www.truthout.org/092309I
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Sparrows since 59 days 15 hours 59 minutes
In "Through the Looking Glass," Humpty Dumpty declared, "When I use a word, it means what I choose it to mean, neither more nor less." Mr. Dumpty would have loved living in our era of corporate-speak, when even a plain word of obvious meaning can be dumped down the semantical rabbit hole to be swirled and twirled by marketing meisters. Then - sproing! - out it pops, looking like the same word, but now burdened with a convoluted connotation that is the very opposite of what the word appears to mean. This corporatization of language is presently being applied to the common term, "local" - as in: right here, in the immediate vicinity, this neck of the woods, hereabouts, our backyard etc. In the past few years, "local" has become an important commercial term, as small businesses have proudly attached it to their products, services and presence in the marketplace. The term differentiates them from the gigantism, plasticity, aloofness and frequent abusiveness of faraway, big-box, chain operations. The message conveyed by these local enterprises is that "we are your neighbors, you know us and we know you, we share a community bond beyond just taking your money."