TrendTopper Media Buzz

In the rapidly changing communications and media environment of the early 21st century, you cannot rely on telephone surveys, at home interviews, newspaper clippings or television mentions to measure the worth of a brand. Today the methodology must encompass the newest social media services (e.g., Twitter and Facebook), as well as the top million millions blogs, the billions of web pages, as well as the 75,000 top global print and electronic media — as well as proprietary databases.

This enormous sample simply cannot be tampered with because no single, institution has the ability to influence, let alone corrupt, data streaming from hundreds of thousands if not millions of points of origin.

TrendTopper MediaBuzz utilizes a mathematical model that ‘normalizes’ the data and allows GLM to make statistically significant comparisons among the various measurements. The end result is a non-biased analytical tool that will allow you to gauge the relative values differing institutions are assigned by consumers, as well as measures of how that value changes over time.

For more information. please click on one of the following links:

GLM Algorithmic-based Services:

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To learn more about the methodology used in our algorithmic-based Services, call 1.512.815.8836 or email pjjp@post.harvard.edu.


Ambush Marketing at the Vancouver Olympics

Ambush Marketing?
Ambush Marketing?

Verizon, Subway & Pepsi among top Ambush marketers at Vancouver Games

Winter Olympics tracked by the TrendTopper Ambush Index

Canadian companies Roots Canada and Lululemon lead Overall Rankings

Austin, Texas.  February 18, 2010 – Verizon, Subway, and Pepsi are among the top ‘Ambush’ marketers for the opening weekend of the Vancouver 2010 Olympic Winter Games according to the TrendTopper Ambush Index (TrendTopper AI™) of Austin-based Global Language Monitor. Ambush marketers are companies that attempt to associate themselves with an event even though they are not ‘official’ sponsors of that event.  Of course, it should be noted that alleged ‘ambush’ marketers generally disagree with this designation, insisting that they are simply pursuing marketing ‘best practices’.

Naming and shaming for Olympic ambush marketers (Reuters)

The TrendTopper Ambush Index tracks brand media presence in relation to the Winter Games.  It’s based upon GLM’s Predictive Quantities Index, a proprietary algorithm that tracks words and phrases in print and electronic media, on the Internet and throughout the blogosphere, now including social media. The words and phrases are tracked in relation to their frequency, contextual usage and appearance in global media outlets.

For the 2009 – 2012 Olympic Quadrennial, there are nine Global Partners:  Coca-Cola, Acer, GE, McDonalds, Omega, Panasonic, Samsung, Visa, and AT&T.  The United States Olympic Committee (USOC) has two additional national partners:  P&G and the Budweiser unit of inBev. The Canadian Olympic committee has a number of local partners, of which five were included:  Deloitte, Tyson Foods, United Airlines, Hilton and Nike.

For this analysis, the alleged Ambush Marketers included:  Verizon, Subway, Pepsi, MasterCard and Adidas in the Global Category. The National Category included Lululemon Athletica, Blenz Coffee, Roots Canada, Scotiabank, and Howe Sound Brewing.    Past sponsors, also,  who continue to enjoy the glow of past Olympic associations, such as: Allstate, Bank of America, Home Depot, and Lenovo were also included in the analysis.

“The TrendTopper MediaBuzz Ambush Index ranks all perceived Olympic sponsors according to their presence in the global media, whether or not they see themselves as such,” said Paul JJ Payack, president and chief word analyst of GLM.  “If they are statistically linked to the Vancouver Games, they qualify for the Ambush Index”.

The IOC defines ambush marketing as leveraging the “goodwill of the Olympic/Paralympic Movement by creating a false, unauthorized association with the Olympic/Paralympic Movement.”  Whether the marketer does this intentionally or inadvertently, it allows the marketer to benefit from an association with the Olympic Brand without providing any financial support to them.

The Top Twenty-five marketers as measured by brand media presence in relation to the Winter Games follow.

Rank (1-25), Marketer, and Affiliation

1.   Roots Canada — alleged Ambush Marketer

2.   Proctor & Gamble — USOC

3.   Deloitte — Canadian

4.   Budweiser unit of inBev — USOC

5.   Lululemon — alleged Ambush Marketer

6.   NBC unit of General Electric — IOC

7.   Tyson Foods — Canada

8.    McDonalds — IOC

9.    Polo Ralph Lauren — USOC

10.  Hilton — Canada

11.   Nike — Canada

12.  Verizon — Alleged Ambushed

13.  AT&T — IOC

14.  Subway — Alleged Ambusher

15.  Pepsi — Alleged Ambusher

16.  Coca-Cola — IOC

17.  MasterCard — Alleged Ambusher

18.  Omega — IOC

19.  United Airlines — Canada

20.  Adidas — Alleged Ambusher

21.  General Electric — IOC

22.  Visa — IOC

23.  Panasonic — IOC

24.  Samsung — IOC

25.  Acer — IOC

Over the course of the last several Olympiads (or quadrennials as they are now called), the IOC has significantly tightened the reins on the use of certain words without permission.  For example, the Canadian Parliament has restricted use of some fairly common words in certain combinations without specific permission.

For example, words on Lists 1 and 2 may not be combined.

List 1: Games, 2010, Twenty-ten, 21st, XXIst, 10th, Tenth, Xth, or Medals

List 2: Winter, Gold, Silver, Bronze, Sponsor, Vancouver, or Whistler

In the TrendTopper AI analysis, Marketers are ranked both by category and then overall.  Rankings are calculated, normalized and cross-indexed.

For trend analysis, momentum and velocity calculations, the TrendTopper AI analysis will be run at the halfway point of the Winters Games, with the final tally appearing after the Closing Ceremony.

In addition, a TrendTopper AI ranking of athletes will appear early next week and at the conclusion of the Games.  For more information, call 1.512.815.8836.


Anger & Outrage on Rise Since Obama’s inauguration

Trend:  Disillusionment, Anger & Outrage

on the Rise Since Obama’s inauguration

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‘Deficit of Trust’ and ‘Numbing weight of our political process’ appear to be keepers

Obama State of the Union at 8th Grade Level; Deft use of Passive Constructions

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Austin, TX February 1, 2010.  According to an exclusive analysis by the Global Language Monitor, the disillusionment, anger, and outrage acknowledged by President Obama in his State of the Union address has been on the rise since Obama’s election in November 2008.

“Much has been written about what the President in his State of the Union message called the ‘numbing weight of our political process’ and the ‘deficit of trust’ it thus engenders,” said Paul JJ Payack, President and Chief Word Analyst.  “The disillusionment, anger and outrage should not be a surprise, especially to students of political language, who have been analyzing what is being said in the political realm over the last 18 months.  (That this comes as a revelation to our political elites, however, should serve, once again, as a sobering lesson or, even, cautionary tale.)”

Though little noticed by the media, GLM found that in early February, just weeks after the Obama inauguration, the ‘words of despair and fear relating to the global economic meltdown were drowning out those of hope in the global media in the ninety days since the US presidential election on November 4, 2008’.

The representative fear-related words chosen:  Fear, Despair, Abandoned, Desperate and/or Desperation.  In its analysis of the global print and electronic media since the US presidential election, GLM found that those words were used with 18-23% more frequency than compared to their use in the ninety days following the terrorist attacks of 9/11 of 2001 and 90-days following the beginning of the Iraq War in March 2003.  (Even the word fear, itself, was at some 85% of the level it was used in the aftermath of both the 9/11 Terrorist Attacks and the onset of the Iraq War.)

In a separate but related study released in late March, Global Language Monitor found that the word ‘outrage’ had been used more in the global media that month than anytime this century, with the previous benchmark being the immediate aftermath of the 9/11 terrorist attacks.  In particular, the word was used in association with the AIG bonuses, which had recently been distributed.

GLM examined the global print and electronic media for the seven days after the following events:  the 9/11 terrorist attacks in, the start of the Iraq War, and the week after the Hurricane Katrina struck the Gulf Coast.

The ranking of ‘outrage’ usage in the media:

1. AIG Bonuses, 2009

2. 9/11 Terrorist Attacks, 2001

3. Hurricane Katrina, 2005,

4. Iraq War, 2005

State of the Union Linguistic Analysis

In an evaluation of the State of the Union message, GLM found that the President used the passive voice to deflect responsibility (a time-honored SOTU tradition), and according to the White House transcript there was an overabundance of semi-colons (two dozen plus), some used correctly others in a baffling manner.  And then there was the grammatical lapse in disagreement in number:  “Each of these institutions are (sic) full of honorable men and women ….”    For the record, the President’s address came in at the 8.6 grade level, use of the passive was about 5%, the Grade Level was 8.6 (a bit higher than his Grant Park speech), and reading ease at 62 on a scale of 100 (not as easy to read as to hear).

For more details, send email to editor@globallanguagemonitor.com or call 1.512.815.8836.


Obama election tops all news stories since Year 2000


Obama election tops all news stories since Year 2000

 

More than double all the other major news events COMBINED

 

Does a new decade begin January 20th?

 

Austin, TX December 29, 2008 (MetaNewswire) – The election of Barack Obama to the Presidency of the United States tops all major news stories since the year 2000 according to a analysis released by the Global Language Monitor (www.LanguageMonitor.com).  In fact citations of Barack Obama in the global print and electronic media, on the Internet, and throughout the blogosphere more than double the other main stories of the last decade combined.  These include in descending order:  the Iraq War, the Beijing Olympics, the Financial Tsunami, Hurricane Katrina, the death of Pope John Paul II, the 9/11 Terrorist Attacks and the Asian Tsunami. 

Media,  Internet & Blogosphere
Rank Story
1 Obama
2 Iraq War 
3 Beijing Olympics
4 Financial Tsunami
5 Hurricane Katrina
6 Pope John Paul II
7 9/11 Terrorist Attacks
8 S. Asian Tsunami

 

 

When separating out the global print and electronic media alone, GLM found that more stories have appeared about the election of Barack Obama to the Presidency of the United States than the number of stories about Hurricane Katrina (No. 2), the Financial Tsunami (No. 3), and the Iraq War (No. 4) combined.  Next on the list of top stories since the Year 2000 include The 9/11 Terrorist Attacks (No. 5), the Beijing Olympics (No. 6), the Death of Pope John Paul II (No.7), and the South Asian Tsunami (No.8)  

The stories were measured in the print and electronic media for a one year period after the event. 


Print and Electronic Media
Rank Story
 1  Obama
 2  Hurricane Katrina
 3  Financial Tsunami
 4  Iraq War 
 5  9/11 Terrorist  Attacks
 6  Beijing Olympics
 7  Pope John Paul II
 8  S. Asian Tsunami


“The historical confluence of events in the year 2008 is unprecedented.  Aside from Obama’s election, we witnessed the Financial Tsunami which appears to be a vast restructuring of the world economic order, and the Beijing Olympics, which can be viewed as the unofficial welcoming of China into the world community as a nation of the first rank,” said Paul JJ Payack, president and chief word analyst of GLM.  “This lends some credence to the idea that on January 20th, 2009 we are about to embark on the second decade of the second millennium.

To the popular mind, History rarely follows chronology: the Fifties ended with JFK’s Assassination in 1963; the Sixties with the Nixon’s resignation in ‘74; the Eighties with the fall of the Berlin Wall; while the Nineties, as well as the 20th century persisted until 9/11/2001.

 

 


BBC Magazine’s Portrait of the Decade

GLM selects words from Global English that Represent the years 2000 – 2009

December 14, 2009, London.  Is it really possible to sum up a decade? With the help of thousands of readers, maybe it is. Last week, we asked for suggestions for the words, people, events, objects and cultural highlights which they thought defined the Noughties.

Our panel of five independent experts (Including GLM for Words) considered all the suggestions and have drawn up their list.  Check out the snapshot of who and what has shaped the past 10 years.

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Click here to download the BBC’s Portrait of a Decade poster


Top Word of 2009: Twitter


Followed by Obama, H1N1, Stimulus, and Vampire

“King of Pop” is Top Phrase; “Obama” is top name

Austin, TX November 29, 2009 – The Global Language Monitor has announced that Twitter is the Top Word of 2009 in its annual global survey of the English language.  Twittered was followed by Obama, H1N1, Stimulus, and Vampire. The near-ubiquitous suffix, 2.0, was No. 6, with Deficit, Hadron the object of study of CERN’s new atom smasher, Healthcare, and Transparency rounded out the Top 10.

“In a year dominated by world-shaking political events, a pandemic, the after effects of a financial tsunami and the death of a revered pop icon, the word Twitter stands above all the other words.  Twitter represents a new form of social interaction, where all communication is reduced to 140 characters,” said Paul JJ Payack, President of The Global Language Monitor.  “Being limited to strict formats did wonders for the sonnet and haiku.  One wonders where this highly impractical word-limit will lead as the future unfolds.”

Read about it in the Guardian:  Twitter declared top word of 2009

WHY twitter is the most popular word of 2009 at the Huffington Post

CNET’s Don Reisinger on twitter

Mashable’s take: what else does social media have to conquer?

What it means that twitter is the 2009 Word of the Year (WeberShandwick)

The Poetry of Social Networks

The Top Words are culled from throughout the English-speaking world, which now numbers more than 1.58 billion speakers.

The Top Words of 2009

Rank/Word/Comments

1.         Twitter — The ability to encapsulate human thought in 140 characters

2.         Obama — The word stem transforms into scores of new words like ObamaCare

3.         H1N1 — The formal (and politically correct) name for Swine Flu

4.         Stimulus — The $800 billion aid package meant to help mend the US economy

5.         Vampire — Vampires are very much en vogue, now the symbol of unrequited love

6.         2.0 — The 2.0 suffix is attached to the next generation of everything

7.         Deficit — Lessons from history are dire warnings here

8.         Hadron — Ephemeral particles subject to collision in the Large Hadron Collider

9.         Healthcare — The direction of which is the subject of intense debate in the US

10.        Transparency — Elusive goal for which many 21st c. governments are striving

11.        Outrage — In response to large bonuses handed out to ‘bailed-out’ companies

12.        Bonus — The incentive pay packages that came to symbolize greed and excess

13.        Unemployed — And underemployed amount to close to 20% of US workforce

14.        Foreclosure — Forced eviction for not keeping up with the mortgage payments

15.        Cartel — In Mexico, at the center of the battle over drug trafficking

The Top Phrases of 2009

Rank/Phrase/Comments

1.         King of Pop –Elvis was ‘The King;’ MJ had to settle for ‘King of Pop’

2.         Obama-mania — One of the scores of words from the Obama-word stem

3.         Climate Change — Considered politically neutral compared to global warming

4.         Swine Flu — Popular name for the illness caused by the H1N1 virus

5.         Too Large to Fail — Institutions that are deemed necessary for financial stability

6.         Cloud Computing — Using the Internet for a variety of computer services

7.         Public Option — The ability to buy health insurance from a government entity

8.         Jai Ho! — A Hindi shout of joy or accomplishment

9.         Mayan Calendar — Consists of various ‘cycles,’ one of which ends on 12/21/2012

10.       God Particle — The hadron, believed to hold the secrets of the Big Bang

The Top Names of 2009

Rank/Name/Comments

1.         Barack Obama — It was Obama’s year, though MJ nearly eclipsed in the end

2.         Michael Jackson — Eclipses Obama on internet though lags in traditional media

3.         Mobama — Mrs. Obama, sometimes as a fashion Icon

4.         Large Hadron Collider — The Trillion dollar ‘aton smasher’ buried outside Geneva

5.         Neda Agha Sultan — Iranian woman killed in the post-election demonstrations

6.         Nancy Pelosi –The Democratic Speaker of the US House

7.         M.  Ahmadinejad — The president of Iran, once again

8.         Hamid Karzai — The winner of Afghanistan’s disputed election

9.         Rahm Emmanuel — Bringing ‘Chicago-style politics’ to the Administration

10.       Sonia Sotomayor — The first Hispanic woman on the US Supreme Court

The analysis was completed in late November using GLM’s Predictive Quantities Indicator (PQI), the proprietary algorithm that tracks words and phrases in the media and on the Internet, now including blogs and social media. The words are tracked in relation to frequency, contextual usage and appearance in global media outlets, factoring in long-term trends, short-term changes, momentum and velocity.

The Top Words of the Decade were Global Warming, 9/11, and Obama outdistance Bailout, Evacuee, and Derivative; Google, Surge, Chinglish, and Tsunami followed.  “Climate Change” was top phrase; “Heroes” was top name.

For Previous Words of the Year, go here.


Textbook Obama

Words: Despair and Fear Drowning Out Hope in Global Media

Comparison of 90-days since Obama election to 9/11 and Start of Iraq War

Austin, TX February 10, 2009 – The Global Language Monitor has found that words of despair and fear relating to the global economic meltdown are drowning out those of hope in the global media in the ninety days since the US presidential election on November 4, 2008.

With thousands of global headlines centering on the deteriorating global economy followed by news of the human toll of people driven to despair and committing acts of desperation, GLM undertook an analysis of the language used in the global print and electronic media since the US presidential election.  GLM then compared their frequency of use to the ninety days following the 9/11 Terrorists attacks on New York and Washington in 2001 and the 90-day period following the outbreak of the Iraq War in 2003.  The representative fear-related words chosen:  Fear, Despair, Abandoned, Desperate/Desperation.

The analysis found that these words were used in the last ninety days with 18-23% more frequency since the historic Obama election than when compared to their use in the ninety days following the terrorist attacks of 9/11 of 2001 and 90-days following the beginning of the Iraq War in March 2003.  The one exception was that of the word fear, itself, though its use in relation to the economic meltdown was still some 85% of its use in the case of 9/11 and the Iraq War.

“The results are striking, especially, in contrast to the immense outpouring of global goodwill in response to the inauguration of Barack Omama, since the survey included the ten days immediately following Obama’s swearing in,” ” said Paul JJ Payack, president and chief word analyst of the Global Language Monitor.

The specific breakdown of the keywords (and related variations) follows:

1. Abandoned — Abandoned appeared some 23% more frequently

2. Despair — Despair appeared some 18% more frequently

3. Desperation – Desperation appeared some 18% more frequently

4. Fear – Fear appeared some 85% of the frequency

Media and Analysts:  Call for Graphics


Milan upends New York as Top Fashion Capital

Paris, Rome, London follow.

Hong Kong and Sao Paulo break into the Top 10

Barcelona and Miami surge. Mumbai outdistances Delhi.

Austin, Texas. July 20, 2009. Milan has upended New York after a five year reign as the Top Fashion Capital in the Global Language Monitor’s annual global survey. Topping the list for 2009 were Milan, New York, Paris, Rome and London follow. Other top movers included Hong Kong and Sao Paulo, who broke into the Top 10, while Barcelona and Miami surged. In the ever-tightening battle for the Subcontinent Mumbai outdistanced Delhi, while Sydney further outdistanced Melbourne.

“The global economic restructuring has affected the fashion industry just as it has touched everything else,” said Millie L. Payack, director and fashion correspondent for the Global Language Monitor. “The catwalks were still crowded though with the lights dimmer, the hype a bit more restrained, and ‘recessionistas,’ of course, thriving”.

Though Milan dethroning New York, the Big Five (Milan, New York, Paris, Rome, and London) continued their domination of global fashion.

The world ‘rag’ business is estimated to be over three trillion USD. Regional rankings are provided below.

This exclusive ranking is based upon GLM’s Predictive Quantities Index, a proprietary algorithm that tracks words and phrases in print and electronic media, on the Internet and throughout the blogosphere. The words and phrases are tracked in relation to their frequency, contextual usage and appearance in global media outlets.

The Top Thirty Fashion Capitals, change from 2008 ranking, and commentary follow.

1. Milano (+3) – Not only overtakes New York but also Rome and Paris.

2. New York (-1) – Knocked out of Top Spot by Milano after a five-year run.

3. Paris (0) – No 1. in our hearts but No. 3 in the media.

4. Rome (-2) — The Eternal City still reigns strong.

5. London (0) – London remains the laggard of the Fashion Elite.

6. Los Angeles (0) – Holding its own at No. 6.

7. Hong Kong (+4) – Leaps over Sydney and Tokyo to seize the lead in Asia/Pacific.

8. Sao Paulo (+25) – A remarkable rise, now dominating the Latin-American scene.

9. Sydney (-2) – Solidly in the Top 10 while Melbourne sinks.

10. Las Vegas (-2) – Intense media spotlight ensures a top ranking.

11. Dubai (+1) – An unlimited budget continually exceeded.

12. Tokyo (-2) – Loses a bit of luster as it slips out of the Top 10.

13. Miami (+13) – Driven by its dominance in swimwear.

14. Barcelona (+11) – Takes the Iberian spotlight.

15. Shanghai (-2) — Now third in the China/Japan rivalry.

16. Mumbai (+6) – In neck-and-neck race for primacy on the Subcontinent.

17. New Delhi (+7) – Both Delhi and Mumbai break into Top 20.

18. Rio de Janeiro (+12) – Comes on strong but Sao Paulo is stronger.

19. Berlin (-10) – Hurt by weak showing in the ‘haute’ category.

20. Singapore (-6) – Fashion infrastructure strong, but hurt by the economy.

21. Madrid (-6) – Barcelona takes the Iberian crown.

22. Moscow (-6) – Remains strong as it drops out of the Top 20.

23. Santiago (-6) – Now third behind Sao Paulo and Rio in Latin America.

24. Buenos Aires (-4) – Strong in new interpretations of classic fashion.

25. Melbourne (-7) — Slips out of Top 20 as Sydney strives ahead.

26. Stockholm (-7) – Tops in Scandinavia with Copenhagen No. 2.

27. Bangkok (+7) – Breaks into the top tier of Asian Fashion.

28. Krakow (-1) – Hold an increasingly intriguing niche in Middle Europe.

29. Prague (-1) – Strengthening its position as a fashion capitol.

30. Mexico City (Not Listed) – First time on the list.

Others in the ranking in order: Dallas, Toronto, Montreal, Copenhagen, Amsterdam, Frankfurt

Johannesburg, Cape Town, Atlanta

Regional Rankings:

Asia and Oceania: Hong Kong, Sydney, Tokyo, Shanghai, Singapore, Melbourne, Bangkok

Europe: Milano, Paris, Rome, London, Barcelona, Berlin, Madrid, Stockholm, (Copenhagen, Amsterdam, Frankfurt)

India: Mumbai, New Delhi

Latin America: Sao Paulo, Rio de Janeiro, Santiago, Buenos Aries, Mexico City

Middle and Eastern Europe: Moscow, Krakow, Prague

Middle East and Africa: Dubai, (Johannesburg, Cape Town)

North America: New York, LA, Las Vegas, Miami, (Dallas, Toronto, Montreal, Atlanta)

About the Global Language Monitor

Austin, Texas-based Global Language Monitor analyzes and catalogues the latest trends in word usage and word choices, and their impact on the various aspects of culture. GLM’s staff and a global network of academics, professional wordsmiths and bibliophiles, monitor the latest trends in the evolution of language, word usage and word choices.

Payack’s latest book is A Million Words and Counting: How the English Language is Rewriting the World (Kensington: New York, 2008).

The GLM has been cited by CNN, The Wall Street Journal, Reuters, Associated Press, UPI, Knight-Ridder, USAToday, Washington Post, Chicago Tribune, L.A. Times, The New York Times, NPR, Fox News, ABC, NBC, CBS, Chinese People’s Daily, The Sydney Morning Herald, The BBC, the Australian Broadcasting Company, CBC, The Cape Town Argus, El Pais (Madrid), The Daily Mail (Scotland), The Hindustan Times, The Gulf News (Qatar), and various electronic and print media on six continents. For more information, call 1.512.815.8836 or go to www.LanguageMonitor.com.


Seemingly chaotic events reflect normalcy of new reality

 

An Historical Inflection Point:

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The US Presidential Election and the Fianancial Tsunami

 

Austin, Texas, USA.   October 13, 2008. The worldwide financial tsunami that has captured the attention of the worldwide media (as well as governments, corporations and ordinary citizens), has come to dominate one of the great quadrennial media events of the post-Modern era.  No, we are not referring to the Olympics, most recently held in Beijing, or even football’s World Cup but, rather, the US Presidential elections.

The immediate effect of this unprecedented upheaval of global markets is the obfuscation of the clear lines of division offered by the opposing parties in the US Presidential Elections.

There is the sense that we are witnessing an unprecedented historical event; historical in the sense that we now appear to be standing astride (or atop) a cusp in history, a delta, a decision point, what is now called a point of inflection or inflection point.

Watching the nightly news and reading the traditional (for the last two centuries, that is) media, one has the distinct sense that what they perceive as unprecedented almost chaotic circumstances is actually that of the normalcy of the new reality, that of communications at the speed of light that the internet has foisted upon us. 

We keep hearing about this most unusual of election cycles, but this is only true when looking through the prism (and historical construct) of the traditional news gathering operations. What is called the 24-hour News Cycle is actually just the tip of the Tsunami washing over the planet at a steady speed and ever-quicker pace.  Indeed, the nature of the beast hasn’t change at all.  It is our outdated techniques, that haven’t kept up with the new reality:  News now emanates at the speed of thought, from tens of thousands or, even, millions of sources.

The nature of a Tsunami is little understood other than the tremendous damage it unleashes when it washes ashore.  What we do know, however, is that a tsunami travels in exceedingly long waves (tens of kilometers in length) racing through the oceanic depths at hundreds of kilometers per hour.  Only upon reaching the shore is its true destructive power unleashed for all to see (if they survive to witness it at all). 

In the same manner, the traditional media become transfixed with the roiling surface seas but fail to acknowledge the more sustained and significant, movements occurring just beneath the surface.

The surface swirls about in fascinating eddies, but the true transformation is occurring as the nearly undetectable waves rush through the open sea only occasionally, though dramatically, making their way onto shore. 

In the same manner, the traditional media focuses on the Twenty-four-hour News Cycle but seem to miss the strong and prevalent currents immediately beneath the surface.  They vainly attempt to tie global, transformative, and unprecedented events to relatively parochial events and forces (the Reagan Years, the Clinton administration, Bush 41 and 43, the de-regulation initiatives of Alan Greenspan of  ‘99) that are being all but over-shadowed (and –whelmed) by unyielding and all-but irresistible forces.

There is an almost palpable sense and correct sense that things are 1) changing forever, 2) out of our control (or even influence), and 3) will have a direct impact upon the planet for generations to follow.

What we can control, and make sense of, however, is a candidate’s wink, smirk or disdainful reference.  We can emphatically pin down our opponents into convenient sound bites, hopefully contradicting earlier sound bites.  Do you personally take responsibility for Climate Change?  (Does the fact that New York City was beneath 5,000 feet of Ice a few dozen centuries ago influence your vote today? A yes or no will suffice!)  Is your personal philosophy, whatever it might be, grounded in a belief system that I can systematically debunk and demean.  (Yes or no.)  Are you for or against atom smashers creating miniscule black holes that may or may not swallow up the Earth?   (Answer yes and you are a barbarian; answer no and you have absolutely no respects of the future prospects of the human race.)  Did you ever consider yourself a loser (at any point in your life)?  Did you ever make the acquaintance of fellow losers? 

Nevertheless, the US Presidential Election will proceed to its own conclusion on the first Tuesday of November in the year two thousand and eight.

For the preceding five years, The Global Language Monitor has attempted to clarify the course (and future course) of human events as documented in the English language.

The tools at our disposal have sometimes allowed us to peer into events and trends that become, otherwise, obscured, by the ‘noise’ of the Twenty-four Hour News Cycle.

Our goal was, and continues to be, to extricate (and explicate upon) the true currents underpinning the events we call news, and to better understand what they mean and how they are perceived with the new media reality in mind.

For example, back in the days preceding the 2004 Presidential election cycle, GLM discovered the fact that once ideas, words and phrases were launched into the vast, uncharted, oceanic Internet, they do not, indeed, die out after twenty-four hours but, rather, travel in deep, powerful currents and waves (not unlike those of a tsunami) that only grow stronger as they make their ways to distant shores.

In this new reality, tsunami-like ideas pass through vast seas of information of the Internet, nearly undetected and often unmeasured, until they crash upon our shorelines, where their full power (and possibly fury) is unleashed.

The fact that we only entertain them for 24 hours before they are dispatched into the archives of what is considered ‘past’ or ‘passed’ and readily discarded, is beyond the point.

We often hear that ‘we’ve never seen anything like this’ before.  Of course not.  Think back a few hundred years to other information revolutions, such as that introduced along with mechanical type.  What do you think the fortunate few thought when they first laid their eyes upon the works of Aristotle, the Bible, or the Arabic translations of Euclid?  No one had ever seen anything like that before!  Indeed.

And astonishment will only become more so as the future unfolds.

 

– Paul JJ Payack, President & Chief Word Analyst, The Global Language Monitor

For mor information, call +1.512.815.8836 or email info@languagemonitor.com.


 

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