Saturday, June 18, 2016

EXACTING


Excessive use of the word, "exact," has watered down its meaning to near nothing.

They're looking for the (exact) cause of the fire.
They don't know the (exact) location of the bank robber.
Who do you think you are, exactly?!

Removing the unnecessary descriptors allows each sentence to stand on its own.

Same with a long list of embellishments the "news media" use to startle, unnerve, and rattle viewers and listeners, including:

devastating
deadly
massive
tragic

Consultants infected broadcast journalism many decades ago.  TV and radio stations hired these guys to recommend ways to improve ratings.  Based on those recommendations, management commanded reporters, editors, and writers to "Be more urgent!"  Make it sound exciting, they said.  And, oh, yeah, give the news department a sexy name:

"Eyewitness News"
"News Now"
"Action News"

Fox News caught on with very attractive anchors in short skirts.  High heels, shapely legs and exposed thighs racked up the ratings.  Hoo, boy!  Gimme that Fox News Alert!

CNN, which earned its reputation on breaking news, now overpaints everything.  The "Breaking News" banner never goes away, rendering the term meaningless.

English is a wonderful language.  She is also a moody, demanding mistress.  But play by her rules and treat her with respect, and she will shower you with clarity, verve and beauty

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