If you're not a politician, there’s no need to say “sadly died”. We all know it's sad. Even a psychopath doesn't need to be told what the socially appropriate emotion is when his fellow citizens die of an infectious disease.
No grieving person says, “my husband sadly died yesterday” or “my daughter sadly died before I saw her”.
This linguistic styling is, quite transparently, an exercise in image management ("You can tell I am a person who cares, because I said ‘sadly died’").
This linguistic styling is, quite transparently, an exercise in image management ("You can tell I am a person who cares, because I said ‘sadly died’").
No doubt the comms people have instructed ministers on the approved language. You can picture the prepping immediately before the daily press conference: "Remember that you care about the people who sadly died. It might help to picture them as party donors”.
Some of them find it easier than others. Priti Patel doesn't do sympathy, but she is sorry if some people are sad about so many other people having sadly died.
Dominic Raab is clear that he’s very sad about it, because the boss left instructions that it’s very sad, but isn’t it terrific news that the boss has pulled through?
Matt Hancock is the best at looking sad. He really does care. After all, it's his brief, and his political future that’s on the line. If he doesn’t get this right, he’ll be sadly sacked.
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