Barnum Statements

Have you ever noticed how sometimes people make a statement that gets “both sides” of an argument equally riled up, pointing fingers at the other side, believing that the other side is the one being called out? This is happening a lot more lately, and it’s pretty common among politicians and church leaders alike (maybe that’s one category, not two?). It’s similar to when someone reads their horoscope and it says that they are [list of great qualities] and right now they are about to experience [common human scenario], so they immediately think “Wow, this stuff is real. It knows me so well. I’m such an Aquarius.” In a related avenue, reading one’s patriarchal blessing, particularly for a teen or young adult on the cusp of life feels pretty similar. It helps when they tell you not to share it with others because it’s too “sacred.”

Here’s what a Barnum statement might sound like in a purely personal, non-political setting:

• You have great potential, but you don’t always believe in yourself.
• You are a caring person, but sometimes people take advantage of your kindness.
• You perform best when you feel appreciated, but you can become discouraged when support is lacking.

These statements are literally true of every human being. While they say nothing unique, they can feel to the listener like they are being understood. I’ve seen people I know post these types of statements on their Facebook page as a result of taking some kind of online quiz. The descriptions are so vague they are meaningless.

Here are some examples of phrases you might hear when a leader is using this tactic to rally support:

• “We need to take our country back.” One side hears we are taking our country back from racism or inequality. The other side hears that we are taking it back from cultural change or socialism.
• “The system is rigged against ordinary people.” Those on the left hear corporations, billionaires and Wall Street are to blame. The right hears that bureaucrats, liberal elites, and the deep state are to blame.
• “Powerful insiders don’t care about people like you.” Whoever you see as your enemy can be fitted into the ready-made villain implied in ‘powerful insiders.’
• “Hardworking Americans are being punished while the corrupt get ahead.” Everyone voter, no matter what they do, thinks they are a “hard-working American.” The right and the left each have their own list of who they think are “corrupt.”

When you combine a flattering statement with a vague description of the situation, you’re looking at a classic Barnum statement.

• “Because you care deeply about fairness, you are frustrated with how things are being run.”
• “Unlike powerful elites, you care about doing what’s right.”
• “If you believe what they’re telling you, you’re not paying attention.”
• “We stand with everyday people against injustice.”

When you hear these types of statements, you may feel energized, righteous and even angry, but you don’t feel any clearer about what to do about any of it.

It’s easy to blame those who fall for these statements, but it’s not entirely on the listener. It’s also a deliberate act by those who make these “two-sided” statements. These types of statements are called Barnum statements (I suppose because they make suckers of us all?). If they are trying to garner supporters, which is something most leaders do, they deliberately avoid alienating either side by keeping statements vague enough to let everyone think they are in the right and not being challenged. This is not necessarily an act of cowardice. It’s an act of cunning. Human emotions aren’t inherently bad, but they are easily manipulated.

Here’s a checklist to watch for to see if manipulation is happening:

• Are key terms undefined? Words like they, values, freedom, family, the system, the world, Christians, etc. If the speech never specifies who or what, you’re being invited to fill in the blanks for yourself.
• Does it flatter the audience’s identity? Consider if there are phrases like “people like you..” or “You’re the kind of person who…” or “Real patriots / disciples of Christ …”
• Are emotions doing the work instead of evidence? Are stories being used instead of facts? Are feelings (loyalty, faith, love) standing in for arguments? If emotions are the only thing presented, you’re being manipulated.
• Is there a vague enemy but no concrete solution? Manipulation includes strong blame but weak (or no) policy. If it’s getting you riled up with no action plan to solve problems, that’s manipulation.
• Are you being rushed or time-pressured? I learned this one back at my Amex days: fraudsters use time-pressure to prevent you looking into their story. “This is our last chance” or “Time is running out” are used to short-circuit your reasoning.
• Is disagreement framed as moral failure? While there are obviously positions that are morally inferior, using moral failure to shut down thinking is manipulative. “Anyone who disagrees is brainwashed or corrupt” or “Only fools would deny this …”
• Are contradictions smoothed over with vagueness? Does the speaker say the opposite things to different groups, using one version for one group and a different argument for another group? Is flexible language that could mean anything being used?
• Are complex issues reduced to one cause? Reality is messy. Black and white solutions don’t work. If you get rid of “them” (whoever that is), the problems almost always remain.
• Is loyalty being rewarded more than understanding? This sounds like “stand with us” or “join the movement” or “are you on our side?” Belonging is being offered in exchange for agreement.

If you leave feeling riled up, but with no clear plan to address the source of your emotion, the speaker has been manipulating you. If you were given tools to think, persuasion was at play. If you were told whom to hate or trust, manipulation was. Just because a speech stirs emotions or makes you feel inspired doesn’t make it manipulative.

• What examples of Barnum statements have you seen at work, heard at church, or experienced in politics?
• What has tipped you off in the past that you were hearing a manipulative speech?
• Have you followed horoscopes, personality quizzes, fortune cookies, patriarchal blessings or other types of Barnum statements? Did you find them useful? If not, why not?
• Does this checklist help you identify when these rhetorical manipulations are happening?

Discuss.