Yesterday, I wrote about wisdom only mattering if you can remember it in time. Today, I’d like to finish the thought in the context of my own work: journalism, advertising, and public relations.
In Amusing Ourselves to Death, Neil Postman asks why we should care about news if it goes so quickly out of date. If the newspapers and magazines we read are meant to be discarded, what’s to stop us from discarding them the moment they arrive or from ignoring them all together?
The answer is that the meaning of a message changes over time. Responding yes to a friend’s request for a same-day lunch date at 11 p.m. might represent your true feelings but it would be a useless expression.
Eternal truths should be carved in stone, but you can’t simply point to them every time something in the world needs to be understood and acted upon. You’ve got to explain their relevance to the moment. Even the Christian scriptures, which have been styled as the original good news, get a weekly sermon to help them stay relevant. We write and we speak without end because it is a form of understanding simply to do so. To make sense of the world we have to make sense with our words first, in our own minds. We have to keep talking to each other and to the future and looking to the past for context.
That said, most of what passes for language and sense online or in print is neither good language nor good sense. But we can’t stop the attempt to produce it because some people mangle or abuse the language.
If we’re going to be wise in time, we’ve got to understand the times we’re in and that takes a lot of talking. And that’s one thing that keeps me coming back to the keyboard every day, for myself and for my firm. The attempt keeps me thinking and keeps me sane.