“What are words for?,” the pretty lady who never got enough credit wearily asked. As usual, the cynical and correct answer is deception, for wealth and power. A fart by any other name should smell just as rancid but our ADHD addled species overvalues novelty, and so old poisons are rebranded as new elixirs and old problems are rebranded as new solutions – and people passively believe the lie or worse, have become so apathetic they no longer care that they’re being lied to. Blame? “Name”! Game. A paradox: empty, disposable words, full of fraud and menace; Big Lies, ever bolder and louder, falling on an ever more deaf and distracted populace. Blah blah blah. What were you saying? Nevermind. Cf.

Jonathan Meades, ‘On the Brandwagon’:

[Regeneration is] the greatest of contemporary gravy trains; it’s a bandwagon. The bandwagon has been rebranded; the bandwagon is now a brandwagon. Rebranding is a euphemism – for ‘euphemism.’ Call this [holds shovel] a hallmark diversifier and it becomes something entirely different.

Regeneration is an ad hoc-ulation of enterprises, of PFIs, of blusty thinking, traction triggers, helicopter views, round ovalling, meme trepanning, brain swoffing, crisis tablet alerts.

Anyone can jump aboard the brandwagon; clothes designers, record producers, pop singers are all busily regenerating themselves through regeneration.

Babylon 5 Season 3 Episode 4 “Voices of Authority”:

[Nightwatch Commissar Julie Musante]: “All right, so you have some concerns. But there are ways of expressing these concerns which won’t cause problems for our leaders back home…
[Captain Sheridan]: “Lurkers are our version of the homeless. In many ways we have the same problem Earth does.”
[Musante]: “Earth doesn’t have homeless.”
[Sheridan]: “Excuse me?”
[Musante]: “We don’t have the problem. Yes, there are some displaced people, here and there, but they’ve chosen to be in that position. They’re either lazy or they’re criminal or they’re mentally unstable.”
[Sheridan]: “They can’t get a job.”
[Musante]: “Earth Gov has promised a job to anyone that wants one. So, if someone doesn’t have a job, they must not want one.”
[Sheridan]: “Poverty?”
[Musante]: “It’s the same.”
[Sheridan]: “Crime.”
[Musante}: “Yes, there is some but it’s all caused by the mentally unstable. And we’ve just instituted correctional centers to filter them out at an early age.”
[Sheridan]: “Prejudice?”
[Musante]: “Hmm? No, we’re just one happy planet….Well, all right, there’s the Marsies but that won’t change until they stop fighting the Earth rule.”
[Sheridan]: “And when exactly did all this happen?”
[Musante]: “When we rewrote the dictionary. Captain, you’re a good man, you’re a fine soldier, a leader. You understand that sometimes, before you can deal with the problem you have to…redefine it.”
[Sheridan]: “But you can’t deal with problems by pretending they don’t exist.”
[Musante]: “There’s no need to embarrass our leaders by pointing out the flaws in our society that they’re aware of and dealing with in their own way. Some people just enjoy finding fault with our leaders – they’re anarchists, they’re troublemakers, or they’re simply just unpatriotic – none of which describes you, now do you want other people thinking otherwise? These are the areas I want to help you with. I want to feel like I’m needed, that I’m doing my part to help bring the Earth gov back in to the hands of the decent, hard working people that created it. I am here to protect you. I admire your honesty and your record and your attitude and I don’t want to see anyone use those things against you…”

The power to name or rename is the power to do anything but create; it is the power to own or, at least, to lord over, to subdue, transfer, consume:

And out of the ground the LORD God formed every beast of the field, and every fowl of the air; and brought them unto Adam to see what he would call them: and whatsoever Adam called every living creature, that was the name thereof. And Adam gave names to all cattle, and to the fowl of the air, and to every beast of the field[.]

Thomas Szasz:

The struggle for definition is veritably the struggle for life itself. In the typical Western two men fight desperately for the possession of a gun that has been thrown to the ground: whoever reaches the weapon first shoots and lives; his adversary is shot and dies. In ordinary life, the struggle is not for guns but for words; whoever first defines the situation is the victor; his adversary, the victim. For example, in the family, husband and wife, mother and child do not get along; who defines whom as troublesome or mentally sick?… [the one] who first seizes the word imposes reality on the other; [the one] who defines thus dominates and lives; and [the one] who is defined is subjugated and may be killed.