By Harry Calhoun and Dave Wright
Who among us has not been surrounded by jargon, slang, corporate catchphrases, and technical pseudo-terms? But what, exactly, are these elements, and how can we avoid them when writing for a professional audience?
Most writers and editors probably define jargon as something similar to what our own coworkers suggested: “Shortcut language that’s used at work, words and phrases that are specific to a company or profession but that shouldn’t be used elsewhere.” Several dictionaries indicate that this is only one definition, however, and usually not the first. The first definition of jargon at Merriam-Webster online, which is typical of other dictionaries, is “confused unintelligible language.”
If you want to reach a general audience, jargon has its limitations, obviously, as does slang. And is there a difference between the two? In “What is Jargon?” on the Suite 101 website, author Jennifer Silva offers this definition: “Although functionally similar, jargon and slang are still quite different. In general, slang is much more informal and includes street language that would be considered unrefined and inappropriate in most professional settings.” Along these lines, a sailboat captain might use the following jargon, ”When you sheet in after reefing, check the topping lift,” and a fifteen-year-old might put sunglasses on a dog and say, “He’s so fly!” In either case, only the speaker’s peers are likely to understand.
The limitations tied to jargon and slang can likewise apply to corporate catchphrases. Have you used or heard anyone say “new news,” “drinking from a fire hose,” or “spot on”? (Apparently we now have not just news, but “new news”!) These catchphrases—corporate or otherwise—remain popular for a time. They might add color to conversation, but they’re usually poor choices in our professional writing.
Lastly, a type of technical pseudo-term deserves a mention. With the rise of computers and the Internet, we regularly encounter words that seem appropriate but really aren’t. Instead of using “deinstall,” “demount,” or “deregister,” for example, we probably want to continue with uninstall, dismount, and unregister, respectively. The online site NetLingo exists, according to its own claim, “To track new Internet terms and text and chat acronyms.” Just going to the “B” section of NetLingo, for instance, reveals “banana project,” loosely meaning a task so easy a gorilla could do it, and “ham” to refer to good email—that is, not spam.
What You Write and Why You Should Write It Well
We all know that our writing reflects our profession and professionalism. As writers in business and technical environments, we find ourselves creating a variety of materials, all of which require precise language. A marketing writer, for example, must clearly define a product’s selling features and why it should be purchased. A technical writer must create instructions that are correct and concise. Reading poor writing is like listening to music that’s filled with static—and who enjoys that?
The quality of our writing, however, affects more than just the immediate target audience. What if your writing will be translated into other languages? What if people will search the Internet for your work?
With regard to translation, English slang and other idiomatic expressions generally fail to translate well into non-English languages. Consider these examples from Laura Stampler in the 17 May 2012 issue of the Business Insider online magazine:
- The Kentucky Fried Chicken slogan “Finger lickin’ good” translated into Chinese as “We’ll eat your fingers off.”
- The seemingly harmless and cheery Pepsi Cola slogan “Come alive with Pepsi” apparently translated into Chinese as “Pepsi brings your ancestors back from the dead.”
- That lovable symbol of Green Giant vegetables, the Jolly Green Giant, became the “Intimidating Green Monster” in Arabic. (“Hey mom, let’s buy some green beans from the intimidating green monster!”)
- Finally, Coca-Cola, depending on the Chinese dialect, translates to either “female horse stuffed with wax” or “bite the wax tadpole.” (“Bartender, I’d like a rum and bite the wax tadpole, please.”)
While most North American readers understand “hit the ground running,” a successful translation requires something closer to the Merriam-Webster dictionary definition of “to begin or proceed quickly, energetically, or effectively.” The IBM Word Usage database lists terms such as “deep dive” as among those to avoid in favor of more descriptive and translatable terms, such as “in-depth analysis” or “technical review.” It’s also better to use a simpler form of the word or one devoid of negative connotations. Hence, “utilize” becomes “use,” for example, while we should avoid “exploit” altogether because it can be read, according to Merriam Webster, as using someone or something “meanly or unfairly for one’s own advantage.”
When writing copy that will be on the Internet, keep in mind the role of search engine optimization, or SEO. Writing for SEO helps drive search engines to find and cite a specific website or article. Google’s webmaster guidelines state: “Create a useful, information-rich website, and write pages that clearly and accurately describe your content” (http://support.google.com/webmasters/bin/answer.py?hl=en&answer=35769). James Mathewson, editor in chief of ibm.com, emphasizes the value of SEO: “Content quality is obviously very important for search effectiveness, perhaps more important than site architecture.”
A Strategy for Good Word Usage
A word usage repository can clarify for everyone in a company or workgroup what should and should not be used. And sometimes the benefit extends beyond just better text. If an item in your company is described by multiple terms, people reading those terms can easily believe that they refer to different items. Not helpful or efficient, right?
If you do not already have some type of word usage repository, it might be time to start one. You can set up your word usage repository to address any concern—general consistency, preferred terms, or trademarked items, for example. Does everyone know the trademark limitations tied to terms like Kleenex, ZIP, and InstallShield? Does everyone use a term to reflect a single definition?
Both writers of this article have access to the expertise of the IBM Style and Word Usage Council, the IBM Style database, and the IBM Word Usage database, to name a few resources. If you want to create a word usage repository, the categories discussed here might provide good starting points. You could include the various terms mentioned here, perhaps, and then search for websites that have related information. (In preparing this article, the authors found a number of relevant Internet sites.) Once you start developing a usage repository, new and experienced writers will soon have a ready reference and everyone will benefit.
A Last Word on Repositories
According to Rita Roque, IBM Storage and Technology Group terminologist, word usage repositories grow over time, usually when a word or phrase is submitted by writers or developers for consideration. A submission is first examined with regard to its usage in IBM, in the computer industry, and in general throughout the world. A usage proposal is then evaluated through stakeholder reviews. The conversation about terms is ongoing, with some terms taking far longer to resolve. “Term usage and definitions can be delineated by product, if necessary, or they can be defined across a company,” Rita says. “The team works to avoid using multiple terms for the same thing and multiple definitions for the same term. In the long run, there’s a much greater benefit to the customer.”
Here’s to clear writing!
The authors are speaking for themselves and not on behalf of IBM. The information presented here does not necessarily represent IBM’s positions, strategies, or opinions.
The authors would like to thank Francis DeRespinis, technical editor and co-lead, IBM Style and Word Usage Council; James Mathewson, editor in chief of ibm.com; and Rita Roque, IBM Storage and Technology Group terminologist, for their contributions to this article.
Harry Calhoun (1calhoun@us.ibm.com) is a content developer in IBM ITSO Global Content Services. His 30-plus years of writing experience includes work published in magazines such as Writer’s Digest and Mississippi Arts and Letters and an award-winning career in marketing. In his IBM career, he has won several STC awards and has worked on projects ranging from brochures to email campaigns and Flash presentations.
Dave Wright, PhD, (davidlw@us.ibm.com) is a senior software engineer and information developer in IBM’s Storage and Technology Group. He shares responsibility for product user information across multiple storage products, and has had pieces in various publications including Northwest Review, American Literary Review, and Quarterly West.
