Language is alive. It is a direct reflection of culture and time; it morphs to suit each generation, each social class, each gender, each corporate vertical market, each president.
There are multiple causes for the evolution of language and, therefore, many, many effects.
Over the last fifteen years childhood audience language has evolved from Michelle Tanner’s, “You got it dude,” to Raven’s “Oh snap,” or London Tipton’s “Yay me.”
Over the last 5-10 years common communication language has changed from “I’ll call you later, to “I’ll text you later,” “I’ll email you later,” or “I’ll myspace you later.”
It’s inevitable. Language is alive.
Somewhere a corporate suite is thinking, “I need my employees to believe this, or my consumers to think that, or my partners to agree with this.” And, they hire people to make this happen, and audiences’ ideas are evolved.
Somewhere a comedian is plotting, “If I could coin this phrase, or this mannerism, or form some great material around this common thing I could evoke this reaction, and I would be a hit.” And he/she does, and years down the road that specific phrase or mannerism or material excerpt evokes that reaction, which makes us remember them, which makes them successful, and the language sticks. (Hence, “I’m Rick James, bitch,” or “I’m riatch, biatch!).
And, when we think about this living being - language - and how it changes and bends, we realize that communication is not so simple. We realize that there are gaps we must overcome and other perspectives we must consider. Just because we think a “simple” phrase means what we think it means, doesn’t mean it actually does.
Acknowledging this constant evolution makes one step back and consider, “How will my audience see this?” “How will my boss read this email?” “How can I make them understand what I mean?” And, you know, it’s rather humbling.