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Simple Ideas Won’t Solve Big Economic and Politica...

品牌几何 · 公众号 · 营销 · 2017-06-13 15:03

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Collectively, we’ve grown an insatiable appetite for simplicity. We’ve become the societal version of a person who only eats processed food: We know it’s bad for us, we know it’s killing us, yet anything that isn’t simple sugar doesn’t taste as good.

This addiction to simple sugar has changed the way we approach political and economic problems.

In 1980, Ronald Reagan won the election with a campaign slogan that promised to “Make America Great Again.” Research by Carnegie Mellon’s Language Technologies Institute showed that Reagan typically used an 11th grade vocabulary in speeches—higher than any other politician the Institute measured, including Barack Obama and Abraham Lincoln. Though he never claimed to be an intellectual, Reagan used relatively complex (at least for a politician) language to talk about simple ideas.

Things have changed: Donald Trump’s use of a 7th grade vocabulary is the lowest of any politician the Institute scored.

Does that mean Donald Trump is dumber than the other candidates and Presidents included in the research? I have no idea. I know intelligent people who have a relatively limited vocabulary, and, conversely, people who mistake big words for big intellects.