Incredimazeballs rules, OK? is an article by Anne Treasure providing intriguing analysis and compulsive reading. But throughout, I constantly find myself considering the purpose of the article.
Treasure’s analysis is compelling; she provides numerous examples of the way in which our language has evolved, through the creation of new contractions for use in social media, such as “LOL”. She then identifies the way in which that language has found the antithesis of its initial contraction by expanding the aforementioned modern social media language, for jovial or hyperbolic use in the modern verbal language sphere, eg. “Lulzapalooza”.
Treasure utilizes a remarkably playful voice to hook the reader, while simultaneously discussing a redoubtable subject (national political discourse). But I cannot reason why she would attempt to link the lackluster public discourse that we are currently forced to endure, with the evolution of a new language phenomenon.
This article works if its purpose is to attract and entertain readers. Perhaps it will even work to create a public discourse on the subject, (simply because I expect many will be drawn to reading and then considering its meaning). But, if its purpose is to draw a link between the emergence of a unique social media language with the unfortunate decline in public political discourse or even in political and journalistic language, then she has undoubtedly failed.
Treasure’s style is remarkable; the pace at which her writing flows is consistent and noteworthy, if only she was saying something of note. She most certainly holds a commanding control of the language and her topic, but she fails to adequately link the topic with the content. Nor does she succeed in drawing any conclusions from what can only be describes as her discussion.
In an article that should have been authoritative and fighting, Treasure skirts around the edges and fumbles with meaning.
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