A ‘Major’ Speech? Says Who?

If we’re going to say that a candidate is set to deliver a “major” address about something, in almost all cases we need to make clear that’s how the candidate’s campaign is characterizing it, not NPR.

This introduction to a Newscast spot last night did the job well:

“To the chants of  ’USA. USA,’ Donald Trump has taken the stage in Phoenix, Arizona, tonight to deliver what his campaign has billed as a major policy speech on immigration.”


Yes, there are times when objective observers agree that a speech is going to be “major” or some similar word. But in most cases, “major” is a word that campaigns want the media to use to help build anticipation — whether it fits or not. The best advice: Avoid or attribute, and if we don’t think the facts support the campaign’s spin, don’t even use the word.

The same goes for describing the speech after it’s delivered. Some questions need to be answered. Who says it was a “major” address? If we’re going to characterize it that way, what’s our proof? How was it anything more than what the candidate usually says?

(“Memmos;” Sept. 1, 2016)

September 1, 2016

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