Trends in the Word Market

February 10, 2022
Posted by Jay Livingston

Kieran Healy tweeted recently about his 2017 paper “Fuck Nuance.”

(Click on an image for a larger view.)

I wondered again, as I wondered when I heard Kieran present this paper at the ASA meetings,* is nuance itself a recent thing, or is it just that the word has become fashionable? The Nexis-Uni database of news finds only seven instances of the word before 1975, the first coming in 1969. Before then, there was no nuance to fuck.

The word seems to have been put into play by theater critics. But surely there must have been performances in earlier decades that critics of the 70s and beyond would have called “nuanced.” Praise for scholarly writings as nuanced happens a decade or so later. But how might an earlier take on those same performances or writings have phrased it?

I don’t know.

Then there’s “sustainable.” How I wish I had bought stock in Sustainable in 1980. It would have been like buying Bitcoin in 2010. But in this case, I have a good idea of the word sustainable replaced: viable.

I associate the word with the Kennedy administration. It seemed that government higher-ups were always talking about “viable options.” Today we would call them “sustainable options.” For example, today’s Inside Higher Ed (here) quotes someone saying of a colleague, “the demands of both his role here and his elected position are not sustainable.” He means that the colleague can’t fulfill the demands of both roles. Or to put it in the language of 1965, continuing in both roles is not a viable option.

Perhaps “nuance” no longer be viable. It will see the fading of its cachet, and I will look back and wonder why I didn’t sell my Nuance shares as soon as I heard Kieran present that paper.

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* The title was the first slide in Kieran’s presentation, and it remained on the screen as Kieran took care of technical matters at the podium. Then he clicked to the second slide, which, if memory serves, was “No, seriously. Fuck it.”