ETC.: A Review of General Semantics

This quarterly journal provides peer-reviewed articles on topics relating to general semantics.

Articles from Vol. 52, No. 3, Fall

97% Fat Free: On the Art of Misinforming
Label: A slip of paper or other material bearing information, instructions, etc., concerning something to which it is attached. The Random House College Dictionary Andy Warhol turned soup cans into modern art. A close look at the label on some canned...
A General Semantics Glossary (Part XII)
formulation/formulator; evaluation/evaluator. In writing this Glossary I have necessarily and frequently used the terms formulation and evaluation and their various cognate forms. Here are some examples from our earlier installments. (The Roman numeral...
Communication in the Information Age: A Critique
Information Age As understood by a host of analysts, civilization seems to be entering the Information Age. Every day the media carry stories about data bits, micro chips, and the information superhighway. Soon computers will be used in the majority...
Keeping It on the Road: A Metaphor for the Economy?
Metaphors from the economy pervade our language, as Gozzi shows. (1) We "coin" phrases, "spend" time, and enter the "marketplace for ideas." (2) The road between the economy and metaphors runs both ways. The economy provides powerful metaphors. At the...
Looking Ahead: Why the Real Lesson of Vietnam Eludes Robert McNamara
The New Yorker depicts him in a pin-stripe suit, holding a handkerchief to his face, his eyes leaking crocodiles, and a cartoon in my local paper shows him as the grim reaper. (1) His biographer asks why he has "waited so long to publish his account"...
Metaphorical Maps of Improbable Fictions: The Semantic Parables of Christian Morgenstern
Some poets write as if they want to concentrate on words, to see less of the world and time and death. Consider Keats' blindly verbal circling in "Beauty is Truth, truth beauty - that is all ye know on earth and all ye need to know," said as if we must...
Nouning the Verb
To evaluate more extensionally, perhaps we should divide our referents into things which exist, which we have, and things which happen, which we do. (1) For those which exist, we should use nouns. "I drive a car." For those which we do, we should use...
The Generation X and Boomers Metaphors
Generation X: blank, unformed, unknown, "whatever." The media use it to refer to people born in the later 1960s and the 1970s, who are young adults by the 1990s. Generation X is a metaphor, referring to an age-cohort of North Americans, giving them perhaps...
The Resiliency of Metaphysics
Earl Hautala's critique of metaphysical thinking ("Developing a Prudent Society," ETC., Fall 1994), has provoked several writers to respond at length. (See, for example, correspondence from Allan Brooks in the Summer 1995 ETC.) Craig Payne offers here...
What Is General Semantics? A Personal View
Sometimes when people ask "What is General Semantics?", I don't want to answer. My reluctance to categorize general semantics arises from the general semantics principle of non-identity. This postulates that no two things are identical in all respects....

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