This technique relies on language that resonates with deeply held values, ideals, or fears of an audience, but is also intentionally ambiguous to encourage acceptance and agreement without the need for concrete evidence or specific details. These generalities serve to manipulate emotions and create a compelling narrative while diverting attention away from the absence of a logical argument.
Glittering generalities resonate because they simplify complex issues into emotionally appealing narratives. By avoiding specifics, the technique allows the audience to bypass critical thinking and align with the message based on its emotional appeal. Cognitive biases like confirmation bias
- the cognitive bias that leads individuals to favor information that confirms their existing beliefs while disregarding or discounting evidence that contradicts them.
and emotional reasoning - a cognitive distortion in which a person concludes that their emotional reaction to something reflects its objective reality.
play a key role, as individuals are more likely to agree with statements that reflect their deeply held values and emotions. This predisposition helps people accept the message as true or valid simply because it feels right.
The vagueness of glittering generalities also taps into the availability heuristic - the mental shortcut that relies on the ease of recall—to evaluate likelihood or importance, rather than considering all relevant information objectively.
, encouraging individuals to fill in the gaps with their own assumptions, making the vague language feel more relevant and convincing, while the oversimplified framing provides comfort and reduces the cognitive load of engaging with complex issues.
Glittering generalities work by masking the lack of substance with emotionally appealing yet empty rhetoric. For instance, a politician might declare, “For a long time we have seen politicians in both parties running from something. It’s time we start running to something—to our vision of what it means to be an American.” This complete lack of specificity creates an emotional appeal that taps into the audience’s frustration or desire for change while offering no concrete details or solutions. By focusing on the vague notion of moving toward something better, the speaker can avoid having to define any specific goals while still rallying support.
Furthermore, glittering generalities generate emotional momentum that can override the audience’s instinct to question the practicality of the message. The uplifting tone of these statements evokes hope, pride, or unity—feelings far more appealing than grappling with the complexities or trade-offs of real solutions. This emotional resonance allows the speaker to build support without being held accountable for delivering on the vague promises they have made.
Exposing glittering generalities is difficult because their emotional appeal make them feel self-evident. Criticizing emotionally resonant language can make critics appear cynical or dismissive of values the audience holds dear. For instance, questioning or demanding specifics of a phrase like “standing up for freedom” can easily be misconstrued as opposing freedom. The audience can conflate the critique of the statement’s lack of substance with an attack on the value itself.
Moreover, the vagueness of glittering generalities leaves little room for direct refutation. Audiences already aligned with the message may resist attempts to reintroduce nuance, as this requires more cognitive effort and risks disrupting the emotional resonance of the moment.
To spot glittering generalities, consider whether the language is actually saying anything specific or just “sounds good.” Does the message provide concrete details or evidence, or is it merely designed to evoke positive feelings? Pay particular attention to what is left unsaid, as the absence of specifics is a key red flag.
By critically examining vague, oversimplified, value-laden language, audiences can resist being swayed by emotional appeals that lack substance.
