The Next Next Common Sense
Each of these environments shapes language differently, creating what linguist James Paul Gee calls “situated meanings”—the way context deter- mines what words signify in specific situations. The phrase “let’s discuss this later” carries very different implications in an email versus a Slack message versus a video call comment. Beyond these platform differences, digital communication has accel- erated broader linguistic evolution. New terms emerge rapidly to describe emerging technologies and practices. Shorthand expressions proliferate as communication speeds up and fragments across channels. Visual lan- guage elements like emoji, GIFs, and memes become integral parts of organizational communication rather than merely decorative additions. This linguistic evolution creates both connection and confusion. Shared digital vocabulary can create powerful bonds among those who understand it while excluding those who don’t. New communication pat- terns can enable more authentic expression while sometimes sacrificing clarity. And the rapid pace of linguistic change can create generation gaps within organizations as different age cohorts adopt digital language pat- terns at different rates. Organizations that navigate this evolution successfully recognize that language isn’t merely a tool for conveying information—it’s a fundamen- tal shaper of how people experience work itself. They pay attention to how language evolves across different contexts, create appropriate bridges between linguistic communities, and consciously cultivate language pat- terns aligned with their values and purpose. The Challenge of Multichannel Coherence Perhaps the greatest language challenge in today’s organizations is maintaining coherence across multiple communication channels. When organizations operated primarily through meetings, memos, and formal documents, language alignment happened relatively naturally through centralized control and limited communication pathways. In today’s mul- tichannel environment, coherence requires much more intentional effort.
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