"Zeitgeist." Tina Brown used that term to refer to what was involved in the shift from print to digital. And it only took that for the world, at least those who buzzword hack, to recognize that she and her era were over. Previously she had restored to greatness media icons THE NEW YORKER and VANITY FAIR. Now, her hold on NEWSWEEK, with its digital component "The Beast" was slipping away. Both are gone.
Buzzwords have always been a power tool in image making. That happened whether the speaker or writer intended that or not. By our words we do impression management. If we aren't the ones controlling the process, someone else will. Currently, when everyone can be a media outlet, there is ongoing attention to the buzzwords we use - or misuse. Brown might have given her shelf life added months or years had she used the buzzword "meme."
Those whose living directly depends on their image have down cold to screen their language. Is it too cool for their generation and industry? Is it too associated with negatives in a line of work? Does it reflect narcissism, such as when some television personalities leverage cult term "moi?" Has it become yesterday? Is there a more appropriate substitute? And/or will experts become impatient, as when corporate executives use "laser-like focus" in their conference calls with security analysts?
It's funny. When the commentators, thousands of them, attacked me on tabloid "Gawker," they did notice in passing that, at least, I used the term "meme." That was one thing in my favor.