Discussion about this post

User's avatar
TomR's avatar

I couldn't agree more. Two terms that drive me nuts - "warfighter", as in our (defense company) supports the warfighter - just like a team sponsor, as opposed to saying our company makes obscene profits by manufacturing things that brutalize, destroy and maim - including our own warfighters; and "boots on the ground" - not people, no sir, just boots.

And George Carlin, as in so many things, was prescient in 1991 when he talked about euphemisms and how "shell shock" eventually morphed into "post traumatic stress disorder". - pain buried under jargon (https://www.youtube.com/watch?v=hSp8IyaKCs0)

Expand full comment
Denise Donaldson's avatar

One of your most profoundly incisive posts, Bill. Bravo!

Most people, from what I've seen, don't pay much attention to specific words. They don't consider what's behind word choices, or reflect that those choices are always deliberate, at least in the cases of media, public statements, speeches, and so on. I'd even extend that observation to social media posts by public figures (Musk, for example). Writers are among the few who see behind the curtain, as do PR people and marketers/advertisers; those last two categories being those who set out to sell things via words. Joe and Jane Average usually take in the words and are thus manipulated to think the way they're intended to, as you've pointed out with regard to, "patriotism."

George Lakoff, whose theories I admire, points out that framing is everything. If the military uses certain targeted euphemisms, they change the entire conceptualization of war, as you point out. That's why it's so important to call out those euphemisms, as you do. Words matter more than just about anything else in affecting events, or, as Edward Bulwer-Lytton said, "The pen is mightier than the sword."

https://en.m.wikipedia.org/wiki/George_Lakoff

Expand full comment
19 more comments...

No posts