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class="mw-body-content"><div class="mw-content-ltr mw-parser-output" lang="en" dir="ltr"><div class="shortdescription nomobile noexcerpt noprint searchaux" style="display:none">Rhetorical technique to create bias</div> <p>In <a href="/wiki/Rhetoric" title="Rhetoric">rhetoric</a>, <b>emotive</b> or <b>emotional conjugation</b> (also known as <b>Russell's conjugation</b>)<sup id="cite_ref-:0_1-0" class="reference"><a href="#cite_note-:0-1"><span class="cite-bracket">[</span>1<span class="cite-bracket">]</span></a></sup> is a rhetorical technique used to create an <a href="/wiki/Implicit_stereotype" title="Implicit stereotype">intrinsic bias</a> towards or against a piece of information. <a href="/wiki/Bias" title="Bias">Bias</a> is created by using the emotional connotation of a word to prime a response from the audience by creating a loaded statement. When used seriously, such <a href="/wiki/Loaded_language" title="Loaded language">loaded language</a> can lend false support to an argument through emotional connotation and implication rather than through fact. </p> <meta property="mw:PageProp/toc" /> <div class="mw-heading mw-heading2"><h2 id="History_and_research">History and research</h2><span class="mw-editsection"><span class="mw-editsection-bracket">[</span><a href="/w/index.php?title=Emotive_conjugation&action=edit&section=1" title="Edit section: History and research"><span>edit</span></a><span class="mw-editsection-bracket">]</span></span></div><p> Emotional conjugation was originally defined by <a href="/wiki/Bertrand_Russell" title="Bertrand Russell">Bertrand Russell</a> in 1948 on the <a href="/wiki/BBC_Radio" title="BBC Radio">BBC Radio</a> program, <i><a href="/wiki/The_Brains_Trust" title="The Brains Trust">The Brains Trust</a>.</i><sup id="cite_ref-Audi,_1999_2-0" class="reference"><a href="#cite_note-Audi,_1999-2"><span class="cite-bracket">[</span>2<span class="cite-bracket">]</span></a></sup> During an interview, he gave multiple examples of emotive conjugation, with his most famous example being the following:<sup id="cite_ref-Walton,_2006_3-0" class="reference"><a href="#cite_note-Walton,_2006-3"><span class="cite-bracket">[</span>3<span class="cite-bracket">]</span></a></sup></p><blockquote><p>"I am firm, you are obstinate, he is a pig-headed fool."</p></blockquote><p>While firm, obstinate, and pig-headed are all synonymous with stubbornness, the emotive connotations of these words are different. <i>Firm</i> carries a positive connotation, <i>obstinate</i> carries a neutral (or slightly negative) connotation, and <i>pig-headed fool</i> carries a negative connotation. Thus, most individuals have a positive reaction toward the speaker, and a negative reaction toward the pig-headed fool. Russell notes that no additional information is given on each individual, yet a strong opinion on each individual forms nonetheless. Russell explains this phenomenon by defining humans as social creatures. He claims that the mind is always asking “What is the social consequence of accepting the facts as they are?” which causes the audience to mimic the emotions presented by the speaker.<sup id="cite_ref-:1_4-0" class="reference"><a href="#cite_note-:1-4"><span class="cite-bracket">[</span>4<span class="cite-bracket">]</span></a></sup> </p><p>Russell's claims are supported by <a href="/wiki/Frank_Luntz" title="Frank Luntz">Frank Luntz</a>' study on changes in authoritative language conducted in the 1990s. Luntz found that the majority of opinions were reached based on the emotive conjugation that was used without consideration of any underlying facts. Luntz noted consistency in these results, even in situations where participants would contradict themselves. For example, an individual would oppose the idea of a “death tax” while supporting an “estate tax” despite the fact that the descriptions were the same. Luntz also notes that these contradictions would still appear if the definitions were given in close proximity to one another. An example Luntz mentioned was the emotive conjugation of “illegal aliens” being used in place of “undocumented immigrants.” While these phrases refer to the same group of people, the former was met with a negative reaction in comparison to the latter.<sup id="cite_ref-:1_4-1" class="reference"><a href="#cite_note-:1-4"><span class="cite-bracket">[</span>4<span class="cite-bracket">]</span></a></sup> </p> <div class="mw-heading mw-heading2"><h2 id="Examples">Examples</h2><span class="mw-editsection"><span class="mw-editsection-bracket">[</span><a href="/w/index.php?title=Emotive_conjugation&action=edit&section=2" title="Edit section: Examples"><span>edit</span></a><span class="mw-editsection-bracket">]</span></span></div> <div class="mw-heading mw-heading3"><h3 id="In_English">In English</h3><span class="mw-editsection"><span class="mw-editsection-bracket">[</span><a href="/w/index.php?title=Emotive_conjugation&action=edit&section=3" title="Edit section: In English"><span>edit</span></a><span class="mw-editsection-bracket">]</span></span></div> <p>Proper use of emotive conjugation provides words that are synonymous in their factual definitions, but different in their emotional connotation. While most examples are in triads, emotive conjugation can be used with a single subject. Examples of emotive conjugation include: </p> <ul><li>I am sparkling; you are unusually talkative; he is drunk.<sup id="cite_ref-:2_5-0" class="reference"><a href="#cite_note-:2-5"><span class="cite-bracket">[</span>5<span class="cite-bracket">]</span></a></sup></li> <li>I know my own mind; you like things to be just so; they have to have everything their way.<sup id="cite_ref-:2_5-1" class="reference"><a href="#cite_note-:2-5"><span class="cite-bracket">[</span>5<span class="cite-bracket">]</span></a></sup></li> <li>I am a freedom fighter, you are a rebel, and he is a terrorist.</li> <li>I am eccentric, you are weird, he is mad.</li> <li>I am righteously indignant, you are annoyed, he is making a fuss over nothing.<sup id="cite_ref-Audi,_1999_2-1" class="reference"><a href="#cite_note-Audi,_1999-2"><span class="cite-bracket">[</span>2<span class="cite-bracket">]</span></a></sup></li> <li>I have reconsidered the matter, you have changed your mind.<sup id="cite_ref-Audi,_1999_2-2" class="reference"><a href="#cite_note-Audi,_1999-2"><span class="cite-bracket">[</span>2<span class="cite-bracket">]</span></a></sup></li></ul> <div class="mw-heading mw-heading3"><h3 id="In_Chinese">In Chinese</h3><span class="mw-editsection"><span class="mw-editsection-bracket">[</span><a href="/w/index.php?title=Emotive_conjugation&action=edit&section=4" title="Edit section: In Chinese"><span>edit</span></a><span class="mw-editsection-bracket">]</span></span></div> <p>In classical Chinese, there are several ways to say "kill": 杀, 弑, 诛. Their emotive content are: </p> <ul><li>杀: to kill without a valid reason, roughly "murder".</li> <li>弑: to kill a superior, as an inferior without a valid reason.</li> <li>诛: to kill with a valid reason, roughly "righteously execute".</li></ul> <div class="mw-heading mw-heading2"><h2 id="See_also">See also</h2><span class="mw-editsection"><span class="mw-editsection-bracket">[</span><a href="/w/index.php?title=Emotive_conjugation&action=edit&section=5" title="Edit section: See also"><span>edit</span></a><span class="mw-editsection-bracket">]</span></span></div> <ul><li><a href="/wiki/Implicit_stereotype" title="Implicit stereotype">Implicit stereotype</a></li> <li><a href="/wiki/Linguistic_relativity" title="Linguistic relativity">Linguistic relativity</a></li></ul> <div class="mw-heading mw-heading2"><h2 id="References">References</h2><span class="mw-editsection"><span class="mw-editsection-bracket">[</span><a href="/w/index.php?title=Emotive_conjugation&action=edit&section=6" title="Edit section: References"><span>edit</span></a><span class="mw-editsection-bracket">]</span></span></div> <style data-mw-deduplicate="TemplateStyles:r1239543626">.mw-parser-output .reflist{margin-bottom:0.5em;list-style-type:decimal}@media screen{.mw-parser-output .reflist{font-size:90%}}.mw-parser-output .reflist .references{font-size:100%;margin-bottom:0;list-style-type:inherit}.mw-parser-output .reflist-columns-2{column-width:30em}.mw-parser-output .reflist-columns-3{column-width:25em}.mw-parser-output .reflist-columns{margin-top:0.3em}.mw-parser-output .reflist-columns ol{margin-top:0}.mw-parser-output .reflist-columns li{page-break-inside:avoid;break-inside:avoid-column}.mw-parser-output .reflist-upper-alpha{list-style-type:upper-alpha}.mw-parser-output .reflist-upper-roman{list-style-type:upper-roman}.mw-parser-output .reflist-lower-alpha{list-style-type:lower-alpha}.mw-parser-output .reflist-lower-greek{list-style-type:lower-greek}.mw-parser-output .reflist-lower-roman{list-style-type:lower-roman}</style><div class="reflist"> <div class="mw-references-wrap"><ol class="references"> <li id="cite_note-:0-1"><span class="mw-cite-backlink"><b><a href="#cite_ref-:0_1-0">^</a></b></span> <span class="reference-text"><style data-mw-deduplicate="TemplateStyles:r1238218222">.mw-parser-output cite.citation{font-style:inherit;word-wrap:break-word}.mw-parser-output .citation q{quotes:"\"""\"""'""'"}.mw-parser-output .citation:target{background-color:rgba(0,127,255,0.133)}.mw-parser-output .id-lock-free.id-lock-free a{background:url("//upload.wikimedia.org/wikipedia/commons/6/65/Lock-green.svg")right 0.1em center/9px no-repeat}.mw-parser-output .id-lock-limited.id-lock-limited a,.mw-parser-output .id-lock-registration.id-lock-registration a{background:url("//upload.wikimedia.org/wikipedia/commons/d/d6/Lock-gray-alt-2.svg")right 0.1em center/9px no-repeat}.mw-parser-output .id-lock-subscription.id-lock-subscription a{background:url("//upload.wikimedia.org/wikipedia/commons/a/aa/Lock-red-alt-2.svg")right 0.1em center/9px no-repeat}.mw-parser-output .cs1-ws-icon a{background:url("//upload.wikimedia.org/wikipedia/commons/4/4c/Wikisource-logo.svg")right 0.1em center/12px no-repeat}body:not(.skin-timeless):not(.skin-minerva) .mw-parser-output .id-lock-free a,body:not(.skin-timeless):not(.skin-minerva) .mw-parser-output .id-lock-limited a,body:not(.skin-timeless):not(.skin-minerva) .mw-parser-output .id-lock-registration a,body:not(.skin-timeless):not(.skin-minerva) .mw-parser-output .id-lock-subscription a,body:not(.skin-timeless):not(.skin-minerva) .mw-parser-output .cs1-ws-icon a{background-size:contain;padding:0 1em 0 0}.mw-parser-output .cs1-code{color:inherit;background:inherit;border:none;padding:inherit}.mw-parser-output .cs1-hidden-error{display:none;color:var(--color-error,#d33)}.mw-parser-output .cs1-visible-error{color:var(--color-error,#d33)}.mw-parser-output .cs1-maint{display:none;color:#085;margin-left:0.3em}.mw-parser-output .cs1-kern-left{padding-left:0.2em}.mw-parser-output .cs1-kern-right{padding-right:0.2em}.mw-parser-output .citation .mw-selflink{font-weight:inherit}@media screen{.mw-parser-output .cs1-format{font-size:95%}html.skin-theme-clientpref-night .mw-parser-output .cs1-maint{color:#18911f}}@media screen and (prefers-color-scheme:dark){html.skin-theme-clientpref-os .mw-parser-output .cs1-maint{color:#18911f}}</style><cite id="CITEREFHartman2002" class="citation book cs1"><a href="/wiki/Robert_S._Hartman" title="Robert S. Hartman">Hartman, Robert S.</a> (2002). <a rel="nofollow" class="external text" href="https://books.google.com/books?id=4hlJEeNi8pIC&pg=PA207"><i>The Knowledge of Good: Critique of Axiological Reason</i></a>. Rodopi. p. 207. <a href="/wiki/ISBN_(identifier)" class="mw-redirect" title="ISBN (identifier)">ISBN</a> <a href="/wiki/Special:BookSources/978-90-420-1220-2" title="Special:BookSources/978-90-420-1220-2"><bdi>978-90-420-1220-2</bdi></a>.</cite><span title="ctx_ver=Z39.88-2004&rft_val_fmt=info%3Aofi%2Ffmt%3Akev%3Amtx%3Abook&rft.genre=book&rft.btitle=The+Knowledge+of+Good%3A+Critique+of+Axiological+Reason&rft.pages=207&rft.pub=Rodopi&rft.date=2002&rft.isbn=978-90-420-1220-2&rft.aulast=Hartman&rft.aufirst=Robert+S.&rft_id=https%3A%2F%2Fbooks.google.com%2Fbooks%3Fid%3D4hlJEeNi8pIC%26pg%3DPA207&rfr_id=info%3Asid%2Fen.wikipedia.org%3AEmotive+conjugation" class="Z3988"></span></span> </li> <li id="cite_note-Audi,_1999-2"><span class="mw-cite-backlink">^ <a href="#cite_ref-Audi,_1999_2-0"><sup><i><b>a</b></i></sup></a> <a href="#cite_ref-Audi,_1999_2-1"><sup><i><b>b</b></i></sup></a> <a href="#cite_ref-Audi,_1999_2-2"><sup><i><b>c</b></i></sup></a></span> <span class="reference-text"><link rel="mw-deduplicated-inline-style" href="mw-data:TemplateStyles:r1238218222"><cite id="CITEREFRobert_Audi1999" class="citation book cs1"><a href="/wiki/Robert_Audi" title="Robert Audi">Robert Audi</a>, ed. (1999). <i><a href="/wiki/Cambridge_Dictionary_of_Philosophy" class="mw-redirect" title="Cambridge Dictionary of Philosophy">Cambridge Dictionary of Philosophy</a></i> (2nd ed.). <a href="/wiki/Cambridge_University_Press" title="Cambridge University Press">Cambridge University Press</a>. p. 223. <a href="/wiki/ISBN_(identifier)" class="mw-redirect" title="ISBN (identifier)">ISBN</a> <a href="/wiki/Special:BookSources/978-0-521-63136-5" title="Special:BookSources/978-0-521-63136-5"><bdi>978-0-521-63136-5</bdi></a>.</cite><span title="ctx_ver=Z39.88-2004&rft_val_fmt=info%3Aofi%2Ffmt%3Akev%3Amtx%3Abook&rft.genre=book&rft.btitle=Cambridge+Dictionary+of+Philosophy&rft.pages=223&rft.edition=2nd&rft.pub=Cambridge+University+Press&rft.date=1999&rft.isbn=978-0-521-63136-5&rfr_id=info%3Asid%2Fen.wikipedia.org%3AEmotive+conjugation" class="Z3988"></span></span> </li> <li id="cite_note-Walton,_2006-3"><span class="mw-cite-backlink"><b><a href="#cite_ref-Walton,_2006_3-0">^</a></b></span> <span class="reference-text"><link rel="mw-deduplicated-inline-style" href="mw-data:TemplateStyles:r1238218222"><cite id="CITEREFDouglas_N._Walton2006" class="citation book cs1">Douglas N. Walton (2006). <a rel="nofollow" class="external text" href="https://books.google.com/books?id=BpRUGM8nOdwC&pg=PA220"><i>Fundamentals of critical argumentation</i></a>. <a href="/wiki/Cambridge_University_Press" title="Cambridge University Press">Cambridge University Press</a>. p. 220. <a href="/wiki/ISBN_(identifier)" class="mw-redirect" title="ISBN (identifier)">ISBN</a> <a href="/wiki/Special:BookSources/978-0-521-82319-7" title="Special:BookSources/978-0-521-82319-7"><bdi>978-0-521-82319-7</bdi></a>.</cite><span title="ctx_ver=Z39.88-2004&rft_val_fmt=info%3Aofi%2Ffmt%3Akev%3Amtx%3Abook&rft.genre=book&rft.btitle=Fundamentals+of+critical+argumentation&rft.pages=220&rft.pub=Cambridge+University+Press&rft.date=2006&rft.isbn=978-0-521-82319-7&rft.au=Douglas+N.+Walton&rft_id=https%3A%2F%2Fbooks.google.com%2Fbooks%3Fid%3DBpRUGM8nOdwC%26pg%3DPA220&rfr_id=info%3Asid%2Fen.wikipedia.org%3AEmotive+conjugation" class="Z3988"></span></span> </li> <li id="cite_note-:1-4"><span class="mw-cite-backlink">^ <a href="#cite_ref-:1_4-0"><sup><i><b>a</b></i></sup></a> <a href="#cite_ref-:1_4-1"><sup><i><b>b</b></i></sup></a></span> <span class="reference-text"><link rel="mw-deduplicated-inline-style" href="mw-data:TemplateStyles:r1238218222"><cite class="citation web cs1"><a rel="nofollow" class="external text" href="https://www.edge.org/response-detail/27181">"Edge.org"</a>. <i>www.edge.org</i><span class="reference-accessdate">. Retrieved <span class="nowrap">2023-02-15</span></span>.</cite><span title="ctx_ver=Z39.88-2004&rft_val_fmt=info%3Aofi%2Ffmt%3Akev%3Amtx%3Ajournal&rft.genre=unknown&rft.jtitle=www.edge.org&rft.atitle=Edge.org&rft_id=https%3A%2F%2Fwww.edge.org%2Fresponse-detail%2F27181&rfr_id=info%3Asid%2Fen.wikipedia.org%3AEmotive+conjugation" class="Z3988"></span></span> </li> <li id="cite_note-:2-5"><span class="mw-cite-backlink">^ <a href="#cite_ref-:2_5-0"><sup><i><b>a</b></i></sup></a> <a href="#cite_ref-:2_5-1"><sup><i><b>b</b></i></sup></a></span> <span class="reference-text"><link rel="mw-deduplicated-inline-style" href="mw-data:TemplateStyles:r1238218222"><cite class="citation web cs1"><a rel="nofollow" class="external text" href="https://www.kith.org/words/2011/11/22/emotive-conjugations/">"Emotive conjugations – Words & Stuff"</a>. <i>www.kith.org</i><span class="reference-accessdate">. Retrieved <span class="nowrap">2023-02-15</span></span>.</cite><span title="ctx_ver=Z39.88-2004&rft_val_fmt=info%3Aofi%2Ffmt%3Akev%3Amtx%3Ajournal&rft.genre=unknown&rft.jtitle=www.kith.org&rft.atitle=Emotive+conjugations+%E2%80%93+Words+%26+Stuff&rft_id=https%3A%2F%2Fwww.kith.org%2Fwords%2F2011%2F11%2F22%2Femotive-conjugations%2F&rfr_id=info%3Asid%2Fen.wikipedia.org%3AEmotive+conjugation" class="Z3988"></span></span> </li> </ol></div></div> <div class="mw-heading mw-heading2"><h2 id="External_links">External links</h2><span class="mw-editsection"><span class="mw-editsection-bracket">[</span><a href="/w/index.php?title=Emotive_conjugation&action=edit&section=7" title="Edit section: External links"><span>edit</span></a><span class="mw-editsection-bracket">]</span></span></div> <ul><li><a rel="nofollow" class="external text" href="http://grammar.about.com/b/2008/05/26/im-firm-youre-obstinate.htm"><i>New Statesman</i> examples listed in Richard Nordquist's Grammar & Composition Blog</a> <a rel="nofollow" class="external text" href="https://web.archive.org/web/20140414070939/http://grammar.about.com/b/2008/05/26/im-firm-youre-obstinate.htm">Archived</a> 2014-04-14 at the <a href="/wiki/Wayback_Machine" title="Wayback Machine">Wayback Machine</a></li></ul> <div class="navbox-styles"><style data-mw-deduplicate="TemplateStyles:r1129693374">.mw-parser-output .hlist dl,.mw-parser-output .hlist ol,.mw-parser-output .hlist ul{margin:0;padding:0}.mw-parser-output .hlist dd,.mw-parser-output .hlist dt,.mw-parser-output .hlist li{margin:0;display:inline}.mw-parser-output .hlist.inline,.mw-parser-output .hlist.inline dl,.mw-parser-output .hlist.inline ol,.mw-parser-output .hlist.inline ul,.mw-parser-output .hlist dl dl,.mw-parser-output .hlist dl ol,.mw-parser-output .hlist dl ul,.mw-parser-output .hlist ol dl,.mw-parser-output .hlist ol ol,.mw-parser-output .hlist ol ul,.mw-parser-output .hlist ul dl,.mw-parser-output .hlist ul ol,.mw-parser-output .hlist ul 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