Judging A Society By Its Word Choice

David Brooks considers [NYT] recent studies on the frequency of given words in published books over time:

The first element in this story is rising individualism. A study by Jean M. Twenge, W. Keith Campbell and Brittany Gentile found that between 1960 and 2008 individualistic words and phrases increasingly overshadowed communal words and phrases. That is to say, over those 48 years, words and phrases like “personalized,” “self,” “standout,” “unique,” “I come first” and “I can do it myself” were used more frequently. Communal words and phrases like “community,” “collective,” “tribe,” “share,” “united,” “band together” and “common good” receded.

The second element of the story is demoralization. A study by Pelin Kesebir and Selin Kesebir found that general moral terms like “virtue,” “decency” and “conscience” were used less frequently over the course of the 20th century. Words associated with moral excellence, like “honesty,” “patience” and “compassion” were used much less frequently.

Robin Lakoff, professor of Linguistics at UC-Berkeley, counters with an example:

Consider “racism.” It is first attested, according to the Oxford English Dictionary, in the first decade of the 20th century. By Brooks’ standard, that would imply that racism, the attitude and behavior, only came into being then, and therefore only then needed a word to describe it. Similarly, “sexism,” in its current sense, is only attested in the mid-1960s. What should we make of that?

Actually, the appearance of these words at those times is a positive indicator. Racism and sexism have been endemic in our species as far back as the historical record allows us to determine, and probably further. But it was only in the 20th century that people first began to see these kinds of behaviors as something other than normal and inevitable, and therefore worthy of naming and eventually changing.