The power of single words can be the difference between election victory and defeat in the United States. At the start of election year, Wordability considered which words would emerge as the key ones during 2012. But nobody could have predicted that word may prove to be a typo.
But so it is for confirmed Republican candidate Mitt Romney. To celebrate his nomination, his campaign team released their ‘With Mitt’ iPhone app, a chance to append one of 14 pre-written slogans to a picture and then use social media to share the picture and spread the message.
Well the team behind it got one thing right – the power of social media to spread ideas is unsurpassed. The problem comes when the thing that you are spreading is a cock-up. Or in this case, the inability of a campaign team to correctly spell the name of the country their man is trying to govern. Because one of the slogans promised ‘A Better Amercia’.
The hasty re-release of the app, and the assurances by the team that it was one of those things, completely misses the point. The internet had already seized on the gaffe, Twitter went #amercia crazy, blogs were set up in its name as Amercia jokes mushroomed across our interconnected globe. All of which serves to not only confirm the power of social media to get a message across but reinforced Wordability’s contention that individual words have the power to shape a debate and a campaign.
It may well be that this is just a passing story which will be forgotten by next week. But there is a chance it may not, and that instead, the single word Amercia will be drip fed out by opponents, commentators and satirists as the perfect reference point if they want to attack Mr Romney. It could easily become the word that defines the campaign because it will call up so many associations, ideas and sly giggles simply by being dropped into conversation. Just saying that one word will prove to be enough to make a point.
It has already proved to be more lasting in people’s minds than any official slogans. Barack Obama is using the single word Forward as his campaign slogan for 2012, but it seems not to have resonated at all, and certainly not in the way that simply saying ‘Change’ four years ago was enough to turn his supporters into a quivering mass.
The most delicious irony of all in the Romney affair is that it occurred in the same week that America’s latest spelling bee champion was crowned. Fourteen-year-old Snigdha Nandipati triumphed by successfully spelling ‘guetapens,’ a French-derived word that means ambush, snare or trap. Mr Romney will be hoping that his app mishap will not prove to be the linguistic guetapens which keeps him out of the White House.