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The death of 100%. "Before the days of linguistic inflation, 100% was considered enough. But no longer, says Chris Bowlby, in a personal reflection on how language has changed."
I heard the interview with Chris Bowlby on the BBC podcast "More Or Less: Behind The Stats." I have another hypothesis about "linguistic inflation." We used to say that we would give 100% to work, meaning that we would give it our all while we were "on the clock" - in other words, on company time, getting paid. Giving 100% was between the hours of 9-5, and didn't impact family or personal time. But then many of us started working extended - "flexible" - hours, off the clock, unpaid even. And being "plugged in to work," we also started working from home. And yes, work began to impact family and personal time. At first we resisted this intrusion, but resistance was futile. Today many of us accept a 24/7 work ethic as almost normal. If we receive an email on the Blackberry we use for work, we stop playing ball with our kids, or we put down our wine glass at the restaurant, and we respond. So, in a very real sense, many of us are giving more than 100%, and it is not just linguistic inflation. Each percentage above 100% is an indication of how much of an uncomplaining slave a person will be for his company, and how ready and willing he is to allow work to interfere with non-work responsibilities. Giving more than 100% makes sense in a zero-sum sort of way, in that everything above 100% is taking away from other responsibilities.
Very interesting. Thank you, Grant.
Four seems to come up often in inflated language in my circle. I sometimes hear: “He looked at me as if I had four heads.†Working in New York City, I can certainly understand why having two heads hardly merits a second glance — soon to be a fourth glance, perhaps. A fourth of a glance?
One of my personal favorites (A-triple-plus for interest) is: “The mall was so crowded we had to park the car way out in Timbukfour.†I really, really like this one, and I hope it will not soon be Timbukeight, which is gilding four dozen lilies. Timbuksixteen lacks legs, arms, and all four heads.
Glenn said:
One of my personal favorites (A-triple-plus for interest) is: “The mall was so crowded we had to park the car way out in Timbukfour.†I really, really like this one, and I hope it will not soon be Timbukeight, which is gilding four dozen lilies. Timbuksixteen lacks legs, arms, and all four heads.
Sounds like Victor Borge's inflationary language!
How about a case of linguistic deflation? The cliche about a picture being worth a thousand words is derived from the Chinese proverb about a picture being worth ten thousand words. Why did we edit out nine thousand words?
Then there is John McCarthy's version: "As the Chinese say, 1001 words is worth more than a picture."
That reflects a difference in the way the Chinese name their numbers. In the West we start re-using number names every three digits; new words at "ten", "hundred", "thousand", then "ten"+"thousand", "hundred"+"thousand", and a new group name at "million".
In Chinese and Japanese, there's a separate unique word for "ten thousand", and the next few tiers are "ten"+"ten thousand", "hundred"+"ten thousand", "thousand"+"ten thousand". A further brand new word comes in at 10^8.
When you see large numbers written out, they insert the commas every four places instead of every three.
I don't think any Chinese literally thinks that every picture is worth exactly ten thousand words as opposed to, say, nine thousand seven hundred eighty-three words.
I believe there's an established idiom for "ten thousand" to mean simply "a great many". Turns up in many translations of chapter 42 (heads up, Hitchhiker's Guide fans!) of the Tao Te Ching:
The Tao gave birth to One,
One gave rise to Two,
Two gave rise to Three
And Three gave form to the Ten Thousand things.
The Ten Thousand things carry Yin and embrace Yang.
They achieve harmony by integrating these energies.
That makes even more sense now, at least for the Chinese proverb. I suppose that Westerners can also see "1,000" as a way to express "a lot." I knew that the number was never intended to be taken literally, in any language or culture. But still, it's interesting to consider why the Chinese used 10,000 while the West chose 1,000, and you've helped shed light on that. Thanks!
Does anyone else think this might be an effect of our media and marketing culture? I know it bugs me that the smallest of three options at a fast-food shack is called “medium.†Likewise my wife thinks the smallest of three coffee cup sizes shouldn't be “tall.†How many ads and packages have we been subjected to, each bearing some percentage over 100%?
I think the analogy to inflation is a bit off, because there is a ceiling to the impact of language. It is similar in that larger and larger amounts are required to "buy" the same meaning and impact. However, the ability to “buy†meaning on the higher end is vanishing, with less and less ability to convey that meaning with impact, at any “cost.â€
I am a million percent convinced of it.
it bugs me that the smallest of three options at a fast-food shack is called “medium.†Likewise my wife thinks the smallest of three coffee cup sizes shouldn't be “tall.â€
Yes, it bugs me, too. I don't mind marketing gimmicks if they make some sense (i.e. if they actually succeed at making some customers “feel better†about buying the product). But as far as I know, no one feels better about their “small†meal or coffee cup being called medium. In fact, it seems to create a degree of ironic resentment (e.g. "This is a medium? What a joke!"). Moreover, I have seen this distortion cause plenty of annoying and time-wasting confusion. Even I sometimes get flustered when I order a small cup of coffee and the cashier repeats back, “That's one medium coffee, right?†And I say, “No, I wanted a small cup of coffee.†Then the cashier has to explain that a medium (or a Tall) is the smallest size, and at that point I will say, “Please just give me your smallest cup of coffee.†Now, after all that, do I feel better that I'm drinking a medium rather than a small? No! Not only does the language confusion bother me, it bothers me that the medium cup of coffee is not even a small cup of coffee. It is typically a 12-ounce cup, which in my book is a medium size. A small size shouldn't be more than 8 ounces. But dagnabbit, they don't sell an 8-ounce cup! I suppose I should give them credit for truth in advertising! Maybe we should follow Goldilock's cue: a small size is called “too small,†a large size is called “too large,†and a medium size is called “just right.â€
Martha Barnette
Grant Barrett
Grant Barrett
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