The pernicious spread of corporatespeak, or garbage language, as Anna Wiener’s Uncanny Valley calls this kind of talk. Garbage language permeates the ways we think of our jobs and shapes our identities as workers. --- In other words, to “parallel-path” is to do two things at once. That’s all. I thought there was something gorgeously and inadvertently candid about the phrase’s assumption that a person would ever not be doing more than one thing at a time in an office — its denial that the whole point of having an office job is to multitask ineffectively instead of single-tasking effectively. Why invent a term for what people were already forced to do? It was, in its fakery and puffery and lack of a reason to exist, the perfect corporate neologism. […] But unlike garbage, which we contain in wastebaskets and landfills, the hideous nature of these words — their facility to warp and impede communication — is also their purpose. Garbage language permeates the ways we think of our jobs and shapes our identities as workers. It is obvious that the point is concealment; it is less obvious what so many of us are trying to hide. […] Our attraction to certain words surely reflects an inner yearning. Computer metaphors appeal to us because they imply futurism and hyperefficiency, while the language of self-empowerment hides a deeper anxiety about our relationship to work — a sense that what we’re doing may actually be trivial, that the reward of “free” snacks for cultural fealty is not an exchange that benefits us, that none of this was worth going into student debt for, and that we could be fired instantly for complaining on Slack about it. When we adopt words that connect us to a larger project — that simultaneously fold us into an institutional organism and insist on that institution’s worthiness — it is easier to pretend that our jobs are more interesting than they seem. Empowerment language is a self-marketing asset as much as anything else: a way of selling our jobs back to ourselves. […] One reason for the uptick in garbage language is exactly this sense of nonstop supervision. Employers can read emails and track keystrokes and monitor locations and clock the amount of time their employees spend noodling on Twitter. In an environment of constant auditing, it’s safer to use words that signify nothing and can be stretched to mean anything, just in case you’re caught and required to defend yourself. […] Usage peeves are always arbitrary and often depend as much on who is saying something as on what is being said. When Megan spoke about “business-critical asks” and “high-level integrated decks,” I heard “I am using meaningless words and forcing you to act like you understand them.” When an intern said the same thing, I heard someone heroically struggling to communicate in the local dialect. I hate certain words partly because of the people who use them; I can’t help but equate linguistic misdemeanors with crimes of the soul. […] The meaningful threat of garbage language — the reason it is not just annoying but malevolent — is that it confirms delusion as an asset in the workplace.

Jia Tolentino on how the mantra of “less is more,” which obeys a logic of accumulation, hints at genuinely different ways of thinking. --- It is rarely acknowledged, by either the life-hack-minded authors or the proponents of minimalist design, that many people have minimalism forced upon them by circumstances that render impossible a serene, jewel-box life style. Nor do they mention that poverty and trauma can make frivolous possessions seem like a lifeline rather than a burden. Many of today’s gurus maintain that minimalism can be useful no matter one’s income, but the audience they target is implicitly affluent—the pitch is never about making do with less because you have no choice. […] Today’s most popular minimalists do not mention Marx. Sometimes they address the importance of freeing oneself from the dictates of the market. In “Goodbye, Things,” Sasaki writes about the importance of figuring out your minimum required monthly income, and encourages readers to consider the environmental consequences of their life styles. Millburn and Nicodemus write about the joy that comes from choosing to earn less money, even if they avoid discussing the more common situation of having your wages kept low against your will. But they also assure their audience that “capitalism is not broken”—we are. They insist that there’s “nothing wrong with earning a shedload of money—it’s just that the money doesn’t matter if you’re not happy with who you’ve become in the process.” Even these sincere prophets of anti-consumerism are hesitant to conclude that the excessive purchasing of stuff may be a symptom of larger structural problems, or that a life built around maximum accumulation may be not only insufficiently conducive to happiness but actually, morally bad. The worst versions of life-style minimalism frame simplicity not as a worthy end in itself but as an instrument—a tool of self-improvement, or of high-end consumption, or of self-improvement through high-end consumption. It is a vision shaped by the logic of the market: the self is perpetually being improved; its environment is ready for public display and admiration; it methodically sheds all inefficiencies and flaws. This vision also forgoes any recognition that the kind of salvation so many people are seeking can happen only at the level of the system rather than at that of the individual. […] This is, in the end, the most convincing argument for minimalism: with less noise in our heads, we might hear the emergency sirens more clearly. If we put down some baggage, we might move more swiftly. We might address the frantic, frightening, intensifying conditions that have prompted us to think of minimalism as an attractive escape.

Japan made itself rich in its industrial era by selling things like cars, TVs, and VCRs, but it made itself loved in those Lost Decades by selling fantasies. Hello Kitty, comics, anime, and Nintendo games were the first wave—“the big can-opener,” as the game designer Keiichi Yano put it. Now those childhood dreams haven given way to a more sophisticated vision of a Japanese life style, exemplified in the detached cool of Haruki Murakami novels, the defiantly girly pink feminism of kawaii culture, the stripped-down simplicity of Uniqlo, the “unbranded” products of Muji, and the Japanese “life-changing magic” of Marie Kondo. That these Japanese products are so popular, not only in America but in developed nations around the world, may indicate that we’re all groping for meaning in the same post-industrial haze.

“Harlem Shake,” was a meme made by an amateur, George Miller, but its rapid replication was driven by media and marketing professionals, led and orchestrated by three companies: Maker Studios, Mad Decent, and IAC.