A buzzword is a word or phrase, new or already existing, that becomes popular for a period of time. Buzzwords often derive from technical terms yet often have much of the original technical meaning removed through fashionable use, being simply used to impress others. Some buzzwords retain their true technical meaning when used in the correct contexts, for example artificial intelligence. [1] [2] Buzzwords often originate in jargon, acronyms, or neologisms. [3] Examples of overworked business buzzwords include synergy, vertical, dynamic, cyber and strategy.
It has been stated that businesses could not operate without buzzwords, as they are the shorthands or internal shortcuts that make perfect sense to people informed of the context. [4] However, a useful buzzword can become co-opted into general popular speech and lose its usefulness. According to management professor Robert Kreitner, "Buzzwords are the literary equivalent of Gresham's law. They will drive out good ideas." [5] Buzzwords, or buzz-phrases such as "all on the same page", can also be seen in business as a way to make people feel like there is a mutual understanding. As most workplaces use a specialized jargon, which could be argued is another form of buzzwords, it allows quicker communication. Indeed, many new hires feel more like "part of the team" the quicker they learn the buzzwords of their new workplace. Buzzwords permeate people's working lives so much that many don't realize that they are using them. The vice president of CSC Index, Rich DeVane, notes that buzzwords describe not only a trend, but also what can be considered a "ticket of entry" with regards to being considered as a successful organization – "What people find tiresome is each consulting firm's attempt to put a different spin on it. That's what gives bad information." [6]
Buzzwords also feature prominently in politics, where they can result in a process which "privileges rhetoric over reality, producing policies that are 'operationalized' first and only 'conceptualized' at a later date". The resulting political speech is known for "eschewing reasoned debate (as characterized by the use of evidence and structured argument), instead employing language exclusively for the purposes of control and manipulation". [7]
The Concise Oxford English Dictionary defines a buzzword (hyphenating the term as buzz-word) as a slogan, or as a fashionable piece of jargon: a chic, fashionable, voguish, trendy word a la mode.
It has been asserted that buzzwords do not simply appear, they are created by a group of people working within a business as a means to generate hype. [8] Buzzwords are most closely associated with management and have become the vocabulary that is known as "management speak": Using a pompous or magisterial term, of or relating to a particular subject employed to impress those outside of the field of expertise.
It could also be called buzz phrase or loaded word. [1]
What this means is that when a manager uses a said buzzword, most other people do not hear the meaning, and instead just see it as a buzzword. However it has been said that buzzwords are almost a "necessary evil" of management, as a way to inspire their team, but also stroke their own egos. [9] With that being said, a buzzword is not necessarily a bad thing, as many disciplines thrive with the introduction of new terms which can be called buzzwords. These can also cross over into pop culture and indeed even into everyday life. [8] With media channels now operating through many media, such as television, radio, print and increasingly digital (especially with the rise of social media), a "buzzword" can catch on and rapidly be adapted through the world.
This section relies largely or entirely upon a single source .(February 2024) |
The origin of buzzwords can be seen in Hallgren & Weiss (1946) as coming from business students studying at Harvard University as a way to help them gain better results from their studies. Such language terms were collated[ by whom? ] and then became what is known today as "buzzwords". During the early years of buzzwords[ when? ], buzzwords were used by students as a means to enable them to quickly recall items of importance. As an example, "If his analysis does not highlight the most important problems he has 'poor focus', and if he fails to emphasize important recommendations he will be accused of 'tinkering'. If the sequence for the 'implementation' of the recommendations is not good it is a matter of 'poor timing'. To succeed, the student must 'get on top of the problem'. He must 'hit the problem' and not 'shadow box' it. If he cannot do these things he might just as well 'turn in his suit'". [10]
Students have used many different buzzwords to describe the situation that they are in, and how this might affect a moment in their everyday life. From studying these business students, Hallgren & Weiss (1946) noticed that business students could speak with apparent authority. It also seemed[ to whom? ] as if using the right buzzword was more important than what the student came up with as an answer. Buzzwords have a strong influence on business culture and are commonly used in business speak.
Jon Keegan of the Wall Street Journal has published a Business Buzzwords Generator, which allows readers to use a randomizer to assemble "meaningless business phrases using overused business buzzwords" – for example, "This product will incentivize big data and demonstrate innovative performance in the playing field." [11]
Forbes hosts an annual "Jargon Madness" game, in which 32 of "corporate America's most insufferable expressions" are played off against each other in a bracketed, basketball-style tournament to determine the buzzword of the year. [12]
LinkedIn publishes an annual list of buzzwords to avoid in creating résumés (British English: CVs) – "trite, empty words that may sound good to your ear but say almost nothing". The 2014 list: motivated, passionate, creative, driven, extensive experience, responsible, strategic, track record, organizational, and expert. [13]
When people are approaching a meeting where they expect the presenters to use many buzzwords, they may prepare a game of buzzword bingo, where players score points each time a particular buzzword is used. [14]
Patch Products has published a board game called Buzz Word. [15]
The "Weird Al" Yankovic album Mandatory Fun contains the song "Mission Statement", which is a long list of essentially meaningless buzzwords. [16]
Gibberish, also called jibber-jabber or gobbledygook, is speech that is nonsense: ranging across speech sounds that are not actual words, pseudowords, language games and specialized jargon that seems nonsensical to outsiders.
Jargon or technical language is the specialized terminology associated with a particular field or area of activity. Jargon is normally employed in a particular communicative context and may not be well understood outside that context. The context is usually a particular occupation, but any ingroup can have jargon. The key characteristic that distinguishes jargon from the rest of a language is its specialized vocabulary, which includes terms and definitions of words that are unique to the context, and terms used in a narrower and more exact sense than when used in colloquial language. This can lead outgroups to misunderstand communication attempts. Jargon is sometimes understood as a form of technical slang and then distinguished from the official terminology used in a particular field of activity.
Buzzword bingo, also known as bullshit bingo, is a bingo-style game where participants prepare bingo cards with buzzwords and tick them off when they are uttered during an event, such as a meeting or speech. The goal of the game is to tick off a predetermined number of words in a row and then signal bingo to other players.
Outsourcing includes both foreign and domestic forms of outside contracting. It is an agreement in which one company hires another company to be responsible for a planned or existing activity which otherwise is or could be carried out internally, i.e. in-house, and sometimes involves transferring employees and assets from one firm to another. The term outsourcing, which came from the phrase outside resourcing, originated no later than 1981 at a time when industrial jobs in the United States were being moved overseas, contributing to the economic and cultural collapse of small, industrial towns.
Viral marketing is a business strategy that uses existing social networks to promote a product mainly on various social media platforms. Its name refers to how consumers spread information about a product with other people, much in the same way that a virus spreads from one person to another. It can be delivered by word of mouth, or enhanced by the network effects of the Internet and mobile networks.
Web 2.0 refers to websites that emphasize user-generated content, ease of use, participatory culture and interoperability for end users.
In the technology industry, buzzword compliant is a tongue-in-cheek expression used to suggest that a particular product supports features simply because they are currently fashionable.
A thought leader has been described as an individual or firm recognized as an authority in a specific field.
Syntel, Inc., was a multinational provider of integrated technology and business services. The company was led by Rakesh Khanna. Atos Syntel was created by the acquisition of Syntel, Inc. by Atos S.E., which was announced on July 22, 2018, and completed on October 9, 2018. The subsidiary was later dissolved into Atos itself.
Software as a service is a software licensing and delivery model in which software is licensed on a subscription basis and is centrally hosted. SaaS is also known as on-demand software, web-based software, or web-hosted software.
Digital marketing is the component of marketing that uses the Internet and online-based digital technologies such as desktop computers, mobile phones, and other digital media and platforms to promote products and services. Its development during the 1990s and 2000s changed the way brands and businesses use technology for marketing. As digital platforms became increasingly incorporated into marketing plans and everyday life, and as people increasingly used digital devices instead of visiting physical shops, digital marketing campaigns have become prevalent, employing combinations of search engine optimization (SEO), search engine marketing (SEM), content marketing, influencer marketing, content automation, campaign marketing, data-driven marketing, e-commerce marketing, social media marketing, social media optimization, e-mail direct marketing, display advertising, e-books, and optical disks and games have become commonplace. Digital marketing extends to non-Internet channels that provide digital media, such as television, mobile phones, callbacks, and on-hold mobile ringtones. The extension to non-Internet channels differentiates digital marketing from online marketing.
David Meerman Scott is an American online marketing strategist and author of several books on marketing, including The New Rules of Marketing and PR.
Content marketing is a form of marketing focused on creating, publishing, and distributing content for a targeted audience online. It is often used by businesses in order to achieve the following goals: attract attention and generate leads, expand their customer base, generate or increase online sales, increase brand awareness or credibility, and engage an online community of users. Content marketing attracts new customers by creating and sharing valuable free content as well as by helping companies create sustainable brand loyalty, providing valuable information to consumers, and creating a willingness to purchase products from the company in the future.
Social media marketing is the use of social media platforms and websites to promote a product or service. Although the terms e-marketing and digital marketing are still dominant in academia, social media marketing is becoming more popular for both practitioners and researchers. Most social media platforms have built-in data analytics tools, enabling companies to track the progress, success, and engagement of social media marketing campaigns. Companies address a range of stakeholders through social media marketing, including current and potential customers, current and potential employees, journalists, bloggers, and the general public. On a strategic level, social media marketing includes the management of a marketing campaign, governance, setting the scope and the establishment of a firm's desired social media "culture" and "tone".
HubSpot, Inc. is an American developer and marketer of software products for inbound marketing, sales, and customer service. HubSpot was founded by Brian Halligan and Dharmesh Shah in 2006.
Psychobabble is a form of speech or writing that uses psychological jargon, buzzwords, and esoteric language to create an impression of truth or plausibility. The term implies that the speaker or writer lacks the experience and understanding necessary for the proper use of psychological terms. Additionally, it may imply that the content of speech deviates markedly from common sense and good judgement.
Corporate jargon is the jargon often used in large corporations, bureaucracies, and similar workplaces. The language register of the term is generally being presented in a negative light or disapprovingly. It is often considered to be needlessly obscure or, alternatively, used to disguise an absence of information. Its use in corporations and other large organisations has been widely noted in media.
Word-of-mouth marketing differs from naturally occurring word of mouth, in that it is actively influenced or encouraged by organizations. While it is difficult to truly control WOM, research has shown that there are three generic avenues to 'manage' WOM for the purpose of WOMM:
Social selling is the process of developing relationships as part of the sales process. Today this often takes place via social networks such as LinkedIn, Twitter, Facebook, and Pinterest, but can take place either online or offline. Examples of social selling techniques include sharing relevant content, interacting directly with potential buyers and customers, personal branding, and social listening. Social Selling is gaining popularity in a variety of industries, though it is used primarily for B2B (business-to-business) selling or highly considered consumer purchases. C2C companies have been using social selling techniques since far before the Internet existed. B2B and B2C companies are now adopting many of those techniques as they are translated to social media platforms.
How can corporate America operate without buzzwords? They will be with us always because business organizations are a ready market for them. ... These are internal shortcuts. To outsiders, they might be little understood, but to everyone in the organization, they make perfect sense.
Robert Kreitner, senior lecturer and professor of management at Arizona State University, equates buzzwords with the economic theory holding that bad money drives out good money. 'Buzzwords are the literary equivalent of Gresham's Law', Kreitner says. 'They will drive out good ideas [...].'
The national poll includes responses from 150 senior executives – including those from human resources, finance and marketing departments – with the nation's 1,000 largest companies