Glittering Generalities Definition

Julian Assange

2 min read

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08-12-2024

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Glittering generalities represent a persuasive technique often employed in rhetoric and propaganda. They utilize emotionally appealing words and phrases associated with highly valued concepts but lack concrete meaning or substance. Essentially, they're attractive-sounding statements that promise much but deliver little. The effectiveness lies in their ability to evoke positive feelings and inspire support without requiring any specific evidence or logical argument.

Understanding the Mechanism

The power of glittering generalities stems from their association with universally admired values like patriotism, freedom, democracy, or family. By linking a product, policy, or person to these positive concepts, proponents attempt to sway audiences without addressing the details or potential downsides. The words themselves are the primary persuasive tool; the lack of specific claims avoids scrutiny and potential refutation.

Examples in Practice

Consider the following examples:

• "Our candidate is a strong leader who will restore our nation's greatness." This statement uses powerful words ("strong," "greatness") but offers no specifics on the candidate's policies or leadership style.
• "This new skincare product will make you look and feel younger." The promise is enticing, but lacks detail on the product's ingredients, scientific backing, or any specific measurable results.
• "Vote for progress!" This simple phrase evokes a positive feeling about advancement and improvement but provides no details on the specific progress being promoted.

These examples highlight how glittering generalities function. They aim for an emotional response rather than a rational evaluation. The lack of concrete evidence allows for broad appeal, but also renders the claim ultimately meaningless without further explanation or justification.

Recognizing and Avoiding Glittering Generalities

Being aware of this rhetorical technique is crucial for critical thinking. When encountering such statements, ask yourself:

• What specific evidence supports this claim? Are there verifiable facts, statistics, or concrete examples?
• What are the underlying assumptions? Are there unstated premises that might be flawed?
• What are the potential downsides or trade-offs? Are there negative consequences that are being ignored?

By asking these questions, you can separate emotionally charged appeals from genuine arguments and avoid being misled by the allure of empty promises. Critical examination is essential to pierce the surface of glittering generalities and uncover the true meaning – or lack thereof – behind the attractive language. Developing this skill is vital in navigating today's information-saturated world and forming well-informed opinions.