Glittering Generalities
Glittering Generalities: feel-good words with no concrete meaning.
How to spot it
Words everyone agrees with, used so you agree with the speaker: "freedom", "common sense", "working families", "our values", "a brighter future". Ask what exactly would change if the speaker got their way. If the answer isn't in the text, the fine words are standing in for it.
What doesn't count
Values are allowed in politics. "Survivors deserve justice" followed by what that means in law is argument. The technique is the value word with nothing concrete behind it.
Our model sometimes flags plain advocacy as this technique, "workers who built this country's wealth deserve a raise", for example. That's a known weakness we are working on, so check the context.
Real examples
Flagged by Semblen's model in the last 90 days and picked by rule, not by hand: the newest first, news rotated across left, center and right outlets, at most two ads from any one race. The model has false positives, a quote in a news article may be the outlet reporting what someone else said, and an ad may be quoting its opponent. Follow each link to check it in context.
In the news
“steadfast commitment to the truth”
“traditional British values of fairness, tolerance, and decency”
“against anything that makes America strong, healthy, and great again”
“STRONG AND SMART (High IQ!) PRESIDENT”
“the future of democracy is on the line”
“fought to make others free”
In 2026 campaign ads
“honesty, respect, and shared values”
“principled leaders”
“Freedom means Montana decides”
“true champion for Kansans”
“protect Alaska's industries, workers, and community values”
“Help Save Our Country”
In government statements
“the greatest nation in the history of the world”
“Make America Safe Again”
“free, strong, secure, and prosperous”
“America first and peace through strength”
“greatest nation in the history of the world”
Related techniques
Something wrong or unclear on this page?
Tell us. A person reads every note. Use Yes / No under any example if it isn't really glittering generalities: two readers saying no takes it off the page.
Check something yourself
Paste an article, a speech or a video link into the analyzer and Semblen marks each sentence that uses glittering generalities or any other technique, and says why. It flags manipulation techniques, not political tilt.