“Keywords –
the New Language of Capitalism” by John P Leary, 2019
Language
actually means something, as any politician, journalist and human being knows. Words many times ‘become reality.’ Leary examines the changing words and phrases
associated with what Ernest Mandel called ‘late capitalism’ and others less clearly call
neo-liberalism. What you notice about
them is their euphemistic, upscale and ‘artistic’ ambience, which is meant to obscure their market
and commodity-based intentions. They
reflect the usage of the upper-class, many times derived from management gurus,
conformist academics, corporate journalists or capitalist economists. They are mostly about white-collar work or environments, but have seeped into blue-collar work too.
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Words Leading to Money |
Leary has
an alphabetized selection with an short essay on each imbued with his anti-capitalist understanding. I’m going to be brief, and just give a hint
as to what he thinks the words really mean now. You'll have to read the book for more depth:
1. “Empowerment” – the opposite of
actual power.
2. “Choice” – choosing between two or
more corporate selections.
3. “Stakeholder” – actually just the owners or shareholders.
4. “Accountable” – blame the worker.
5. “Leadership” – corporate managers
and CEOs.
6. “Artisanal” – expensive branding.
7. “Best practices” – better
exploitation.
8. “Brand” – the commodification of
everything, yourself included.
9. “Coach” – individualist training
leading to more $.
10. “Sharing” – giving profits to the rich.
11. “Collaboration” – obeying management at all times.
12. “Curate” – choosing upscale items to buy.
13. “Flexibility” – doing what management says, part of late capitalist body analogies that 'naturalize' class domination.
14. “Creativity” – the merger of market and
aesthetics.
15. “Conversation” – therapeutic fake
consultation. The short form of ‘hearing
your story.’
16. “Content” – almost anything but mostly filler in a 24 hour cycle.
17. “Data” – pretend objectivity.
18. “Design” – corporate control or plan.
19. “Disruption” – upscale economic jargon for destructive
layoffs and low pay.
20. “Ecosystem” – the area inside a skyscraper or
corporation.
21. “Engagement” – pretending to enlist you in the 'Conversation.'
22. "Entrepreneur" - romantic virtue profiteer.
23. "Human Capital" - euphemism for labor, hiding human labor beneath the rubric of inhuman variable capital. The grand-daddy of capital's rhetoric. Capital colonizes individual human beings!
I could
finish the alphabet but I won’t. I do have a beef with Leary's use of “DIY” (Do It
Yourself). Not in the
sense that capital wants ‘you’ to fix all your own problems, but in the
sense that few except the professional and capitalist classes have the money to
hire people to always fix their cars, houses, computers, etc. Yes, it is marketing, but fixing things yourself is unavoidable. I.E. the proletarian going to Lowes to replace a leaky pipe is not following some capitalist
meme. However, there are not many of these over-eager misunderstandings.
Many of the terms have recycled meanings from older capitalist ideas - from Taylorism, from the work of Norman Vincent Peale, Dale Carnegie, Sun Tzu. No one can still use 'the Protestant Work Ethic,' 'pulling yourself up by your bootstraps,' 'positive thinking', 'yankee-know-how' or the prosperity gospel without being called on it. So these terms have been modernized and 'humanized' by management gurus like Peter Drucker and Tom Peters, or economists at the University of Chicago and press like Fast Company or The Harvard Business Review.
In other words, what used to be an old-fashioned sweatshop is now a lean, flexible and sustainable entrepreneurial environment! If you are
sick of hearing this euphemistic and jargon-heavy crap day in and day out at your job, on TV or on the radio,
at school, on the internet or from people you know, then you’ll enjoy this book.
Other
reviews on this topic below, use blog search box, upper left: “Doublespeak,” “The North is not the Midwest,” “All Art is
Propaganda,” “Manufacturing Consent,” “Propaganda,” “Rich People Things,” “When
Journalism Was a Thing,” “The Post,”
“Southern Cultural Nationalism,” “Empire of Illusion,” “Turning off NPR,” “Kill
the Messenger,” “NPR Completes Editorial Assassination,” “All Art is
Propaganda,” “J is for Junk Economics.”
And I
bought it at May Day Books!
Red Frog
August 16,
2019