Words come in and out of fashion. “Groovy” came and went fairly swiftly, “cool” has stayed around longer. Of the many words which changed meanings after medieval times, one of the most widely known is “fond” : meaning “stupid” when King Lear applies it to himself in Shakespeare’s play in the early 17th century, shifting to “affectionate” by the 20th century. I am sure the phrase “disc jockey” which I grew up with amused or annoyed older people who were accustomed to use the noun to describe someone who rode horses. I remember distinctly my surprise the first time I read a sentence including the phrase “spin doctor”, around the 1992 UK General Election, and, coincidentally, also around the namesake US band’s brief fame – and this phrase it is still commonly used.
All this is a prelude to listing some phrases which have become common parlance, even among journalists and broadcasters who are not young, but which sound rather ugly and unhelpful to my ears. Probably many of these usages have emigrated from the USA or Australasia and via cinema and TV – routes of travel heavily used for many years. Of course, such a list shows that the list-maker is more prone to nostalgia and conservatism rather than looking forward in optimism…
Anything which is unlikely or unachievable is now “a big ask” rather than “asking a lot” or “expecting a lot”.
A new feeling or attitude or condition will now “kick in” rather than “take effect”.
If something which needs caution or action is about to happen to you, you now need a “heads-up” rather than a “warning”.
An event which will begin immediately starts “from the get-go” rather than “from the word go”.
A permanent happening or condition is taking place “24/7” rather than “24 hours a day”.
An event will “not happen anytime soon” rather than “not happen soon”. Always used in the negative, this one, so possibly seen just as a more forceful emphasis.
If you are making things difficult for someone, you are “playing hardball” even if you know nothing about baseball.
A cause or practice which you feel strongly about or carry out continually is one you are “passionate about” rather than “dedicated to” or “committed to”, although “passion” is also often used as a euphemism for levels of anger.
Finally, since we’re in constant voting mode, it appears that people rarely now refer to others’ political “principles” or “beliefs”, but you talk about their “ideology” if you want to be pejorative and their “values” if you want to be polite and respectful.
About 20 years ago, the writer and broadcaster Clive James commented on how the word “enervate” seemed to be getting used more often as if it meant an increase in energy and strength rather than a decrease, because its sound, like “invigorate”, suggested such a meaning. He concluded that, if the majority of people come to use a word in one particular way, even if it is the incorrect way, that has to be accepted as appropriate and reasonable practice. A prescient idea.