There are words that rise and fall in popularity in our world. Several years back with the beginnings of the Google book project you could search in one of the offerings of Labs to see a word's popularity graphed by year. I am certain I once posted about this and that you can still do this but as I compose this (I'm trying to set a record for saying "this") post from my hi-jacked and out-of-date Firefox browser that presents much content in Japanese, I'm going to forgo looking for a proper link out of, well, laziness.
If you're a reader of this here blog from time-to-time, you'll note that, from time-to-time, I get incredibly (and probably unreasonably) frustrated by such excessive use. In the past that word has been "awkward" and oh how I'm aware that this is one half of the title of this blog. In the past that word has also been "sexy." Neither has completely disappeared, but hey once you vent to your blog I mean where do you really go from there? Seriously, if the entire world hasn't taken notice based on the 30-50 hits I tend to get, then I just don't understand. Maybe I need to learn a way to be more...disruptive?
Okay nail, I'm going to hit you over the head here. Disruption, disruptive, and any other use of this word —I'm so disrupted I can't even think what all of the forms are and I'm deciding not to Google on my predominantly Japanese browser —have got to stop being used. Now it's true, it's a function of what news you focus on, who your friends are in social media and, once you've seen a word, how much you choose to focus on it (there's a scientific term for this phenomenon that I also won't Google — go brain!), but I promise you, DISRUPTION is everywhere. It's the buzz word for how to be entrepreneurial and innovative and attract attention to change or, um, disrupt, the status quo. But most of these things do no more to disrupt the status quo than but to place disruptive, disruptor, and so on more firmly in the ether. Because hell, as I'm sure I've said, and at any rate I'm sure you just know anyway, when you use a word over and over its emphasis, its power, is diminished.
If I wanted to distract from disruption I could cite the prevalence of overly-enthusiastic language storming through the web in the form of sites like Upworthy that contend that everything happens to simultaneously be the most mind-blowing, earth-shattering, life-changing shit in history. The only thing there might be more of than canned enthusiasm on that site is share buttons. It's the other side of the Epic Fail coin, a movement that was nice and eponymous. Ordered regular, got decaf! Not epic fail. And look, I get it, we're about click-throughs on this Internet — which I
know well from not getting a lot — but holy hell, how about a little
gradation? Think if every day I took the biggest shit of my life? Well shouldn't I realistically start to worry about my colon, my diet, and perhaps the size of my asshole?
I apologize for the use of profane language in the preceding paragraph, but should it not be expected in a place where griping is listed near the top of the list? So hey, let's disrupt things. Let's stop calling everything disruptive. Let's look at a thesaurus. Bollix? Upset the apple cart? These are excellent. You can even abbreviate that last one as UTAC. I can't wait for that to be the name of some new agency! UTAC that one right to the bank...