A rose (of Mohammed) by any other name . . .
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Of course we (well, okay--I) chuckle a bit, knowing that such name changes are emotionally-driven attempts to make silk purses out of what have become, in the eyes of some, sows' ears. As Juliet knows, the thing named--in Saussure's language, the signified--does not change: the relationship between that thing and its name is an arbitrary one, determined by usage. "Downsize" may sound more pleasant in a news release than "lay off" does, but people are no less unemployed for all the euphemizing.
But such moments preform a useful reminder for us: We get reminded here--sometimes so blatantly that we laugh as a result--that language isn't neutral and valueless but, due to the very arbitrariness of the signifier-signified relationship, is a tripwire-laden jungle of implicit and explicit cultural judgments made, often, so long ago that we no longer recognize them or, in some cases, no longer think they matter when they are brought to our attention. This isn't a plea on behalf of politically-correct language--or against it, either. Our language--all language--is simply thus. What that fact should compel us to give some thought to is, when we go about naming and describing the things of the world, what we want our language for them to say about us as individuals and about us as a culture.