Each discipline has its own language
English scholars may use such language as "stream of consciousness",
while economists may speak of "market maximization".
Unfortunately this makes it indecipherable to everyone else.
Individuals not directly involved in the discipline, or a
related field, are left thinking that the language is convoluted and not
worth the time and effort to understand. Perhaps there is safety in
isolation but in this safety there is the potential for losing your
audience.
Words, or rather the control of words and hence the control
of language, have given one a sense of power. If some language confuses,
then there may be the impression that one is somehow superior over
someone who does not understand the language. This is the great
democratizing feature of the Internet.
Unfortunately there has now developed a separate language
that has become exclusive to the Internet and it has had
the effect of scaring many people away from active use of
the net. It is true that there has been a phenomenal increase in
business on the net but in many cases the use is restricted to e-mail
and basic research for papers or reports. Many individuals need a very
precise explanation or understanding and yet while they are surfing
around the net they come across a word such as "e-zines" (which means a
newsletter sent through e-mail) and now their enthusiasm is tempered.
This is not to suggest that people using the net are linguistically
challenged in some way. They merely want to understand the language
without having to resort to a technical dictionary.
Perhaps the introduction of the Apple computer can serve as an
illustration. When individuals began working on computers, there was
constant frustration for people who were able to use the computer but
who were not literate enough to work their way through the myriad of DOS
prompts. The concept of a user friendly system opened the door for Apple
with its user friendly Icons and point and click method. What could be
easier? Now the computer could be used by everyone and not just the
technologically gifted. Computers were now taking on some human
attributes - so to speak.
This kind of democratization of the Internet is also necessary. Why
should a potential user, especially someone who wants to set up a web
page, but who does not necessarily possess the technical expertise, be
faced with phrases that talk of "switch off the external CPU cache in
your PC's Bios" or "paid-rank" search engine." This is a case where the
old "kiss" (keep it simple stupid) would prove effective.
There is a power in language but that power does not have to be hidden
through an over dependence on technical jargon. Gone are the days when a
computer firm would fearfully bring a programmer into a meeting because
the typical programmer gave the impression of having lived in another
time zone while operating as a social outcast.
There is an interesting commercial on television that deals with
advanced networking capabilities that will allow inter-office and inter-
branch communications. The president of the company comes up to the
resident computer programmer and asks him to justify the expense using
less than 10 words. The programmer stops for about 10 seconds and
answers that the bottom line will be improved by 15% in less than one
year. It was very simple, short and straight to the point. There was no
technical jargon, bafflegab or technical rhetoric. The justification for
the added expense was in the explanation. The commercial was extremely
effective because it showed that, despite the complexity of the business
applications, the solutions are very straightforward and simple.
When discussing computers or web-sites one can read about "incorporating
CSS, DHTML, Flash, Shockwave, VRML, Java into your site, plus by using
SQL/mySQL, php3, ASP, javascript can add the ability to collate customer
database information and add e-commerce abilities."
Translated this means that "you can incorporate amazing multi-media and
interactivity into your site, plus by using our highly skilled team we
can make it easy for you to see who your customers are, plus allow them
to order your products on-line".
In the same way when selling equipment you can advertise that you can
purchase a "12.1 active matrix laptop, 16+colours, with an AGP graphics
controller, and a 2.5 MB of SGRAM video memory! What's more - it
includes the L2 Cache running at the full clock speed, plus TWO extra
PCMCIA slots so you can add a modem for instant Internet gaming!"
Again this can be translated into "Purchase our amazing laptop with
brilliant colours, and exceptionally smooth graphics for playing games.
What's more- it can include extra memory to run games extremely fast,
plus you can add extra functions such as a modem to connect to the
Internet where you can play against other people."
There willl alway be room for the technical jargon for the individual
who wants it. After the purchaser has been attracted to the product by
gaining a straight-forward understanding of its capabilities, then, if
he desires it, the technical capabilities can be covered by referring to
the specifications. Technical jargon, or statistical specifications, are
not necessary to sell the capabilities of a product or a service, but
only to explain it and to validate any claims that have been made.
About the Author
John Warzecha, who holds a teaching degree, a B.A., and an M.A., is
V.P. of Communications at Wyka-Warzecha Enterprises,
http://www.wyka-warzecha.com, a site devoting to helping
website designers achieve amazing designing achievements.