You Are Not Human || REVIEW by Lauren Kirton / @kirton_lauren
It is clear to all that it was Hitler’s public presentation of the Jewish people as ‘other’ that paved the way to the events of the Holocaust, but how often do we stop and think about the effects of our private everyday language? In You Are Not Human, author Simon Lancaster considers how metaphors can dramatically alter our perception; making what was previously disturbing appear pleasant.
As one of the world’s foremost experts on communication, Lancaster provides expert commentary for the BBC and Sky News, as well as writing columns for The Guardian and Total Politics. He began his career in the late 1990’s writing for Tony Blair’s Cabinet, and currently has clientele in some of the world’s biggest companies.
Considering this experience, where speeches must be tailored to speaker and audience, it’s no surprise that the book reads well. It begins by explaining the basic premise of a metaphor, that something isn’t just similar, but is something else. Using a conversational style, Lancaster compels his readers to consider their frequent use of metaphors; love can ‘blossom’ or ‘grow’, ideas can ‘take root’ or ‘become embedded’. This style makes for an interesting and enjoyable read, as though there are ideas and themes between, chapters can be read as individual essays.
These ideas are then related to tangible examples of how metaphors have been utilised and abused throughout history. The book's first discussion centres on how the non-apple of René Magritte’s work, came to inspire todays biggest technological brand, representing ideas of fruitfulness and growth. This focus on contextualising the use of metaphors allows the reader to grasp the true power of language.
You Are Not Human continues with meditations on the problems of the term ‘vegetative state’ in the medical industry, the Nazi’s use of animal imagery to demonise the Jewish, and considers the modern day ‘troll’ phenomenon. A truly fascinating book, You Are Not Human is a success that Baroness Warsi stated is “a timely and pressing reminder why politicians should think before they sound bite…".
Click here: You Are Not Human by Simon Lancaster / @bespokespeeches
Published: 11 SEPTEMBER 2018