As US election year dawns, so the role of language in the campaign will come to the fore once more. During the 2012 election campaign, I wrote about how the finding of the right word could potentially swing the entire poll, while also noting how Mitt Romney’s travails with language could have contributed to his dismal final result.
So it’s disappointing to note that in the 2016 version so far, the times that language has come to the fore have been more the subject of ridicule and controversy than anything else. Last month it was Donald Trump and his use of the term schlonged. This time around, Trump is still at the centre of things, but even more central to events is Sarah Palin.
It is the use of the word ‘Squirmish’ which has caused all the fuss this time. In her much-dissected endorsement of the Republican front-runner, Palin referred to squirmishes happening around the world, meaning a kind of low-level skirmish. Interestingly, after the inevitable initial amusement, criticism and Twitter reaction, there seems to have been an almost grudging respect for the term. Some have said they find it actually quite useful, while dictionary.com used it as a way to discuss the way that words are introduced in election campaigns generally, while also saying Palin was not the first person to use it.
While I doubt that Palin was aware of the 19th century citations to which dictionary.com alludes, and whether it was a deliberate neologism or a cock-up, there is no doubt that squirmishes has emerged as the first word of this year to be associated with the campaign, and it appears to have a certain amount of momentum to keep it in the public domain for at least a few weeks.
I suppose the level of squirmishes between the candidates might dictate how long it stays current for.