“GIRAFFE LANGUAGE” AND “JACKAL LANGUAGE”: A STUDY OF TWO OPPOSITE COMMUNICATION RITUALS

This paper refers to the “giraffe language” and “jackal language”,which allude to the “non-violent communication” concept accordingto marshall b. rosenberg. the two languages being discusseddescribe two different types of rhetoric and, at the same time,two opposite communication/social rituals used by people in theireveryday life and also in the mass media, and omnipresent in theadvertisement. the paper tries to draw attention that contemporarymedia is based on “jackal language” (often strongly rooted in ourculture and mentality) being a language of violence, blockingempathy and stimulating conflicts and tension in interpersonalcommunication and relationships). unfortunately media makes atremendous impact on the customers (especially on young people).this paper aims to propagate and encourage using the “giraffelanguage” described as the language of love, understanding andclemency. the ‘giraffe language’ encourages constructive, matterof-fact and unbiased communication. a long giraffe’s neck becameits symbol - a metaphor of perfect (objectivity) communication.