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The Ethics of Language: How Words Command, Persuade & Empower

The Ethics of Language: How Words Command, Persuade & Empower TOK - Knowledge and language Ethics Visual organizer to accompany video: https://drive.google.com/file/d/1dQw1... Words do more than inform—they issue orders, stir emotions and shift real-world power. In this Deep Dive we unpack the moral muscle hiding inside everyday language: Deontic verbs & duty – why shall, must and ensure turn talk into obligation. Manipulation red-flags – from “clean coal” spin to deep-fake CEO heists. Feeling + fact – how moral claims blend emotion with assertions (Greta, #MeToo, court rulings). Fuzzy but useful – why big, blurry ideals like sustainability or fairness still drive action. Scoring “good” – the promise and pitfalls of metrics (HDI, ESG, carbon prices). Interpreters on the front line – ethical minefields in courtrooms, hospitals and AI translation. Power & language wars – who gets to coin, ban or re-brand the words that shape policy and rights. By the end you’ll have a sharper radar for the moral weight in the words around you—and in the ones you choose yourself. 👍 Like, subscribe & hit the bell to keep your critical-language lens polished. 💬 Question for the comments: Which phrase in your field feels ethically loaded (or suspect) once you look closer? #TOK #Ethics #Language #Power #Communication #DeepDive 0:00 Welcome & roadmap – why ethics lives inside language 0:46 Normative grammar – deontic verbs and moral obligation 1:45 Spotting manipulation – fear ads, “clean coal,” deep fakes 3:33 Hybrid expressivism – emotion + moral claims, from Thunberg to tech walk-outs 5:52 Productive fuzziness – sustainability, AI “fairness” & the value of vague ideals 7:51 Can we measure ‘good’? – HDI, effective altruism & carbon pricing 9:41 Ethics of interpretation – Nuremberg to AI handheld translators 11:52 Power & contested language – bans, algorithms & activist re-branding 13:29 Seven key takeaways – duty, manipulation, emotion, fuzziness, metrics, interpreters, power 14:46 Final reflection & outro – stay alert to who frames the moral narrative