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Keywords: The New Language of Capitalism
"A clever, even witty examination of the manipulation of language in these days of neoliberal or late stage capitalism" (Counterpunch).
From Silicon Valley to the White House, from kindergarten to college, and from the factory floor to the church pulpit, we are all called to be innovators and entrepreneurs, to be curators of an ever-expanding roster of competencies, and to become resilient and flexible in the face of the insults and injuries we confront at work. In the midst of increasing inequality, these keywords teach us to thrive by applying the lessons of a competitive marketplace to every sphere of life. What's more, by celebrating the values of grit, creativity, and passion at school and at work, they assure us that economic success is nothing less than a moral virtue.
Organized alphabetically as a lexicon, Keywords explores the history and common usage of major terms in the everyday language of capitalism. Because these words have infiltrated everyday life, their meanings may seem self-evident, even benign. Who could be against empowerment, after all? Keywords uncovers the histories of words like innovation, which was once synonymous with "false prophecy" before it became the prevailing faith of Silicon Valley. Other words, like best practices and human capital, are relatively new coinages that subtly shape our way of thinking. As this book makes clear, the new language of capitalism burnishes hierarchy, competition, and exploitation as leadership, collaboration, and sharing, modeling for us the habits of the economically successful be visionary, be self-reliant--and never, ever stop working.
From Silicon Valley to the White House, from kindergarten to college, and from the factory floor to the church pulpit, we are all called to be innovators and entrepreneurs, to be curators of an ever-expanding roster of competencies, and to become resilient and flexible in the face of the insults and injuries we confront at work. In the midst of increasing inequality, these keywords teach us to thrive by applying the lessons of a competitive marketplace to every sphere of life. What's more, by celebrating the values of grit, creativity, and passion at school and at work, they assure us that economic success is nothing less than a moral virtue.
Organized alphabetically as a lexicon, Keywords explores the history and common usage of major terms in the everyday language of capitalism. Because these words have infiltrated everyday life, their meanings may seem self-evident, even benign. Who could be against empowerment, after all? Keywords uncovers the histories of words like innovation, which was once synonymous with "false prophecy" before it became the prevailing faith of Silicon Valley. Other words, like best practices and human capital, are relatively new coinages that subtly shape our way of thinking. As this book makes clear, the new language of capitalism burnishes hierarchy, competition, and exploitation as leadership, collaboration, and sharing, modeling for us the habits of the economically successful be visionary, be self-reliant--and never, ever stop working.
277 pages, Kindle Edition
First published January 1, 2018
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Displaying 1 - 28 of 28 reviews
November 18, 2019
Leary examines the corporate hypocrisy behind such bland terms as "curator," "best practices," "flexible," "empowerment," "thought leader," and others to illustrate the various ways employers and corporate grifters attempt to create among the great unwashed masses a sense of control over one's fate—a "sense" that flimsily masks the degree to which we are trained to take our kicks like a good dog, and come back begging for more.
July 8, 2019
It's more of a truncated dictionary than a series of essays or monograph, so don't expect a lot of cohesion. Still, its analysis of contemporary capitalism is terrific. Worth keeping around as a reference.
May 19, 2019
Just a fantastic book about late capitalism. My only quibble is that the encyclopedia-style format of alphabetic listings doesn't lead to a good overall narrative in the book. I think it was a bad choice. Tha book's still worth it though.
November 10, 2019
I savoured this slowly over lunch hours and quiet moments in the office. Keywords does more than unveil the historical roots of the insidious body-talk of neoliberalism, along with its attendant failure of imagination as it returns to an individualized, thus atomized vision of society. It keeps a lively spirit and sense of dark humour about the whole affair, which marks the dominant ideology of our time, and also maintains its sense of gravity. A book to read in doses - or something for the undergraduate to bristle at and learn from, equally useful. If I have a complaint, which I do, it is that there is an overly familiar pattern that forms each of the entries, which makes for a uniform but bland approach to the text ultimately. A stronger organizing frame could have solved this minor but palpable dilemma. Other than that, find and read this book!
February 7, 2024
A really insightful, critical exploration of the language that has infiltrated our society and has severe implications for the construction and maintenance of power dynamics within capitalism. I do wish the author spent a bit more time talk about the agentic side of language/resistance to these terms and ideas, because I left the book with a sense of dread about how to go about unraveling invisible systems of language ideology and power. Would definitely recommend- it will completely alter how you view words that are commonly thrown around and taken at face value.
January 17, 2019
Well-researched and charming, but a bit of a slog to read cover to cover. If you just pop in and read single entries, then it's very fun.
June 17, 2022
I read this from front to back; it's kind of a glossary, in the vein of Raymond W9lliams' original Keywords, but I found it engaging enough to read in alphabetical order.
March 8, 2020
It’s a 1984 type of situation working at some companies. I’m talking about double-speak: talking one way, while knowing that it means something completely different. While we’re not quite there yet in our society, in the environment of a company it manifests itself as corporate jargon speak. You know what I mean. Sentences like “Let’s take this conversation offline so we can consolidate our innovations and sunset this project.” While it’s unavoidable in some cases, the real question is always whether anyone actually believes it. While some individuals think it’s a more evolved way of speaking which actually sparks productivity, the rest of us recognize how it’s actually unproductive and only helps to separate those in the company who are clueless from those who have actual ideas.
I’ve always wondered how deep the jargon pool gets, which is one reason I was interested in John Patrick Leary’s book Keywords: The New Language of Capitalism. I’m sure the pool is in the hundreds, but Leary curates 47 words, overused and stripped of their meaning, that have been appropriated in the capitalist setting. Organized in alphabetical fashion, Leary breaks down the words, the context that they’re used in, their origins, what their true meanings are, and how they’ve been appropriated. Of course it’s all flexing their muscle. Bosses want words to have a certain effect and Leary is quite good at discussing them in a comical fashion, injecting humor in his analyses, and making what would normally be a demoralizing venture, actually entertaining. There are some all-time favorites here, like Brand, Coach, Innovation, Passion, and Synergy, and some I’ve never encountered before (thank God), like Curator, Ecosystem, Nimble, and Wellness. I can think of several bosses I’ve had in the past who would love adding these words in their vocabulary, which is why Leary’s book is so great. Few things are as annoying as a word being misused by a person who thinks they have an elevated understanding of it.
Leary’s book empowers the reader and the worker by helping them recognize their enemy. It’s presented comically and in easy to digest pieces. Read it in one gulp, before you go to bed, or even on the toilet.
I’ve always wondered how deep the jargon pool gets, which is one reason I was interested in John Patrick Leary’s book Keywords: The New Language of Capitalism. I’m sure the pool is in the hundreds, but Leary curates 47 words, overused and stripped of their meaning, that have been appropriated in the capitalist setting. Organized in alphabetical fashion, Leary breaks down the words, the context that they’re used in, their origins, what their true meanings are, and how they’ve been appropriated. Of course it’s all flexing their muscle. Bosses want words to have a certain effect and Leary is quite good at discussing them in a comical fashion, injecting humor in his analyses, and making what would normally be a demoralizing venture, actually entertaining. There are some all-time favorites here, like Brand, Coach, Innovation, Passion, and Synergy, and some I’ve never encountered before (thank God), like Curator, Ecosystem, Nimble, and Wellness. I can think of several bosses I’ve had in the past who would love adding these words in their vocabulary, which is why Leary’s book is so great. Few things are as annoying as a word being misused by a person who thinks they have an elevated understanding of it.
Leary’s book empowers the reader and the worker by helping them recognize their enemy. It’s presented comically and in easy to digest pieces. Read it in one gulp, before you go to bed, or even on the toilet.
December 26, 2021
A dictionary for late-capitalist lexicon. Keywords pinpoints where and how our words have been captured, co-opted, and so frequently reversed to serve the interest of owners—or more frequently, capital itself.
Leary spans the entire alphabet, honing in on words (Innovation, Solutions, Flexibility) that have infiltrated our daily lives with a critical eye and diligent research. More importantly, he details the various avenues in which this new language seeks to mitigate our thoughts and actions. Our consciousness, as ever, is bounded by what words are available.
To make or remake the world requires a conscientious vocabulary. We must remain vigilant of the shapers of language and their opaque (or thinly veiled) motivations.
Leary spans the entire alphabet, honing in on words (Innovation, Solutions, Flexibility) that have infiltrated our daily lives with a critical eye and diligent research. More importantly, he details the various avenues in which this new language seeks to mitigate our thoughts and actions. Our consciousness, as ever, is bounded by what words are available.
To make or remake the world requires a conscientious vocabulary. We must remain vigilant of the shapers of language and their opaque (or thinly veiled) motivations.
November 18, 2019
Well described and researched exploration of the transformation occuring in language. A number of LOL moments where his editorial judgement cannot resist a dig. Worth revisting.
Engagement-“In one populist breath, we routinely condemn the corruption of politicians who, it is said, never listen to the average voter. And in the next, we harangue the average voter for failing to participate in a process we routinely describe as corrupted. Perhaps, rather than criticizing the public’s “disengagement” as the absence of engagement, we should focus instead on the institutions that give us so many reasons to disengage in the first place.”
Engagement-“In one populist breath, we routinely condemn the corruption of politicians who, it is said, never listen to the average voter. And in the next, we harangue the average voter for failing to participate in a process we routinely describe as corrupted. Perhaps, rather than criticizing the public’s “disengagement” as the absence of engagement, we should focus instead on the institutions that give us so many reasons to disengage in the first place.”
January 19, 2023
Your reaction to the description "A glossary of business buzzwords written from a frankly Marxist perspective" probably tells you everything you need to know about whether you want to read this book.
Because of its glossary format, it took me a long time to read this - it's probably best experienced an entry or two at a time. It is a really interesting analysis of the ways that corporations and industries use language to frame the discussion of working conditions, how markets operate, and how employers and employees ought to behave. If you work for a large corporation, you'll definitely find food for thought here, regardless of how closely you align with the writer's politics.
Because of its glossary format, it took me a long time to read this - it's probably best experienced an entry or two at a time. It is a really interesting analysis of the ways that corporations and industries use language to frame the discussion of working conditions, how markets operate, and how employers and employees ought to behave. If you work for a large corporation, you'll definitely find food for thought here, regardless of how closely you align with the writer's politics.
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August 16, 2025A kind of dictionary that asks -- what if we take some of the buzzwords we use these days (leadership, grit, flexility etc.) and think about them critically through an anti-capitalist framework?
I think this book works. It's often funny, but more importantly it helps me see past a little bit of bullshit. I especially liked how it showed that people use these words to hide injustice.
From the section on leadership...
"leadership means very little, but it offers quite a lot. What it offers is a sense of control and a sense of justice. To underpaid subordinates lost in bureaucracies, the populist model of leadership offers a sense of agency, the possibility of advancement and appreciation."
I think this book works. It's often funny, but more importantly it helps me see past a little bit of bullshit. I especially liked how it showed that people use these words to hide injustice.
From the section on leadership...
"leadership means very little, but it offers quite a lot. What it offers is a sense of control and a sense of justice. To underpaid subordinates lost in bureaucracies, the populist model of leadership offers a sense of agency, the possibility of advancement and appreciation."
January 24, 2021
As I read this book, I became hyperaware of the extent to which corporate jargon has infiltrated daily life, even away from work. My inbox is flooded with emails about design thinking workshops, and my free time is spent consuming content in its various forms. Keywords: The New Language of Capitalism does an excellent job of removing the veil from these terms, investigating their origins, and exposing some of their more insidious implications.
I'll admit that the format makes it a bit of a slog to read cover to cover, but I see it being a useful reference in the future.
I'll admit that the format makes it a bit of a slog to read cover to cover, but I see it being a useful reference in the future.
August 8, 2019
A shallow mind, proud of itself, does some virtue signaling: see how good I am at noticing the meaning of euphemisms? So far, nothing special. The problem is this gift from the higher gods of the English major somehow is a sign to make Leary some sort of Old Testament prophet. Now repent sinful Humanity!
August 11, 2019
As someone who enjoys language, words for words' sake, I thought yes I want to understand the history behind the use of words like solution, innovation, and hack, and Leary provides some funny revelations in unexpected word and phrase origins, and for anyone who writes marketing copy, you'll probably end up with some other options after you begin typing about having a "conversation" online.
May 31, 2023
Essential. I don’t have much to say outside of this book is a much needed distillation of what we live in. You quickly realize that every inch of America is effected by capitalism and it’s thinking and it’s very disheartening. None of us are immune and all of us are crippled to a degree. This book feels like a first step in finding some sense.
March 16, 2021
Wasn't really all that helpful and informative. Bordered on culture war, but from a Leftist position.
There are better introductions to the contradictions of Capital and to the basics of Leftist alternatives. (Harvey)
There are better introductions to the contradictions of Capital and to the basics of Leftist alternatives. (Harvey)
March 19, 2022
Some parts are written through a lens that might not be my cup of tea, but it’s remarkable, like the author said, how many of these terms and understandings are standard NGO languages now. Each chapter can also be read separately too depending on interests.
June 12, 2022
Useful, incisive, and pretty funny at points. I struggled to get through sections of this book, despite having a unique interest due to my interests adjacent to the literature of leadership. This is a book I want to hand to co-workers or bring up in meetings.
January 13, 2019
Too academic for me.
January 2, 2020
A really forensic and depressing examination of the vocabulary of modern capitalism.
June 22, 2020
Delightfully infuriating. Really helped explain exactly why all the overused business words I'm sick of hearing at work are so terrible.
July 5, 2020
Es un libro particular. Sin hilo conductor, más un glosario de términos conectados sobre los que no me queda claridad de que efectivamente sean lo que se clama.
August 29, 2020
An essential reference for understanding the vocabulary of contemporary capitalism and the ways this language inures us to our conditions.
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March 16, 2021This shouldve been a lot more entertaining but I never even made it to the Cs
October 21, 2023
Great insight
Into the terminology of capitalism and the meanings behind them both historically and in a modern context. Will read their other entries.
Into the terminology of capitalism and the meanings behind them both historically and in a modern context. Will read their other entries.
January 3, 2019
Wig. I would have appreciated a little synthesizing essay but it isn’t totally necessary since so many of the terms and concepts overlap throughout the book. My favorite is the entry on entrepreneurship which I wish I could mail to every tech bro on the planet. The line that’s sticking with me the most is something about shifting away from Public Good to Taxpayer Accountability — privatization and individualism and capitalism and the eroding of institutions! Also words mean nothing and I’m so glad that someone else feels the same way! Anyway feeling a little despair but also this is so good and everyone should read it.
September 8, 2020
I love the idea of surveying all the oily euphemisms and buzzwords of the post-industrial state. It's illuminating to learn, for example, that "innovation" used to have a pejorative and religious sense. But in the common language of the MBA program and the Pete Buttegieg, it's all hollow. I was however surprised not to find "challenges" in this otherwise trenchant, elegantly written account of contemporary rhetoric.
I'd also recommend his Tweets on subjects such as the deployment of "radical" before any noun as practiced by academics and social media activists ("radical" empathy I esp. had in mind!).
I'd also recommend his Tweets on subjects such as the deployment of "radical" before any noun as practiced by academics and social media activists ("radical" empathy I esp. had in mind!).
Displaying 1 - 28 of 28 reviews