[combatentropy]

It reminds me of Newspeak, from Orwell's 1984. Leaders, especially of bureaucracies, perennially hope to shape belief by just renaming things.

I've been to Wal-Mart or Target or any number of places, where I have read a sign or overheard a prerecorded announcement referring to the workers as "team members", "associates", "specialists", "customer advocates", and so on. The illusion dissipates instantaneously. I immediately see it as pretentious, and the reflex is to cringe. I suspect that most employees roll their eyes at it too.

I don't believe that the executives who came up with these fancy names are fooled by them either --- and that's part of the problem, it's condescending. The executive thinks, "I see right through these words, into the real thing, but my employees and customers are stupider than me, and I believe these names can sway their thinking."

Another problem is that it is just like inflation, in that it doesn't stop spiraling upward. I believe that the word "employee" was once a fancy replacement for something plainer, like "worker". But H.R. told me, when I was making an app for them, that it's a dirty word: We don't "employ" people. That makes it sound like we are using them. (Well, you are, but they know you are, and after all you are paying them. It was all agreed upon at the outset. Also it's not so bad. Everyone wants, in the end, to be "useful".) But no, now they are called "associates". It won't end. There is even a chance that it will go in circles. I would not be surprised if some years later, a new executive arrives, says "associate" is too loose: "They aren't merely associated with us in some tangential way. We need them and employ them for our success. Let us call them 'employees'."

[Sebb767]

I don't think the intent is to deceive anyone. The actual intent is that calling employees a team or even family subtly tries to add some strings to the job. It might be okay to leave a job for slightly better pay, but you would not leave your family. A team would not let the store close on the weekend because they are low on personnel, you are "in this together", after all. Sure, it's a quite obvious ploy if you look at it, but using that kind of language does affect people.

[janalsncm]

George Carlin on “soft language”:

https://youtu.be/o25I2fzFGoY

[molteanu]

I've noticed this a few months ago where I live (Romania), namely, that we've used to go to the "Dentist", which is an actual Romanian word, but now the town where I live is full of "Dental Spas" and "Dental Studios". Yes, we're using English terminology, even though that's not the official language here.

[fasthands9]

I think "sandwich artist" for Subway is one that is condescending.

That being said I think most people still probably prefer this to the alternative. Being called a "associate" instead of "cashier" is still slightly more respectable to tell your friends/families. It also probably stresses to employees that their job is to represent the entire store - not just do a a task without regard for the customer experience.

[badpun]

> Being called a "associate" instead of "cashier" is still slightly more respectable to tell your friends/families.

Not if they have any sense and see it as a pathetic and condescending brainwashing technique it is...

[coffeebeqn]

Welcome on board, VP of Customer Greeting for Store #3348