Nowhere has the death of the English language been more clearly illustrated than in the rise of ‘corporate’ English. You know what I mean – that needless use of ten words where one will do to suggest greater linguistic reach than is apparent. But before I chew on this matter more, let me get all my ducks in a row, make sure we are on the same page and that we have enough wriggle room to reach conclusions and the win-win we so anxiously anticipate.
I’ll begin the blamestorming immediately. It’s America’s fault Specifically I blame their every corporate boardroom of each multinational conglomerate where the English language is spoken (or mangled, misappropriated, disembowelled or abused).
English, and let’s not forget that it is still, however tenuously, called English and not American, is the language of Shakespeare and Dickens and, despite this weighty pedigree, is a language in evolution. All languages are. If they don’t evolve, they are lost to the pages of history. How many can read, truly read, the language of Chaucer?
Take Welsh for instance. As a child on holiday in Wales I was openly amazed at the language which had clearly not evolved but remained rigid and inflexible, preserved more as a museum item perhaps and less as a living language. In tiny corner shops, ancient wrinkled crones, wrapped in warm scarves, spouted what seemed like gibberish, occasionally punctuated by English words such as ‘teenager’ or ‘lemon barley water’ and ‘refrigerator’ evidently words which had too little sway in common parlance to necessitate a specific Welsh counterpart. one can imagine some kind of Eisteddfod delegated to the preservation of ”microwave’, ‘diet plan’ and ‘garden centre’.
Even Germany recognises the need for linguistic evolution. In the First World War, faced with tanks for the first time ever, Germany struggled to find a word to describe them, plumping eventually for ‘Schutzengrabenvernichtungsautomobil’. By the time they had alerted other troops to the presence of tanks on the battlefield “Finden sie mir bitte schnell eine schutzengrabenvernichtungsautomobil”, (get me a tank quick) the war was over frittered away in those extra letters and syllables. Twenty years later they had the much more catchy ‘Panzer’ and, for a while, things went much better for.them.
Corporate bullshit, or bovine scatology, as General Norman Schwarzkopf famously dismissed the Iraqi propaganda machine, is everywhere. Many years ago I worked in a medical writing agency where we were expected to churn out this kind of drivel for clients impervious to proper English, too desensitised by corporate claptrap, to recognise a well turned phrase if it hit them between the eyes. A colleague, who I shall call Jim Jones, and I, from the opposite side of the office would play bullshit bingo with unsuspecting clients. In case you are unfamiliar with the rules, they are few and simple. Players (the participants in a particularly tiresome teleconference) generate their own list of bullshit terms and wait until the clients use them. This continues until somebody declares bingo. Listen out while a reticent client asks to “circle back” on the proposition while they “get all the ducks in a row” then asks to “table this” so that they can get enough “boots on the ground” to pick off the “low hanging fruit”. Obviously it’s important not to “reinvent the wheel” whilst throwing the idea “up in the air to see what sticks”. Jim had an exquisitely sensitive ear for this kind of boardroom nonsense and generally won the contests. It all came to an abrupt halt after one particularly comical session when Jim, as usual, celebrated his victory by screeching “Bingo”. Jim learnt a valuable lesson that day. Always check whether your microphone is live. The explanation that followed from the client services representative was worthy of Blackadder at his most evasive.
Once I found my own grasp of the English language being polluted by these ridiculous linguistic distortions, I had to leave. Even without a new job in the offing, it was hard to stomach. I’ve never deluded myself that I am a significant writer but I simply couldn’t keep a straight face when asked to churn out more of the same.
As I said earlier, I hold most Americans responsible for the development of obfuscating terminology and its adoption by boardrooms around the world. Sorry chaps but color is not how you spell colour. And the opposite of day is night not nite. There is also no American equivalent of fortnight as I discovered once when trying to book a hotel stay for fourteen nights. Sentences end with a full stop not a period. British chips are American fries while British crisps are American chips. “Let’s get a handle on this” by an American means broadly “let’s try and understand this”.
Even in extremis our American cousins still find time for linguistic mangling. “Let’s catch him” a British policeman might say. His American equivalent might invite his team to “endeavour to apprehend this individual”. These terms even extend to our last cherished moments. No longer do doctors talk plainly of ‘death’ but wrap this in absurdities such as a ‘negative patient care outcome’. Well yes, patient care outcomes don’t come more negative than death. A kind of lose-lose scenario?
We don’t want to reinvent the wheel so let’s put a pin in it before we throw it up to see what sticks. While we work hard and play hard, let’s table this until we get boots on the ground. We can always circle back to get our ducks in a row or synergise before we hop on a call.
