DNA: the latest corporate buzzword

I love it when Private Eye introduces a new feature and skewers something which has been annoying me too.

Private Eye 1363, 4 – 17 Apr 2014

I first encountered this metaphorical use of the term ‘DNA’ in Army recruiting, when Capita were talking about their strategy for finding ‘the right candidate DNA’. What they meant was defining a set of characteristics that a candidate must possess to be suitable for the Army. It was obvious why they were using the term – the same reason anyone uses corporate buzzwords – to make it sound like what they were doing was much more complicated and skilled than it actually was, a facade which it was especially important to maintain in front of their client, the Army. Judging by Private Eye’s new feature, the DNA metaphor is currently the trendiest bit of corporate jargon and journalese nonsense doing the rounds.

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Three Eggcorns

An eggcorn is a linguistic phenomenon in which a person, hearing a word or phrase, understands its meaning, but incorrectly analyses its components. Usually this is done by mistaking a word or a part of a word for something which sounds very similar. Often the person then imagines a plausible derivation from the incorrect components.

A typical example is “ex-patriot”, a common eggcorn for “expatriate”. Imagine you learned the word “expatriate” only by hearing it used, but never seeing it in writing. You would gain an understanding of its meaning and the appropriate way to use it. You’d also be able to pronounce it correctly, since “expatriate” and “ex-patriot” are homophones (different words pronounced identically). But all along you imagine that the word you’ve learned is “ex-patriot”, ie someone who no longer counts as a lover of their native country, since they moved away from it. No-one’s told you that this is the root meaning; you’ve just come to that conclusion because it makes sense to you. For years, you happily use the word in conversation, and no-one suspects any error, because as far as they can tell, you understand it perfectly well. Then, one day, you have to write it down, and the mistake is revealed.

I particularly like “ex-patriot”, because the mistaken etymology makes such immediate, intuitive sense. It’s also a good example of the typical cause of eggcorns: they usually occur when the original derivation has become obscure or archaic enough to be unfamiliar to the speaker, who has only encountered it in the one particular phrase which becomes their eggcorn. How often do you hear “expatriate” used these days as a verb for withdrawing or being banished from your native country?

The term “eggcorn” was coined by linguists Mark Liberman and Geoffrey Pullum on the Language Log blog in 2003, after Liberman had reported the case of a woman who had written it in place of “acorn”. Since then a database has been set up to collect other examples, and currently has 641 (though I think work to add new ones stopped some time ago). It’s a highly entertaining read, and I’d recommend anyone who enjoys words, and has a rainy afternoon to idle away, to have a browse.

The slightly unnerving thing about eggcorns is that it’s quite possible you suffer from one or more yourself, and you might never know. Now you know about the phenomenon though, you’ll be able to spot the exposure of an eggcorn when it happens. Here are three possible contenders I’ve noticed, two of which were mine:

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How to predict a policy failure

As soon as the Coalition Government started cutting the flood defence budget in 2010, it was as predictable as the water cycle what would happen next: within no more than a few years and probably within the lifetime of the government which made the cuts, there would be heavy rainfall, resulting in massive floods, and a backtrack on the cuts – emergency spending if not a change to the planned budget – either way, a tacit admission of failure.

This sort of thing seems crashingly inevitable to me. There’s an obvious trajectory, of reduced budgets, reduced regulation or reduced oversight, followed by conspicuous calamity, followed by attempts to mop up the mess which generally involve reimplementing whatever system had originally been in place to prevent the calamity.

I’m not here to congratulate myself on uselessly predicting the flooding crisis (also, because I never went on record predicting it, so there’s no proof I ever did). I want to teach you how to predict similar balls-ups in the future, because the depressing thing is, it’s not that difficult.

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BBC Three: a suggestion

According to reports, it looks like BBC Director General Tony Hall plans to axe BBC Three as a way of saving the bulk of his £100m budget deficit.

As with the proposed, then U-turned, plan to close BBC Radio 6 Music in 2010, there are strong arguments for retaining BBC Three. It’s the BBC’s only youth-oriented TV channel, with a target audience of 16-34 year olds. It’s been a testing ground for new ideas and programmes, many of which have gone on to great success. Whether the likes of Little Britain and Gavin & Stacey are to your personal taste or not, BBC Three undeniably provides innovative and unique programming, and caters to a niche which is otherwise ignored by commercial and other BBC channels, thus contributing to the BBC’s public service remit.

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When is a science GCSE not a science GCSE?

When it’s from a faith school, and the exam boards have redacted all questions about evolution from the exams, in order to respect religious sensitivities.

Unfortunately, it’s not a joke.

Here’s the article from the Sunday Times (paywall) which broke the story about exam board OCR removing questions about evolution from the science GCSE papers at Yesodey Hatorah Senior Girls’ School, a Jewish faith school in Hackney. And here’s a freely available summary of the story from the BBC.

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Craven’s Wager

My friend John Bevan sent me a link to this video by Greg Craven, and asked me to comment on it, so here you go.

In the video, which has been around for several years and has several million views (by which I mean to point out that this contribution is superfluous), Craven gives his analysis of the climate change debate. Using a simple logical tool, he seems to cut straight through all the controversy over whether and to what extent climate change is man-made and preventable, to an incontrovertible conclusion about what we must do: act now to prevent it.

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Response to Creationist 22

22. “If we came from monkeys then why are there still monkeys?”

The question I want to look at here is: is there any excuse for this level of ignorance?

It’s obvious 22 hasn’t thought about his objection at all. He’s just reciting a mantra, and one which creationist propaganda organisations have now repudiated as being too stupid even for them.

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Response to Creationist 21

21. “Relating to the big bang theory…. Where did the exploding star come from?”

At first glance, 21 may look like the thickest of the whole bunch, and his question seems to reinforce that impression. But he has at least put a tiny bit of original thought into it.

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Response to Creationist 20

20. “How can you look at the world and not believe someone created / thought of it? It’s Amazing!!!”

For me, 20 is the most sympathetic of the 22 creationists. As far as we can tell, she’s not a victim of paralysing fear like 2 or 3, a credulous automaton like 12 or 18, nor the sad product of a broken education system like 9 or 10.

All we know about her is two things:

1. She subscribes to the idea of unthinking wonder.

2. She’s a little cutie.

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