Revisiting loyalty
Tryingto
SeveralyearsagoIsatinfront TheCollinsEnglish Muchconfusion
ofthethenmanagingdirector Dictionarydefinesitas‘thestate Thismight,ofcourse,gosome
imposeloyalty
ofoneofSouthAfrica’slargest orqualityofbeingloyal’.That’sa waytowardsexplainingwhy
supermarketchains. greathelp!That’swhatExcel thereismuchconfusionaround
isliketrying
Ihadhardlyhitmystride callsa‘circularreference’which, thewordinthemarketingcontext.
toimposelove.
whenheinterruptedwith:“Ifyou looselytranslated,meansyou Loyaltytoafriend,amember
aregoingtotalkaboutloyalty, aregoingnowhere. ofyourfamilyoryourcountry
****offandbuyadog!” Andyet,inafunnysortof –thatwecanunderstandandall
OverthelastfewweeksI way,thatdoesthrowsomelight thatitmightentail.Butveryfew
havebeenforcedby onthesubject. ofthemanifestationsofloyalty
circumstancestotakeafresh Itfirstofallshowsjusthow ...willingnesstogivesomething
lookattheL-word. difficultaworditistodefine, up,evenwillingnesstosacrifice
Beingachapwhoisrarelyat exceptinthissomewhat yourlifeforyourcountryinthe
alossfortheoddbonmot,I circuitousmanner.It’sanalogous caseofwar...hardlyseem
don’toftenlookinthedictionary tosayingthat‘redisthequality relevantwhenitcomestothe
fordefinitionsofwords.AsIsat orstateofbeingred’. relationshipbetweenyouand
downtopenthisarticle, Philologicallyspeaking,that yourcornersupermarket.Maybe
however,Ithoughtitmightbe mightbefine,butittellsyou that’spartoftheproblem.
usefultolookuptheword sweetbooger-allifyoudon’t Thewordmightjustbetoo
‘loyalty’. happentoknowwhatredis. damnbig.
24 May2009
www.dmi-news.com
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