Tag Archives: brexit

Shrinkflation shows that size matters

Chocolate

Chocolate set to shrink

Even though 2016 was regarded as the year of Brexit and Trump, 2017 is the year when the ramifications of those electoral turn-ups begins to take effect. From a linguistic point of view, this means that we can expect to see an increasing number of new words and phrases coming into the English language as Brexit kicks and Trump starts to, well, kick as well.

The latest word to find itself dominating the news is Shrinkflation – the practice of making products smaller because it is becoming increasingly expensive for manufacturers to maintain the previous size and not increase the price. Many have opted to go for the smaller option rather than the enlarged cost to cusomters as they struggle with unhelpful exchange rates and commodity prices.

In the last week, we have seen reminders of Doritos, Coco Pops and Pepperami as being among the many products shrinking before our eyes, while there are now warnings that Cadbury’s chocolate could be set to follow. The word shrinkflation itself has quickly bedded in as the term to describe this, and it looks like a word that will be around for some time to come. It doesn’t trip off the tongue easily, and it sounds a little forced when you hear people using it in conversation, but as a written word, it seems very likely to be a stayer. It has also had to bide its time – shrinkflation was used in 2014, before Brexit was even connected to it, but it is only now that it is finding its place.

I suppose the question now is what will be the next products to suffer from shrinkflation. Will the fast food giants be forced to rename their signature dishes – will the Big Mac and The Whopper become the Little Mac and The Tiddler? Will Hot Dogs become Hot Puppies?

One thing which I hope won’t suffer from shrinkflation is Wordability, though I am conscious that this has been the case the for last few months, given the lack of new postings on this blog. With language set to reflect the changes across the globe like never before, it is time to to writing again and ensure that at least on these pages, shrinkflation doesn’t strike again.

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The Truth About The Word of the Year

It’s a good job I’m not a betting man. Earlier this year, I said that Brexit was a shoo-in to be named Oxford Dictionaries’ Word of the Year. Thankfully my fiver remained in my pocket rather than with my local bookmaker. The lexicographers of Oxford have announced instead that Post-Truth is its international word of 2016.

But I think they’ve got it wrong.

To me, a word of the year has to encapsulate the year just gone and also be a word that is actually being used on a regular basis. In terms of the former criterion, post-truth fits the brief. Given the crazy political climate we have just lived through, where the veracity of what we hear is open to question and elections are won and lost on the basis of at times spurious claims, the notion that we now live in a post-truth world is a very real one. Defined as “relating to or denoting circumstances in which objective facts are less influential in shaping public opinion than appeals to emotion and personal belief”, it clearly sums up the year we have all lived through.

But while we all recognise this and know it to be true, and while Oxford say that usage has gone up 2,000% in 2016, is it word that anybody ever hears anybody else actually say in daily conversation? Or is it a word of media commentary and online discourse, handy for summing up the zeitgeist and therefore one of the words which helps us to describe the year, but not indisputably the word which defines it.

Despite Donald Trump’s victory, I still maintain that Brexit is the word of 2016, a view which Collins Dictionaries recently endorsed. I think it has international connotations, as it is used as the touchstone by which other elections or movements are now judged. I’ve no idea how much usage has gone up, but I would wager (there I go again) that it is a great deal more than the 2,000% increase recorded by post-truth.

But crucially, it has become a word used by everybody this year and has become fully adopted into the English language better than any other recent word which comes to mind. It went from a slightly odd formation on the sidelines to becoming a fully fledged member of the English language, used and understood by everybody. For goodness sake, we even have a Brexit Minister now, that is how established the word has become. (Hopefully we will never be entering a Government that feels the need to appoint a Post-Truth Minister, but that is a blog for a different site). Its universal acceptance should have sealed the deal.

I do sometimes wonder whether the timing of the word of the year calendar affects Oxford Dictionaries slightly. Collins always goes first, and having bagged the obvious choice, I can only speculate on whether the Oxford powers that be felt that they couldn’t choose the same thing, so had to come up with something related but different. I can’t help feeling that they have plumped for the more academic and erudite choice as a way of marking themselves out, but have simply got it wrong this year.

I probably haven’t enhanced my already minimal chances of being invited to join the committee which decides these things in the future, but no matter. For me, Brexit is and always will be the defining word of 2016. And that is the whole truth.

Put your money on Brexit

Union JackI am not a betting man, so will not be putting a penny on the outcome of the EU Referendum later this year. The fact that I haven’t got a clue which way it will go is also a contributory factor to that decision.

But if I could find a bookmaker who would give me odds on the Oxford Word of the Year for 2016, I think I could put a wager down now and be confident of collecting my winnings in time for Christmas.

Brexit was not born this year. But this is the year in which it has blossomed and bloomed and become the go-to word to encapsulate the campaign to leave the European Union. The Leave campaign? Doesn’t resonate. The Brexit campaign? Bingo!

I first wrote about Brexit in January 2013, when the word began to be used in relation to a possible UK referendum on the EU at some distant time in the future. At the time I said I was surprised to see that Grexit had spawned cousins and was not just a one-off, especially as Brexit remains as inaccurate then as it was now. We are not debating a British exit from Europe, rather a UK-wide one. UKexit still doesn’t cut it.

Nonetheless, the word works. People understand it, it is an easy term to rally behind, it seems to fully encapsulate its subject. It has comfortably bequeathed us Brexiteers to mean people supporting a Brexit, and we all just nod and get on with it. Sometimes a word just fits, and this is one of those times.

In fact, so little do people now care about its etymology that they use Brexit as the catch-all term for stories about Northern Ireland as well, paying no heed to the linguistic snub to which the country is being subjected.

Already secure in the Oxford Dictionary online annals, the word is now fully established in the English language. If the vote in June goes in favour of staying, Brexit will still hang around to fuel the debate. After all, as the Scottish Referendum has shown us, just because a vote ends up leaving the status quo intact it doesn’t mean that the debate over having the vote again won’t recur.

And of course, if the UK does leave the EU, then we won’t be able to escape the word Brexit at all. Either way, I think its coronation as the word of the year is already assured.

Tears of Joy for Word of the Year

Face with tears of joyThe era of a new language has truly arrived. This year, Oxford Dictionaries has named an emoji as its word of the year.

It’s a bold choice, but a rock-solid one linguistically. No single word has dominated 2015, as Collins’ recent choice of binge-watch for their word the year vividly demonstrates. Instead we are at the dawn of a new way of communicating, and the Oxford choice confirms this.

The trend has been obvious for the last 12 months. The Global Language Monitor started the ball rolling by picking an emoji as its word of 2014. Then earier this year, a linguist described emoji as the fastest evolving language of all time. And so this decision will catapult recognition of that growth into the mainstream.

Casper Grathwohl, President of Oxford Dictionaries, said: “You can see how traditional alphabet scripts have been struggling to meet the rapid-fire, visually focused demands of 21st Century communication. It’s not surprising that a pictographic script like emoji has stepped in to fill those gaps—it’s flexible, immediate, and infuses tone beautifully. As a result emoji are becoming an increasingly rich form of communication, one that transcends linguistic borders.” Amen to all of that.

For the record, the emoji which accepts the accolade on behalf of all its emoji brethren is 😂 –  ‘Face with tears of joy’.  According to mobile technology company Swiftkey, which partnered with Oxford to help decide on the winner, ‘Face with Tears of Joy’ was the most heavily used emoji globally in 2015. It comprised 20% of all emoji used in the UK in 2015, and 17% of all emoji used in the US.

This announcement will be greeted by criticism from some, derision from others. People will complain that it is not a word, will lament what is happening to our language, will somehow feel that Oxford Dictionaries itself is no longer the great arbiter it once was because it is making this decision. All utter nonsense, of course.

Instead, everyone should recognise that language is changing at a pace never before known, that a new lingua franca is emerging for the global, connected era in which we live, and that if hieroglyphs were good enough for the civilised ancient Egyptians, then using images to communicate with others should still be acceptable today. My linguistic tears of joy for this decision are all real.

Other shortlisted words:

ad blocker, noun:
A piece of software designed to prevent advertisements from appearing on a web page.

Brexit, noun:
A term for the potential or hypothetical departure of the United Kingdom from the European Union.

Dark Web, noun:
The part of the World Wide Web that is only accessible by means of special software, allowing users and website operators to remain anonymous or untraceable

lumbersexual, noun:
a young urban man who cultivates an appearance and style of dress (typified by a beard and checked shirt) suggestive of a rugged outdoor lifestyle

on fleek, adjective (usually in phrase on fleek):
extremely good, attractive, or stylish

refugee, noun:
A person who has been forced to leave their country in order to escape war, persecution, or natural disaster.

sharing economy, noun:
An economic system in which assets or services are shared between private individuals, either free or for a fee, typically by means of the Internet.

they (singular), pronoun:
Used to refer to a person of unspecified sex.

Grexit Gains Currency

The latest set of additions to Oxford Dictionaries Online has an entertaining range of buzzwords from the last couple of years, as ever from a wide variety of sources.

I think that of all the new words selected for inclusion in this update, Grexit is the one which seems to have the most sticking power. Meaning the potential withdrawal of Greece from the Eurozone, it has shown it has staying power by continually reappearing in the news as the economic problems of Greece continue to multiply.

But it shows a great deal more flexibility than that, because it has already become a term from which others are derived, it spawns its own crop of new words. Brexit, possible British withdrawal from the European Union, is one prime example and is included in this update as well. I think a new word which already has its own sub-genre of related words deserves its official recognition.

Some of my favourite recent words which I never got around to looking at in Wordability make an appearance. Manspreading, “the practice whereby a man, especially one travelling on public transport, adopts a sitting position with his legs wide apart, in such a way as to encroach on an adjacent seat or seats” is a particularly good term and garnered much coverage a few months back. Now it is appearing with increasing regularity in stories across the world and looks set to become fully established as a great term for an act which is somewhat anti-social and unpleasant.

I was also pleased to see fatberg gain some recognition, following a number of stories about ‘large masses of waste in sewerage systems’. The last couple of years seems to have seen an almost competitive rise in stories about increasingly horrendous fatbergs being found in different cities, and as the ghastliness of each subsequent fatberg has increased, so has the word become fixed in people’s minds.

The entry which surprised me the most is MacGyver, a verb meaning “to make or repair (an object) in an improvised or inventive way, making use of whatever items are at hand.” It doesn’t surprise me that the word is used. What surprises me is that it has been included now. Derived from the television show of the 1980s, where lead character MacGyver used all manner of household objects to get himself out of tricky situations, it seems an odd time to finally give recognition to a term which has been around for quite some time. Perhaps it has been enjoying a revival on daytime TV, with a consequent growth in usage.

But that’s just a quibble. Any list which celebrates the fact that awesomesauce, cakeage and beer o’clock are now legitimate members of the English language is all right by me.

Brexit Should Head For The Exit

I thought I was joking last year when I speculated on where Greece’s possible departure from the Eurozone might take the English language. Silly me.

While Grexit flourished as the buzzword for what Greece might do, I didn’t really think that linguistic development around the word ‘Exit’ was here to stay. But Brexit has changed all of that.

Brexit, referring to the United Kingdom’s possible abandonment of the European Union, enjoyed isolated appearances in 2012 but has really jumped to the forefront for headline writes and commentators in the last few days, as David Cameron girds himself to speak about where the country sits in relation to Europe and prepares people for some sort of referendum.

So what to make of this new form of word creation? Clearly it has gone beyond the specifics of leaving the Eurozone, as the UK’s connection is related to the whole EU. And while there remains a European connection, it is easy to see this type of formation now spreading its tentacles towards other types of exit.

Of course, accuracy isn’t everything. The debate is over the United Kingdom leaving the EU, not Britain, but frankly, Ukexit doesn’t cut it as a new word, while at least Brexit sounds like a word, even if it jars somewhat.

But the only way we will really know if this is here to stay is if it moves away from the corridors of Brussels. If Shakespeare’s most famous stage direction were to be reduced to ”Ursinexit’, then we will have confirmation that exit rule has made an entrance that is here to stay.

:: Don’t forget that Eastwooding With the Mother Flame: The Words of 2012 is still available for Kindle or in paperback. Click here for more information.