Emma Byrne, a science writer and artificial intelligence researcher, has just published a new book called Swearing is Good for You: The Amazing Science of Bad Language and it sounds fucking great. "If you ask people what they think about swearing, they tend to insist that it diminishes the speaker's credibility and persuasiveness—-especially if the speaker is a woman," Byrne writes. But actually, a presenter's swears can sometimes make them damn more convincing. From Smithsonian:
In the book, Byrne cites one study that examined the rhetorical effects of swearing on an audience that was already sympathetic to the speaker's message. For the study, psychologists Cory Scherer of Penn State University and Brad Sagarin from Northern Illinois University showed videotaped speeches to 88 undergraduate students. Participants listened to one of three different versions of a speech about lowering tuition rates at a university—one with no swearing, one that had a "damn" thrown in the middle, and one that opened with a "damn." The rest of the speech was unchanged.
"The students who saw the video with the swearing at the beginning or in the middle rated the speaker as more intense, but no less credible, than the ones who saw the speech with no swearing," Byrne summarizes in her book. "What's more, the students who saw the videos with the swearing were significantly more in favor of lowering tuition fees after seeing the video than the students who didn't hear the swear word."
Byrne delineates between what she calls propositional swearing, which is deliberate and planned, and non-propositional swearing, which can happen when we're surprised, or among friends or confidants. Trump's most recent swear, she suspects, is of the latter category. Among his supporters,President Trump's profanity is often considered a sign of honesty – e.g. "he tells it like it is." A leader's coarse choice of words can be an instance of deliberate use of profanity as a rhetorical device, says Byrne. "As with rehearsed gestures and well-orchestrated photo opportunities, swearing can be used instrumentally to give an impression of passion or authenticity," she says.