Opinion piece by Yasmina Madafi, co-founder of La Nouvelle Agence
There was a time when words were chosen with care, when sentences were weighed as carefully as a diamond is polished, when the spoken word carried as much weight as the written one. Today, brutality seems to have become a dominant mode of expression, almost a prerequisite for being heard in a world where everything moves too fast, and where the echo of the latest clash has barely faded before the next one begins.
Nuance has been sacrificed on the altar of speed, politeness is increasingly dismissed as a relic of a bygone era, and subtlety as an unnecessary luxury.
Trump and Zelensky: an example of unfiltered language
The exchange between Donald Trump and Volodymyr Zelensky offers a striking example of this increasingly confrontational language, in which even the usual veneer of diplomatic politeness appeared to fall away. To many observers, the exchange reflected a stark imbalance of power rather than a conversation between equals. Yet this moment is not an isolated one. It reflects a broader environment in which public discourse increasingly resembles a boxing ring and power dynamics are ever more visible, including in the way we communicate. We have accepted — and at times even encouraged — the idea that to be heard, you need to hit hard, provoke and sometimes humiliate. As if a show of strength carried more weight than a display of intelligence.
In our profession — press relations, marketing and communications — this shift is visible everywhere. We no longer simply put forward an idea; we seek to impose it. We no longer engage in dialogue; we make pronouncements. The loudest campaigns attract attention and the most provocative statements generate engagement. Frankness is too often confused with brutality, authority with contempt. And amid this cacophony, elegance of expression and subtlety of message are being lost.
The power of a message is not measured by its volume
Communication is not about shouting louder than everyone else. It is not about silencing the person opposite you or overwhelming them with a display of superiority. Communication is about forging connections, building a common language and cultivating mutual respect. The power of a message should not be measured by the aggressiveness of its tone, but by its ability to resonate, persuade and bring people together. And yet, how often do we see brands, opinion leaders and politicians succumb to the temptation of shock tactics and verbal confrontation, convinced that only excess will leave a lasting impression?
We need to restore elegance to our exchanges, give words back their weight and listening its value. This is not about nostalgia; it is about necessity. In a world where mistrust has become widespread, where image so often takes precedence over substance, and where political communication itself has embraced the dynamics of confrontation and domination, there is an urgent need to rediscover the consideration and restraint that make meaningful conversation possible.
It starts with paying attention: attention to the words we use, the reactions they provoke and the responsibility they carry. Words are not harmless. They shape our imagination, influence our perceptions and affect our behaviour. Brutal language, when repeated and normalised, can ultimately shape the way an entire society communicates. What we come to accept in language, we may gradually become more willing to accept in behaviour.
Choosing our words means choosing our society
Look around us: the rise of populist rhetoric, the hostility of exchanges on social media and the increasingly polarised nature of some debates all point to a coarsening of public discourse. The same questions arise in the workplace. How much damage is caused by toxic communication, aggressive management cultures or a lack of basic consideration in everyday interactions? How many talented people choose to leave organisations where respect is no longer treated as a fundamental value?
It is time to ask ourselves an essential question: do we really want to live in a world where the harshest words carry the most weight? Or can we collectively bring respect, listening and restraint back into our interactions? This choice matters. It shapes the quality of our relationships, the credibility of our words and, ultimately, the society we are building.
As Alain Souchon reminded us in his song Foule sentimentale, the way people speak to us helps shape our relationship with the world. What if we chose, together, to rediscover the value of choosing the right words?
