How politicians and public figures are shaping the German language
Terms such as 'Zeitenwende' (turning point), 'Brandmauer' (firewall) and 'Klimakleber' (climate sticker)[1] are shaping our language like never before, as we repeatedly encounter them in the media. Neutral terms can take on an exclusive meaning when used in an emotionally charged context. In our blog post, we examine these buzzwords in the media as well as their impact, because the battle for attention in digital media is also a so-called 'semantic battle'[2].
[1]‘Klimakleber’ refers to climate activists that stick themselves to the streets with glue to draw attention to the climate crisis.
[2]In linguistics, the term ‘Semantischer Kampf’ (semantic battle) describes attempts to present and enforce one's own perspective as the only valid or at least superior one (cf. https://www.bpb.de/themen/parteien/sprache-und-politik/545294/semantische-kaempfe/).
Reinterpretation of German Terms
In 2022, the term ‘Zeitenwende’ dominated the media debates, after former Chancellor Olaf Scholz used it in a speech to the German Bundestag. The occasion was the outbreak of the war in Ukraine. Scholz cited several reasons that justified the use of the term in his speech, for example Russia's attack on Ukraine had ushered in a new era and the ability to defend one's own country had been called into question. Subsequently, the expression was used frequently on TV programs whenever the changed relationship with Russia was discussed.
However, it was much more than that. Chancellor Scholz reduced complex interrelationships to the term ‘Zeitenwende’. Like many figures in contemporary history, Scholz influenced language usage by redefining a word for his own purposes. However, this reinterpretation of terms is only successful if the intended audience accepts it. This theory originates to the beginning of the last century.
Linguist Ferdinand de Saussure developed a sign model showing how we understand and use language. This model describes the relationship between the sound representation of a word and its meaning. And this connection requires a social context. In other words, a tree is only a plant with a trunk, branches, twigs and leaves if everyone who uses the word has the same idea of it.
Reinterpretation of metaphors (linguistic images)
The term ‘Brandmauer’ is currently dominating political debate in Germany. Originally, it was used in construction. Today, it is used to distance oneself from right-wing populist and extreme right-wing parties. Like a protective wall against the spread of fire, the metaphorical ‘Brandmauer’ serves to contain certain political content. Potential cooperation with such parties increases the risk of the firewall collapsing.
It is difficult to determine when the term ‘Brandmauer’ was first used for political purposes. After the demolition of the Berlin Wall in the 1990s, there was talk of a firewall against the political agenda of the left. This example clearly shows that whoever can manage to charge a term with positive or negative connotations for their audience has won the battle for attention.
Use of abstract terms
There has recently been countless public debate about abstract terms. Through contextualization[1], the term ‘Remigration’ (also ‘Rückwanderung’)[2] - was chosen as the so-called ‘Unwort des Jahres’[3] in 2023.
For several years, right-wing populist and extremist actors have increasingly used the term "Remigration" and reinterpreted it politically in line with their ideology. AfD[4] spokespersons use it to refer to the repatriation of undocumented immigrants, and supporters of the “Identitäre Bewegung’[5] use it to refer to all people with a migrant background.
The more people outside of a group uncritically adopt its language, the easier it is for that group to achieve its political goals. We can currently see this process in the debate on migration policy. Before the influx of asylum seekers in 2015, the topic of 'Remigration' was discussed to some extent, but the Syrian war and its consequences have reignited the debate. This example demonstrates how a complex topic can be successfully addressed using a previously little-used term.
[1] Contextualization means transferring terms, ideas, or concepts into a context other than the original one.
[2] Remigration refers to the return of migrants to their country of origin or to the place from which they migrated (cf. https://www.bpb.de/kurz-knapp/lexika/glossar-migration-integration/270628/rueckwanderung/)
[3] The initiative ‘Unwort des Jahres’ (‘Non-Word of the Year’) equally selects the worst word of the year (cf. https://www.unwortdesjahres.net/)
[4] Abbreviation of ‚Alternative für Deutschland‘. You can find more information about political parties in Germany on the website of the ‘Bundeszentrale für politische Bildung’ (Federal Agency for Civic Education), cf. https://www.bpb.de/themen/parteien/parteien-in-deutschland/501802/parteien-im-bundestag/).
[5] The ‘Identitäre Bewegung’ (Identitarian Movement) is a group of neo-right-wing and right-wing extremist activists that emerged in Germany at the end of 2012 (cf. https://www.bpb.de/themen/rechtsextremismus/dossier-rechtsextremismus/500787/identitaere-bewegung/).
Newly Coined Words and Abbreviations
Highly polarizing political issues can also be a source for new words. There has been a long social debate about reducing the greenhouse effect due to increasing human-caused CO2 emissions. Terms such as "1.5-degree target," "climate sticker," and "climate denier" did not exist before the media heated up the debate on this issue. Without the Paris Agreement on Climate Change, and people demonstrating by sticking themselves to the streets, these terms would remain powerless.
The more a society feels threatened or restricted by complex events, the more its leading figures strive to adopt a language that simplifies matters. This simplification results in images that are not questioned any further. Simple language creates the illusion of control, especially over topics associated with a loss of control.
The eventual adoption of a term depends on multiple factors, including the relevance of current events, the intention to utilize the term for specific purposes, and the optimal timing. In the age of digitalization, with its countless channels, a term must first establish itself across the board. Among the most influential players in political discussions, public television stations still play a very important role. However, the internet and social media determine whether the language is adopted.
Would you like to learn more about the German language and German politics? You can find more interesting articles on our blog, including ones about the political electoral system in Germany.
