Grandiloquence or what the purists and masters of the language call flowery statement confuse than inform or educate the listening or reading publics. Media organizations, especially the broadcast media unique selling point are anchored on the use of simple words and expressions devoid of jargons that may likely put off the listener. The news room maxim, keep it short and simple, KISS guides the conduct of the journalist or the reporter when carrying out his or her duties of interpreting events or occurrences as they break at the global or local scene. Think about the restlessness that characterize a world in a hurry to make things happen, perhaps to recover lost grounds in the wake of the Covid-19 pandemic, a worsening economy that has resulted in job losses, he or she wants to see things on the fast lane. The smart editor or news manager devices ways to attract the reader or listener; attention getting headlines, short and straight to the point expressions does the magic. Statements such as ‘affluent,’ for example, can be watered down to its simplest and easily digestible form.
The journalist’s or the reporter’s task is to find a suitable replacement or expression that could best interpret the politician hyperboles and industry-based jargons to the understanding of even the elementary school pupil because we are talking about mass communication here. The reporter’s audience is a wider and all inclusive one. The medical doctor, the architect and the attorney jargons rather addresses a narrow audience, for example. It is up to the writer, the journalist and the reporter to sift, break them down to the level of the ordinary man in the street to follow the conversation with ease. I must commend some of our media houses for doing so well in this area. Even programme anchors on the television and radio are doing their bits to carry along the listener by simplifying their expressions to inform, educate and entertain the audience that cuts across board. For instance, the journalist or reporter is expected to come clearer on regional dialects such as the Yoruba language and coinage, orobo, lepa, keke maruwa for the sake of the non-Yoruba speaking audience.
It is the duty of the journalist and the reporter to interpret them for the wider audience to follow the discussion without stress. Orobo, for example, is a fat person. Lepa on the other hand is a slim or slender individual, associated mostly with ladies while keke maruwa is the popular yellow tricycle on the Lagos roads also found in some parts of the country. Breaking down words and expressions that are considered complex for the man in the street is a must the journalist or the reporter can’t shy away from. They should make it a habit, and of course, that is likely to be the first tutorial for the young cop or beginner. One can safely dump or put aside statements such as ‘affluent’ and instead go for a simpler and straightforward, easy to grasp expression, ‘rich,’ ‘well-of,’ or ‘comfortable’ for the man or woman who is wealthy. This way, everyone is carried along, the sophisticated and learned and the not too sophisticated gentle man in the street struggling to eke out a decent living. Don’t bore the listener or reader with verbosity and high sounding phrases that would end up achieving nothing. Express yourself rather than trying to impress your audience.
