An ongoing topic in this blog is the use of military metaphors for marketing campaigning. You can read more here of what has been said in prior entries. So it was with interest I read a paper written by Anthony Judge titled: "Enhancing Sustainable Development Strategies Through Avoidance of Military Metaphors". He presents a thorough, well researched effort that offers the most exhaustive list of alternative metaphors I've ever seen. If you're troubled by the use of military metaphors or you're seeking alternative metaphors to communicate with, his paper is well worth the read. Here is the introduction:
There is a desperate worldwide search for sustainable development strategies and for the appropriate means for their implementation. To a large extent such strategies are elaborated and presented through the use of military metaphors. In discussing the associated challenges of communication, great emphasis is placed on "target audiences", "targets", and "targeting" in designing "campaigns" and "mobilizing" resources. Typically in slide presentations, notably those enhanced by Microsoft's Powerpoint software, strategies are structured in terms of "bullets" -- which are also characteristic of the documents in support of such presentations.
The question asked in this paper is whether such simplistic language is adequate to the challenges of communicating complex insights in response to complex environmental issues -- or of eliciting the support of partners vital to the success of such initiatives. Furthermore, there would seem to be a strong possibility that such language is based on mindsets and frameworks that were fundamental to the generation of the problems that sustainable development strategies purport to address. In this sense use of military metaphors may contribute directly to inhibiting and undermining any useful implementation of such strategies.
Learn how to wage and win battles for market share. Download the free PDF preview of the Art of Attack. Just click to get the PDF. There are no forms to fill out, you don’t need to leave your email address. No annoying questions to answer. Just click and get your PDF.
Comments