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For the Acrobat product, see Adobe Buzzword.

A buzzword (also fashion word and vogue word) is a term of art or technical jargon^[1] that has begun to see use in the wider society outside of its originally narrow technical context by nonspecialists who use the term vaguely or imprecisely. Labelling a term a "buzzword" often pejoratively implies that it is now used pretentiously and inappropriately by individuals with little understanding of its actual meaning who are most interested in impressing others by making their discourse sound more esoteric, obscure, and technical than it otherwise would be.

Buzzwords differ from jargon in that jargon is esoteric but precisely defined terminology used for ease of communication between specialists in a given field, whereas a buzzword (which often develops from the appropriation of technical jargon) is used imprecisely among non-specialists with the primary goal of impressing the listeners with the speaker's use of an obscure term rather than technical communication per se.^[1]

Reasons for using buzzwords

• Thought-control via intentional vagueness. In management, by stating organization goals with opaque words of unclear meaning; their positive connotations prevent questioning of intent, especially when many buzzwords are used. ^[2] (See newspeak)
• To inflate the trivial to importance and stature.
• To impress a judge or an examiner by seeming to know a legal psychologic theory or a quantum physics principle, by name-dropping it, e.g. "cognitive dissonance", the "Heisenberg Uncertainty Principle".
• To camouflage chit-chat saying nothing.

Individual examples

Below are a few examples of words that are commonly used as buzzwords. For a more complete list, see list of buzzwords.

• Dynamic
• Empowerment^[3]
• Enterprise^[4]
• Framework^[3]
• Immersion^[5]
• Leverage
• Long Tail^[6]
• Next Generation^[4]
• Paradigm^[7]
• Paradigm shift^[8]
• Proactive^[9]
• Synergy^[9]
• Web 2.0^[3]
• Tipping Point (political)^[10]

Here are samples from the automated Dilbert Mission Statement Generator, which was hosted on the United Media website[1]:

• "It's our responsibility to continually provide access to low-risk high-yield benefits and collaboratively administrate economically sound materials while promoting personal employee growth."

• "It's our responsibility to authoritatively negotiate market-driven technology so that we may conveniently build low-risk high-yield opportunities to stay competitive in tomorrow's world."

• "We have committed to assertively integrate high-quality infrastructures to exceed customer expectations."

See also

• Buzzword bingo
• Buzzword compliant
• Golden hammer
• List of buzzwords
• Marketing buzz
• Marketing speak
• Memetics
• Power word
• Psychobabble
• Virtue word
• Weasel Word

External links

• Buzzword Blends
• The Buzzword Generator Generates buzzwords and sample sentences containing such generated buzzwords
• LanguageMonitor – Watchdog on contemporary English usage
• Mission Statement Generator (on Dilbert website)
• N-Gage At E3 Showcases Immersive Games And Next-Generation Mobile Gaming – an example of buzzwords in action.
• The Web Economy Bullshit Generator
• http://www.townhall.com/columnists/ThomasSowell/2007/05/29/a_war_of_words -- on livng wage, affordable housing, etc.
• View buzzwords, add buzzwords, comment on buzzwords
• The Online Dictionary of Language Terminology
• Guide to Corporate Buzzwords, Part 1 - a look at buzzwords in Corporate America
• Unlock Your Gravy Train with Business Metaphors - an article from Examiner.com on the importance of business speak.

Footnotes

• Negus, K. Pickering, M. 2004. Creativity, Communication and Cultural Value. Sage Publications Ltd
• Collins, David. 2000. Management fads and buzzwords : critical-practical perspectives. London ; New York : Routledge
• Godin, B. 2006. The Knowledge-Based Economy: Conceptual Framework or Buzzword?. The Journal of technology transfer 31 (1): 17-.