The Long Word on the Label is Not Your Friend
“
“Is it ethyl-hexyl-glycerin or just ethyl-hexyl?”
“It doesn’t matter, Riley. Just buy the one with the blue stripe.”
“The blue stripe is for sensitive skin, but the ingredients look like a chemistry final.”
“The experts wrote those words. They know what they are doing.”
Riley stood in the chemist queue and held the plastic bottle. He tried to sound out an ingredient for the third time. He reached the middle of the word and stopped. The syllables did not fit together in his mouth. He gave up and put the bottle in his basket. He decided the product must be safe because the font was so small and confident.
The words on the back of the bottle were very long. They stretched across the plastic curve in a tiny, cramped font. These syllables do not belong to the language people speak at breakfast. They belong to the language of a laboratory. Most people see these words and experience a moment of quiet surrender. They assume that complexity equals safety. They assume that if a word has fourteen letters, a person with a degree must have vetted it.
01
The Language of Distance
This is a specific type of social contract. The consumer provides the money. The manufacturer provides the mystery. The manufacturer uses language to
