Joe Santana, CEO of Joseph Santana, LLC, is known as an advisor, author, and speaker who helps companies prepare for a diverse 21st-century workplace. However, Santana has noted that terms like “woke” and “DEI” (diversity, equity, and inclusion) have been hijacked by opponents who redefine them in ways that undermine their original meaning. For example, “woke” was originally about social and political awareness, but critics now dismiss it as excessive political correctness. Similarly, DEI initiatives have been reframed as “reverse discrimination” by some, portraying them as divisive and unfair.
The strategy of hijacking and redefining words is used to win debates by controlling the narrative. By manipulating language to shift perceptions and set the rules of discussion in their favor, hijackers can confuse opponents and audiences, making it difficult to counter their arguments effectively. However, when opponents try to escape the hijacker’s trap by changing their terminology, it often concedes control of the conversation and appears evasive. Instead, it is essential to stand firm and reclaim the original meaning of terms to maintain clarity and control over the narrative.
Santana believes that DEI leaders and advocates need to develop better debating skills to effectively counter the hijacking of terms like woke and DEI. By preparing facts, researching potential attacks, and staying calm but firm during exchanges with opponents, advocates can strengthen their position and communicate more effectively. The key is consistency in language and confidently defending the original meaning of terms, preventing opponents from dictating the terms of discussion.
To improve debating skills, Santana recommends five steps: preparing before engaging with opponents, researching potential attacks, preparing rebuttals with facts, staying calm but firm during exchanges, and reviewing and strengthening approaches for future encounters. By using facts and examples to counter attacks on DEI, advocates can challenge misconceptions and maintain control over the narrative. Ultimately, Santana advises DEI leaders to stop running from debates and start reclaiming the narrative by confidently defending the definitions of their terminology and the facts about DEI.
In conclusion, Santana emphasizes the importance of standing firm and defending the original meanings of terms like woke and DEI to maintain clarity and control over the narrative. By developing better debating skills and preparing rebuttals with facts, DEI leaders and advocates can effectively counter attacks and challenge misconceptions about DEI initiatives. The key is to reclaim the narrative by confidently defending the definitions of terminology and presenting evidence to support the value of DEI in the workplace.
