In George Orwell’s 1984, the idea behind Newspeak, a drastically narrowed official vocabulary, is to control the range of thoughts people have. Limit the language and you limit critical thinking, abstract concepts, the ability to debate and dissent. And so, each year, the number of permitted words shrinks.
Modern English is not like this. Our sentences are often compressed by the limitations of social media, but our vocabulary remains plentiful. However, Newspeak is also “marked by euphemism, circumlocution, and the inversion of customary meanings”, and this is very familiar in today’s world of soundbites, jargon and corporate gibberish. We are inundated by words and phrases whose function is not to clearly communicate meaning, but often the very opposite. For instance, where once we had opinions, we now demonstrate thought leadership. Where once people were selfish, now they are narcissists. And instead of looking to the future, we move forward.
The good news, perhaps, is that most of these words quickly get used to the point that they become meaningless. The bad news, of course, is that new words appear all the time, like a dictionary of jargon and psychobabble slapping a human face forever. So, what are some of the most annoying words and phrases out there?
Authenticity
Be authentic. This call for not being fake and keeping it real sounds innocuous enough, right? But it rarely means this. For instance, when applied to neighbourhoods, restaurants and craft ales “authentic” has come to mean “carefully curated to appeal to hipsters”. Just look at your average cafe with its vintage light fittings, exposed concrete and distressed brickwork. The kind of authenticity you find in London is remarkably similar to that which you’ll find in Austin, Oslo or Bangkok. Meanwhile, we’re often encouraged to bring our “authentic selves” to work, but this throws up several questions. Does anyone really want to do this? Does your boss really want your real self anywhere near the office? And is your authentic self who you really are anyway?
Moving forwards
Like many of today’s coinages, this one comes from the corporate workplace. It’s easy to see why corporate speak has become so endemic. People want to sound professional and there is the belief that this is how “professional” people communicate. Moreover, by cloaking what you do in baffling buzzwords, you create a mystique, often around very mundane tasks. You may also obfuscate the meaning of unpleasant actions – for example, downsizing never sounds quite as bad as sacking.
But “moving forwards” particularly grates. Perhaps it’s popular because it conveys a sense of movement and dynamism. But it’s an oddly imprecise phrase. Why not say “in the future” or “in six months’ time”? Even “looking ahead” is better. Often it’s used when no modifier is required: “We need to grow the business moving forward.” Here, it means nothing at all.
Story
As in: “It isn’t part of my story.” This really just means “life” but where it differs from “life” is that it allows you to cast yourself as the main character in a narrative that is full of meaning and resonance. People talk about parenting and all manner of other things becoming part of their “story”. Far harder, but more honest, to admit that a huge amount of what happens to you is down to chance.
Thinking outside the box
Another example from the workplace. There is nothing wrong with this as an idea – it just means novel or smarter thinking. But the problem is, if everyone thinks outside the box – or thinks they are thinking outside the box – then nobody thinks outside the box. To slightly adapt an old joke, you’re thinking differently, just like everyone else.
Narcissist
Another popular source of contemporary coinages is therapy and self-help culture. Therapeutic sounding words are often employed in everyday usage because they convey the feeling that the speaker has authority. Words are used to elevate you above the person you are speaking to or about. In both workplace and self-help speak, repurposed words are used to signal membership of groups – with you inside the group, naturally.
“Narcissist” is a good example of this type of appeal to authority. Call someone “self-centred” or “selfish” and you’re just bad-mouthing them. Call someone a narcissist and you’re using the expert language of professionals. Your opinion matters more – and they’re a bad person. See also: “main character syndrome”.
Disruptive
Another once fine, but now meaningless word. It was originally used to describe entrants to markets (whether companies or products) that shook up the status quo. Now it’s usually appended to anything new. Check out Bob’s disruptive new leadership paradigm.
Thought leadership
The term “thought leader” was originally used to denote an expert or someone whose ideas held considerable sway. But now “thought leadership” is just a way of badging everything you ever say. Like thinking outside the box, it has come to mean everything and so means nothing.
IRL
Internet slang is another rich source of today’s jargon. IRL has permeated IRL conversations – as in: “Let’s meet IRL.” But, seriously, wouldn’t you rather just meet “face-to-face”?
Internet slang is often used to show belonging or to cloak meaning – particularly from parents or to avoid being flagged by content moderating algorithms (that’s why it’s known as algospeak). And sometimes it’s just for the LOLs.
Toxic
People tend to attach this word to anything they find vaguely upsetting. But remember when relationships just didn’t work and people were just difficult? All too often the word is now used as a way of stigmatising things you don’t like. But don’t worry: the other person probably describes you as toxic too.
Gaslighting
A good example of a word that has been overused to the point of losing its original and important meaning. Originally, it meant “to manipulate another person into doubting their own perceptions, experiences or understanding of events”. Now it can all too often be used as a go-to retort when people tell you minor lies or, worse, if they just disagree with you. For instance, a person might claim to be gaslighted by the inclusion of the word in this list.
Punch a puppy
This delightful business phrase means to do something bad that’s good for the business. Where it falls down is that, while punching puppies is bad, in real life there’s very little upside, business or otherwise. But if you just want a phrase that reeks of mindless, bro-ish workplace machismo, knock yourself (or the puppy) out.
So next time you find yourself reaching for the kind of meaningless jargon that often serves as today’s insidious Newspeak, consider exactly why you’re using that particular word or phrase. And bear in mind the stark and frank exchange in 1984 between Winston Smith, played by Andrew Garfield in Audible’s new adaptation, and his colleague Syme, played by Francesca Mills: “It’s a beautiful thing, the destruction of words … In the end, we shall make thoughtcrime impossible, because there’ll be no words in which to express it.”
Audible’s new dramatisation of George Orwell’s classic tale stars Andrew Garfield, Cynthia Erivo, Andrew Scott and Tom Hardy, with an original score by Matthew Bellamy and Ilan Eshkeri. Listen now. Subscription required. See audible.co.uk for terms.
Audible and the Audible logo are trademarks of Audible, Inc or its affiliates
