"Some political talk show participants are there to cause conflict, not because of their knowledge or cultural level." Marina González Sanz, a member of the Department of Spanish Language, Linguistics and Theory of Literature at the University of Seville, recently argued along these lines at a seminar hosted by the Institute for Culture and Society (ICS) of the University of Navarra. The XIV GRADUN workshop, organized by the Public Discourse project, was entitled "Media-ideological discourse: Political talk shows."

The linguist explained that creating disputes and conflicts within political talk shows is part of media mechanisms that television producers now use to attract viewers.

What characterizes the language used today on political talk shows?

Political talk shows use language that is mainly characterized by three constants that obey the double media-ideological factor. On the one hand, they are colloquialized to lighten the political tone as some viewers or radio listeners may have limited understanding of the topic. This colloquialization also has an ideological function because some voters, especially those from lower socio-cultural strata, tend to vote for politicians that they can understand.

The second factor is the use of verbal slights, i.e., verbal acts that damage another person's image. They consist especially in interruptions, insults, and in sharply and intensely disagreeing with another person. It is first used as a media mechanism that takes advantage of viewer's curiosity about violence and fighting and then as an ideological mechanism that is interested in disqualifying the opposition to strengthen one's own party.

Finally, it involves the development of an argumentative discourse focused on persuading the viewer not to change the channel and on persuading them to vote for a certain ideological choice.

You describe the purpose of discourse as ideological and, at the same time, having to do with the media. What does this double purpose drive at?

The media end means that everything I do is aimed at increasing audience numbers and keeping them. The ideological end is related to the defense of my ideological choice. Thus, on a talk show, any linguistic phenomenon can be ascribed to one or both of these factors.

How does the ideological purpose come into play?

It can be used through mechanisms that we all know and of which we are aware, for example, defending my party's positions. The problem is that there are other mechanisms that are more powerful, but more difficult, to pinpoint. This involves, for example, the use of euphemism to try to avoid mentioning things that do not look good for my political party, ambiguous speech, metaphors, etc. It is a move that involves a kind of "I convince you without you realizing that I am doing so" tactic.

And as for the media element, do you think that the tone and language currently used on political talk shows are appropriate?

It depends on your parameters. In parameters of effectiveness, it is clear that they are appropriate because currently political talk shows have the highest ratings in their time slot. However, from a linguistic point of view, they are inappropriate discursive practices. They can even become dangerous if we remember that most viewers' discursive practice is not yet fully formed and they can take as exemplary practices that are ultimately incorrect.

So how language is used on political talk shows can affect the way one expresses oneself in daily life?

Of course. A person develops his or her discursive practice through the discourse he or she witnesses everywhere and, in that sense, the media context is very important because people spend a lot of time in front of the television and listening to the radio. Thus, if someone is learning to communicate and sees people insulting, screaming at or interrupting each other everyday on television, they end up seeing this practice as normal and may ultimately mimic it.

Why have political talk shows evolved into a realm of verbal slights?

It seems to come from shows that narrate social life. Colloquialization processes have been on air for years in programs like "Sálvame." Whether or not we like it, shows that display people shouting insults, gossiping, and talking about their love lives generates ratings. Political talk shows are imitating those patterns to achieve the same ratings success.

Another problem is that many of political talk shows are housed within broader programs such that the characteristics that define the rest of the program also end up applying to political talk shows.