
At my first job after college, my supervisor told me that I needed to be more proactive. Now, I’d learned plenty of exotic words in college, but proactive? Isn’t that a shampoo? I’d never heard my professors add strength and conditioning with that word, and now this professional was using it for reprimanding.
It was a buzzword for the time. For the next several years, I heard it everywhere. Of course it gave me flashbacks to that traumatic moment in the office. Any word can do that, which is what makes a word so powerful. What one word does to one person does nothing to someone else.
One buzzword I hear a lot today is expectation. My company uses it ad nauseam:
It is an expectation that you follow this SOP, or else there will be corrective action.
Somehow the euphemism, corrective action, sounds more threatening than termination.
We will take action in correcting you.
Those are just a few words I’ve heard over the years that have triggered fear in me, but some other words have triggered disgust. One of them in the last five years that I’ve heard far too often is the word transparent.
“Benjamin, I’m going to be completely transparent with you.”
Transparent? Why can’t you just say clear?
But the addition of two more syllables tries to make the person sound more intelligent than he is. Ever since the first time a supervisor said it to me over a Zoom call, the word has made me squeamish.
And then boom. I started hearing it everywhere—on television, on podcasts—or reading it online. The phenomenon grew its legs. It’s yet another buzzword I hope will die soon.
Another buzzword today is pushback.
Yet another supervisor used it:
“Sometimes a caller will give you pushback.”
Pushback? Why can’t you say “confrontation”? Who came up with this word? The Oxford English Dictionary says its earliest use was in 1901. Except its connotation was different from resistance until the 1940s.
So how did it rise to prominence now?
The word itself is a compound, in which a verb “push” and an adverb “back” are squeezed together to form a noun: pushback. He’s pushing me back as if I were pushing him to begin with.
Didn’t Orwell warn us about the use of nominalizations? Not that “push” and “back” are most commonly nouns, although they can be. The trend today is to pile nouns like they’re pancakes to label something, as if two nouns aren’t enough such as: cancel culture, hustle culture, content creation, engagement farming (one of my least favorites), and SOP, which stands for Standard Operating Procedure. Okay, so it’s a procedure, I get that. A procedure that operates, as opposed to one that doesn’t. Oh, and it’s a standard type of procedure that so happens to operate. How about just calling it a procedure?
As annoying as they are, words like “pushback” or”doomscrolling” are at least digestible compared to the ludicrously tall and syrupy stacks of pancakes known as: public health emergency preparedness, social media influencer marketing, artificial intelligence machine learning, supply chain management, customer relationship management, or work-life balance.
Eons ago, aside from the technological jargon, people usually communicated with one noun and modified it with any number of adjectives—preferably just one. But today it has become the norm to keep the nouns piling. By the third noun, it’s unclear exactly what the thing is anymore: like with artificial intelligence machine learning. At least artificial is an adjective to describe intelligence. But then we get to a machine which is described as intelligence, and learning, which is described as machine. What if we called it artificially intelligent machine-like learning? Or instead of public health emergency preparedness (which makes me wonder why it isn’t preparation) preparing for an emergency in public health. There. Rather than make it one complicated thing, perhaps turn it into a gerund phrase.
I don’t know. It seems this trend is the result of failure to articulate. The landscape is sounding more robotic than ever. When it’s impossible to articulate something, just add more nouns. I’ll be transparent so that there won’t be any disconnect (yet another one of my least favorite buzzwords) when I say that people struggle to express themselves these days.
If we were to transport ourselves to the era of Henry James, we could listen to him express his satisfaction with the steak he ate last night.
“It tasted quite succulent, with its juices oozing from its blood-red center; for it was tender on the inside, yet crispy on the outside.”
And that’s brief, coming from James.
Whereas today, the same steak could be described as:
“Dude, I had like the most awesome steak last night.”
“Really? What was so awesome about it?”
“It was just, like, so awesome. The best steak I ever had. Words can’t even describe how awesome it was.”
My point exactly.
I’m guilty of it too. Attention to detail has been zapped by television and mobile phones and overall sensory overload to the point where, yes, words can’t even describe anymore.
“Just take my word for it, it’s awesome.”
And what would this topic be without the inclusion of literally, and when it’s used improperly, more often than not of course? It’s as prevalent on social media as it is outdoors. You’ll read comments such as: I was so hungry, I literally ate the whole menu.
Uh-huh.
Another egregious word that brings out the valley girl in us all is actually:
“I’m actually very happy for you.”
As if we assumed she wasn’t.
Even academics can abuse this word unconsciously.
A phrase we can retire is: “What in the actual fuck?”
“What the fuck?” is fine; I use it every morning.
But “in the actual” is a mystery. Here we not only question the fuck, but we also explore the interior of the fuck. Not a carbon-copy fuck either. The actual fuck.
You can throw legit into the disposal as well. I read a comment this morning from a woman who said, Every time I tell a stranger I’m an attorney, they legit don’t believe me.
Forget, for a second, that she used the wrong pronoun (a subject for another blog). I guess, in this sentence, legit is a replacement for really. But she took it further and used the adjective as an adverb, when she could’ve just written legitimately. You ask me, I would’ve stuck with really, but only if it were really necessary. Maybe, in her circle, only the cool people use legit.
At the top of the list, though, the worst current offender of all buzzwords in my ears is cringe. Please go away. Anything these days can be cringe-y. And yes, people throw an arbitrary dash before the Y. Or, sometimes if a person isn’t in the mood to use the Y, nor is he in the mood to use it responsibly as a verb, he’ll call something like a bad movie cringe.
“That new Marvel movie is, like, so cringe.”
Rather than saying the movie made him cringe, he makes the verb an adjective. If I didn’t know any better, I would’ve thought it was the movie doing the cringing. Thankfully my common sense is in order.
So those are my nominees for the worst current buzzwords. If there are some that I forgot to list, please add them to the comments.
