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I or We

Secretary-General of Co-Operatives UK, Ed Mayo, on how the words we use can reveal more than we intend

The words we use can reveal more than we intend.

Coming in to my new role at Coops UK, I was interested to have a look at how cooperative our leaders in society are and chose a simple and playful test. Do they talk in speeches about 'I' or 'we'? Do they talk about 'me' or about 'us'?

A few years ago, this would be a three month ResPublica research project. Today, with the aid of downloading and word counts, I started after lunch and ended before tea.

So what were the results? In the run up to the general election all the political parties have been talking about how they are going to embrace co-operation.

Both David Cameron and Gordon Brown scored over 2.5 - with Cameron just ahead - while Nick Clegg was well behind with 1.85.

Our UK leaders were streets ahead of continental counterparts, such as Nicholas Sarkozy and Angela Merkel. Je, Je, Je... Ich, ich, ich.

But they were all way behind Churchill (we shall fight them on the beaches) on 6.5 and contemporary faith leaders, such as the Archbishop of Canterbury, Rowan Williams, on 5.82.

The results are admittedly more light-hearted than scientific, but could suggest a lack of togetherness. The political parties seem to make all the right noises but in power will they talk the talk, never mind walk the walk!

Comments on: I or We

Gravatar Cyrus B 16 March 2010
I before we except after 'c'
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Gravatar Fake Fan Base 13 March 2010
This is really interesting.

To say 'we' demands a confidence and knowledge of one's constituency. The most simple of words which expressesses commonality. I'm no expert on this but I imagine that group psychology plays a part and acts as a counter to pure political oratory and spin.

Cameron, as leader of the opposition should have a cohesive constituency ('Us') geared up to defeat the present government ('Them').

Brown as Prime Minister can also use the word 'We' to mean the nation, whether he's elected or not, though clearly he must be careful. It's a diplomatic 'we', which explains his slight deficit.

For Churchill the oppostion were the Nazi's so the 'We' could legitimately mean all of 'Us', added to the powerful quite literal call for arms.

Liberal Democratics. Difficult to comment on the well meaning rag bag. Don't know if this excuse also applies to France and Germany.

Perhaps Cameron's 'We' count should also be higher given the circumstances. Perhaps the rag bag factor plays a part for the conservatives - Etonian's meet the blue rinses!
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Detailed Summary

Date Published
12 March 2010

About The Authors

Ed Mayo

Ed Mayo is Secretary General of Co-operatives UK, the membership network for co-operative businesses. He is a long-...