best interest of Enron's long-term shareholders, employees, and lenders, as the company declared bankruptcy in 2001. In short, Skilling's statement is disingenuous at best, but serves as an example of the malleability of ambiguously-worded statement.


When are individuals exposed to ambiguous, euphemistic language?

Individuals are exposed to ambiguous, euphemistic language in a few ways: internally through company communications, and externally through statements to the public.


Internal business communications

Internal company communications are often rife with ambiguity and euphemisms. In this capacity, the language can serve different purposes. For example, it is used to rally employees around core missions, especially if the mission is under public attack. Also, cleverly worded communications can be used to soften harsh messages/actions that employees might not find appealing. For example, instead of stating "we plan on firing people because we need to increase our profits," a typical communication may describe "a strategic, systematic restructuring and reallocation of resources to address ongoing shareholder interests at this point in the business cycle." Employees are more likely to be accepting of, or indifferent to, the latter; whereas the former would likely cause discomfort, anxiety, and anger.


External business communications

Public relations teams play a large role in the conveyance of messages to the public. Jackall sums up the subtleties of public relations best:

"…the essential task of public relations…is to transform expediency into altruism or even statesmanship. Second, the genius of public relations…consists to a great extent in its dexterity at inverting symbols and images. Whether it is hyping products, influencing legislation, transforming reputations, or erasing stigma, public relations tries to transform actually or potentially perceived weaknesses into strengths and subvert or at least call into question the strengths or particularly the credibility of opponents."

It should be noted that public relations tactics and strategies are not strictly confined to businesses - they can be applied to communications from government, academic institutions, and scientific research organizations when those institutions desire to transform weakness into strength and negativity into positivity.


What are the broad, societal implications associated with the increasing use of ambiguous language?

Individuals' exposure to ambiguous, euphemistic language has implications for how they think, speak, and interpret reality.


The effect of ambiguous language on how individuals think

The language we use shapes the way we think. According to Lera Boroditsky, "Language can be a powerful tool for shaping abstract thought. When sensory information is scarce or inconclusive, languages may play the most important role in shaping how their speakers think" (Boroditsky, 1). This may have important implications as we continue to be exposed to ambiguous, euphemistic language because we may begin viewing the world as a place with less certainty, where the lines of knowledge and ignorance are naturally blurred.


The effect of ambiguous language on ontological security, lay theories, and ignorant othering

To understand how ambiguous language affects broader society, it is important to understand how individuals establish a sense of what is real and true. Giddens' concept of ontological security is described as "a sense of continuity and order in events, including those not directly within the perceptual environment of the individual" (Giddens, 243). Ostertag builds on this further with the development of two other concepts: lay theories and ignorant othering (Ostertag, 828). Lay theories "serve as vital tools in developing social realities" and "allow people to ground and justify a sense of reality that they can trust as correct and true" (Ostertag, 828). When ambiguous language is used, knowledge may not be communicated with the same degree of fidelity as when clear, concise language is used. Therefore, the ambiguity is removed at the level of the receiver, as opposed to being removed at the level of the communicator. In this way, ambiguous statements have the potential to become personalized in the same way that advertising has become personalized (Baudrillard). By increasing the scope of what can be true, ambiguous language potentially increases the number different senses of reality, or lay theories, that exist in a given population. A wider variety of lay theories may, in turn, exacerbate the phenomena of ignorant othering, which Ostertag describes as when "people construct an image of the 'average' American whom they claim is often less informed of the news, less aware of the problems of the news, and therefore less aware of and knowledgeable about the world than they themselves are" (Ostertag, 828).


The effect of ambiguous language on conspiracy theories

Using the same rationale described above, ambiguous language may also be used to support and increase belief in conspiracy theories because it is malleable enough to fit into the conspiracy narrative. This might strengthen current and future conspiracy theories by making them more persuasive. Kay states that "the only characteristic that strongly correlates with belief in any conspiracy theory is a belief in other conspiracy theories" (Kay, 150). If individual conspiracy theories are made more persuasive by ambiguous language and thereby increase the number of individuals who believe any one conspiracy theory, this might lead to a cascading effect where belief in conspiracy theories becomes more prevalent. In order to support this hypothesis, more research is needed on why belief in any conspiracy is correlated to belief in others.


The effect of ambiguous language on fake news and alternative facts

Given the similarities between conspiracy theories and fake news, individuals who are more prone to believe in conspiracy theories may also be more prone to believe fake news. This may make fake news more influential. Also, individuals may be more prone to accept "alternative facts," not just due to the clever euphemism, but because they're more inclined to believe in conspiracy. More research is needed to understand the relationship between belief in any one conspiracy theory, piece of fake news, and "alternative fact" and belief in others.


Examples of ambiguous language in politics


Donald Trump

Donald Trump, a businessman turned politician, is a unique case study. Consider Trump's statement about his opponents' position on gun control:

"Hillary wants to abolish - essentially abolish - the Second Amendment. If she gets to pick her judges, nothing you can do, folks. Although the Second Amendment people, maybe there is. I don't know."

Trump's ambiguous, and seemingly persuasive, language here is based in a false premise that Hillary Clinton would (1) have the power to abolish the Second Amendment, and (2) want to abolish the Second Amendment. Both are equally absurd on their own merit, with the latter relying on the reactionary conflation of gun-control laws with some mythological government confiscation of over 300 million guns. There are two different ways to interpret the purpose of Trump's statement. Proponents of the Second Amendment will either use votes or violence (which are wildly different mechanisms for change) to prevent his political opponent from taking away their gun rights. In this case, since the ambiguity of the statement is removed in the mind of the listener, there are two (or more) versions of reality.

According to NPR, Trump's use of ambiguous language follows a predictable pattern. He makes an ambiguous statement which is subsequently criticized by opponents, incessantly covered by the media. Trump then claims to be a victim of the "liberal media" claiming that his words were taken out of context (McCammon). The foundation of his strategy is ambiguity.


Hillary Clinton

During a 2016 Democratic Primary debate, Hillary Clinton and her opponent, Bernie Sanders were each asked by the moderator if they support fracking. Clinton's response displayed ambiguity and "talking in circles" when she stated:

"By the time we get through all my conditions, I do not think there will be many places in America where fracking will continue to take place."

Although not as egregious as Trump, Clinton's choice of wording and syntax indicate a propensity for unnecessarily complex language, something her opponent was quick to point out. Sanders stated, "My answer is a lot shorter. No, I do not support fracking."


Recent examples of euphemisms in American politics

Just as in business, euphemisms also prove useful in the realm of politics. For example, the Trump administration regularly uses euphemisms to downplay the negativity associated with its policies and/or past statements. The euphemisms "extreme vetting" and "locker room talk" provide useful examples. Many Americans can accept a policy of "extreme vetting," but some would be hesitant to accept it if it were stated for what it truly is - racial and religious discrimination. Additionally, some citizens might not be dissuaded from voting for a presidential candidate that uses "locker room talk," but might draw the line over a candidate who "[grabs women] by the pussy."


A cautionary warning from George Orwell

Given that individuals are becoming desensitized to ambiguous, euphemistic language, there is a greater likelihood that politicians can successfully employ Orwellian doublespeak, or "language used to deceive usually through concealment or misrepresentation of truth." In Politics and the English Language, George Orwell describes how politics may inevitably reach a point where it must serve this very purpose of shielding citizens from ugly truths by avoiding any clear "defense of the indefensible:"

"…political language has to consist largely of euphemism, question-begging and sheer cloudy vagueness. Defenseless villages are bombarded from the air, the inhabitants driven out into the countryside, the cattle machine-gunned, the huts set on fire with incendiary bullets: this is called pacification. Millions of peasants are robbed of their farms and sent trudging along the roads with no more than they can carry: this is called transfer of population or rectification of frontiers. People are imprisoned for years without trial, or shot in the back of the neck or sent to die of scurvy in Arctic lumber camps: this is called elimination of unreliable elements. Such phraseology is needed if one wants to name things without calling up mental pictures of them."

Political statements, like those used as examples by Orwell, are unnecessarily wordy, confusing, take time and effort to interpret, and do not overtly communicate the harsh nature of the message. While this paper is not proposing the inevitability of a totalitarian state due to corporate America's language and culture, it suggests that a population that has been desensitized to ambiguity may be more susceptible to being influenced by disingenuous language.


Conclusion

The use of ambiguous, euphemistic language, stemming from practical use within American corporations, may have implications for knowledge and ignorance in broader society. Most notably, ambiguous language is interpretable at the personal level, which may result in numerous individuals having personalized versions of reality. These versions of reality may be incompatible, leading to a state where no one knows what is really true.


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