Customer perception acceleration: Does this mean anything to anyone?

It reminds me of taking media philosophy lectures, led by a ‘cool surfer dude’ from Torquay called Geoff whose weekly Hawaiian shirts were more anti-modern than post.

He talked up Jean Baudrillard while talking down to us. Well, we wouldn’t understand anyway, we were just plain talking journalist students. This, for example, was a classic extract:

“The Disneyland imaginary is neither true nor false: it is a deterrence machine set up in order to rejuvenate in reverse the fiction of the real. Whence the debility, the infantile degeneration of this imaginary.”

…and here was my dumb journalist brain thinking it was just a themepark.

What I found odd browsing media philosophy readings, was that on their own, every single word made sense, (with the exception of simulcra, which Baudrillard quite possibly invented once while playing scrabble), yet put more than three words together and the meaning becomes utterly unintelligible.

At the time I duly saw little use of media philosophy classes. Working in corporate communications, however, has given me reason to rethink.

Decrypting the terms and jargon of office parlance would be a lot harder without the experience had in university of trying to draw meaning from sentences that simply don’t make sense, and all the while trying to keep up the pretense that you’re on top of your word-game.

Today for example, I needed to brief a freelancer about an article a client had requested on ‘customer perception acceleration’. Is my brain smaller than my right bicep, or does this not make sense to other people either?

Apparently I was not alone, as, when setting up an interview time with the client’s suggested authority on the source, we were surprised to receive an email from him asking “Sorry, but what exactly does this mean?”


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