Common language: September 27, 1999 issue of New Thinking

September 27, 1999 New Thinking:
Common language

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September 27, 1999

Common language

By Gerry McGovern

In the English language, there is a clear understanding of the words ‘Stop’ and ‘Go’. However, because there is so much flux and change today, there are many words that we use that we do not clearly understand, or that we understand in a different way to other people.

Whenever there is a great change in our society there is equally a great change in the language that we use. New words flood into our vocabulary. Old words take on new meaning. The most obvious new words in the last five years have been the Internet and the World Wide Web, but there are many, many more.

Of course, there’s nothing wrong with this. It is a necessary part of change and the evolution of the language to meet that change. However, where the problems do occur is where the meanings of words are not clearly defined and understood.

Take for example a word like ‘information’ and its associated words and terms: data, content, knowledge, information society. We all have our own interpretations of what they mean, but I find it surprising how different people’s interpretations can be.

Take another word like 'webmaster'. This very quickly became a catchall phrase for someone who had responsibility for running a website. But there are so many duties involved in running a successful website that the word has become so generic that it is now essentially useless.

The lack of a common understanding of the words we use today is a difficult problem for the organization that is placing the Internet central to its business activities. An organization needs to speak to itself with a common language so that it can speak to its customers and public with a common language. Otherwise it creates confusion, its message is diffused, and ultimately its income will be affected.

I am not proposing here that an organization comes up with a unique set of definitions for Internet terms. Too many organizations have developed their own versions of coded English that, while effective internally, simply confuse and put off the customer. We all need to understand that one of the most important things the Internet does is to break down the traditional barriers that separated the organization from the customer and wider public.

This is an interactive age, driven by constant communication. Therefore, any glossary of terms created must reflect the wider understanding of these terms. Of course, there’s the problem, in that it is difficult to isolate what is the common understanding of so many new words that are in fact not commonly understood.

The job of creating the glossary must be undertaken all the same. People today are indeed confused and they want us, the Internet ‘experts’, to help them get a clear understanding of what the environment is and how best to exploit it for their business.

If our consultants have their own unique interpretations of terms, not to mention our product, marketing and project managers, we simply add to the confusion. We create different understandings that result in different expectations and that is one sure recipe for a bad customer relationship.

Gerry McGovern

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It is difficult to isolate what is the common understanding of so many new words that are in fact not commonly understood.