I was just reading a post on a web forum wherein the author is griping about his boss emailing him the following treat: “My concern is that the … team might consens on something that the operations … people think is a bad idea.”
Consens. I’m sure, like the author of the post, you’re thinking, “Yikes! My thoughts are that ‘consensus’ is not a verb, no way Jose!” It’s so egregious, he declares, that “it puts ‘contact’ to shame.” He then asks people to send him real-life examples of misuse of nouns as verbs. “I don’t know why it fascinates me,” he says; “I guess it’s like rubbernecking at a fatal car wreck.”
Well, if you like to rubberneck at such things, you don’t need to wait for someone to email or phone you; you can Google all the examples you want as easily as skipping a rope (or roping a skip). Or, uh, you could start with that sentence you just read. Rubberneck, email, phone, Google: all are recent verbings (well, rubberneck has been around for a century). Other conversions such as rope have been around for centuries longer. (Oh, and contact? In the modern verb use, about a century.)
In fact, the English language is full of conversions (that’s a more proper linguistic term for it) – noun to verb, noun to adjective, adjective to verb, adjective to adverb, verb to noun – and the great majority of them are well established and pass unremarked. They’re very easy to do in modern English, with its minimal use of inflections (just an s here and there, some eds and ings, a few other little bits and pieces) – you don’t need to change anything about a word’s basic form to use the same form in another word class. One might well argue that our conversions epitomize the flexibility that has helped English be so successful.
But perhaps looking at all the verbings that have been handed down over the centuries clouds the matter, distances us from the real issue, perhaps even silences concerns unduly. (Yes, all those italicized words are verbs that were converted from nouns at one time or another.) There are some conversions that don’t really seem to bother us, and there are some that bother some of us but not others, but there are some that are almost universally loathed among language nerds. There must be a reason for that, yes?
I think it has a lot to do with the attitudes they bespeak and the milieu they represent. Words, after all, are known by the company they keep. And, I would say, the verbings we loathe most impact us most (ouch!) because they come from business-speak.
Business-speak really is a special genre. It is as susceptible to fads as teenage slang, but its fad usages show not how cool you are but how conversant you are with the latest popular ideas in the business literature. It makes more use of overt metaphor than just about any other genre (at the end of the day, touch base, low-hanging fruit…). It often uses noun-heavy structures to sound important, but is also known for converting all sorts of things to verbs in order to sound active – or just to save effort while still accessing impressive-sounding vocabulary (consensus is more important-sounding than agree, but build a consensus takes three words, so why not use consens). It tends, perhaps even more than undergraduate essays, to try to use hifalutin locutions to impress. As a result of that, it has quite a lot of what linguists might gently call “variant usages” – and everyone else would call misuse, errors, bad English. Above all – and this is surely its primary sin – it’s self-important.
Why else, after all, would anyone use leverage as a verb? “We will leverage our core competencies to innovate bleeding-edge solutions.” Look, that whole sentence is obnoxious, not just the verbing. What are core competencies? Their strongest or most basic skills. Why bleeding-edge? Because leading-edge used to be good enough but then someone started using this version (actually borrowed from the printing industry and not really all that exciting in the original) and it sounds so, um, edgy. Why solutions? Because that is what everyone, everyone, everyone in business is now in the business of providing: the customer has a problem and you’re in business to provide the solution. (The only solutions I go to stores for are aqueous solutions of ethanol.) And why leverage? The term showed up in business originally in reference to using borrowed capital to produce profits greater than the interest, and it spread from there; now people use it because they like the image it presents of a lever, which allows a small person to move a big rock, and the age ending sounds so, you know, technical and financial and important.
The remaining word in that sentence is also fad-popular but is a time-honoured usage (borrowed from Latin centuries ago), and is the only really useful word in the sentence other than “We will.” Strip it all out and say “We will innovate” and you have it nicely. But that doesn’t jangle the ring full of keys to membership in the corporate in-group.
And that is why certain verbings impact us so much (sorry!): they’re self-important and in-groupy and they pretend to have much more substance than they really do. It’s not that they’re verbings. Sure, some people are uncomfortable seeing a word used in a way that doesn’t match its entry in their mental dictionary. But they may only really stop and fuss about that if something else draws their attention to the word – something like its reeking of business-speak. I’m sure you can consens with me on that…
Sesquiotica 