Via PRwatch.org, the PR industry is now literally fighting to change the definition of words or to eliminate them from the dictionary. Time is reporting that McDonald's has launched a campaign against "McJob" that follows in the footsteps of a potato industry campaign against "couch potato":
The late Austrian philosopher Ludwig Wittgenstein once said that the meaning of a word was derived from the way it is used in language. Not according to McDonald's. The fast-food giant is currently lobbying dictionary publishers to change the meaning of the word McJob — or remove it altogether — on the grounds that it denigrates the company's employees.
First used some 20 years ago in the United States to describe low-paying, low-skill jobs that offered little prospect of advancement, the term McJob was popularized by the author Douglas Coupland in his 1991 slacker ode Generation X...
In 2001, the term finally entered the Oxford English Dictionary, which defined it as "an unstimulating, low-paid job with few prospects, especially one created by the expansion of the service sector." And it has remained there ever since. But not for much longer if McDonald's gets its way.
The company is leading a "word battle" on behalf of the wider service sector. The object, according to David Fairhurst, a senior vice-president of McDonald's, is to change the definition of McJob to "reflect a job that is stimulating, rewarding ... and offers skills that last a lifetime."
At first the OED, Britain's dictionary of record, explained that it merely recorded words according to their popular usage. A statement from a company official said it was not their role to redefine meanings assigned those words according to the preferences of interest groups.
Representatives of McDonald's responded by arguing that the OED's definition was "outdated" and "insulting."
So, the OED is turning to the public, inviting people to submit opinions on the definition of a McJob...
McDonald's is hardly the first interest group to challenge the OED's chronicling of unflattering slang. Last year, Britain's Potato Council complained that the definition of couch potato implied that the nutritious tuber was inherently unhealthy, thus driving down business. Instead, the Council campaigned for the term to be replaced by couch slouch, even staging protests outside the OED's Oxford headquarters — but to no avail.
This time, however, could be different — not least because of the size of McDonald's war chest and its lobbying power. The campaign has already the garnered the support of heavyweight business figures such as Chambers of Commerce Director General David Frost. More impressively, Conservative party Member of Parliament Clive Betts last week introduced a motion into Britain's parliament condemning the pejorative use of McJob...
But the McDonald's "word war" is hardly confined to the corridors of power. Last Friday morning in Birmingham, TIME found a McDonald's publicity team on the street, beneath an enormous TV screen atop a parked van beaming images of bright, happy McDonald's staff, urging passers-by to sign a petition to change the definition of McJob.
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