Last night, I was laying in bed, idly thinking about a project for my family’s printing business. The problem is as follows:

In order for us to replicate an image on some other medium, we need a copy of the original image. Inevitably, our less technologically saavy customers will send us tiny, highly compressed files, later asking for a large print with that same image. This is equivalent to hiring a mural painter to do your living room wall, and handing them a postage stamp to work from. File compression is a big problem in the printing business, and something that few non-graphics people really understand.

At this point, I sat up in bed and was struck that this presents a beautiful metaphor for language, on several different levels. The following is an exploration of this metaphor. For the purposes of this article, I snapped a picture of a few, not-so-randomly selected good books, and I’ll be using the same picture throughout the article. The books, in case you’re wondering, are Language, Thought and Reality by Benjamin Whorf, The Brothers Karamazov by Fyodor Dostoevsky, and Far from the Madding Gerund, the Language Log book.

The Original Image

So let’s start from a flawless original. In order to show you the original, I’ve uploaded it as a TIFF file. Now, the beauty of the TIFF file format is that absolutely nothing is lost when you save the picture. Every bit of detail that was there in the camera is there in the TIFF, earning TIFF the designation of being a “lossless” format. However, this is not without a price. Let’s view the file now:

See the image here… (1.8mb file, it may take a while to load, or might not load at all)

Because this is a lossless file, it is a very large and cumbersome. For this small picture, the TIFF file was a little more than 1.8 Megabytes. This is why it probably took some time to load for you. In addition, they’re difficult for some software to open. Firefox has to use Apple’s Quicktime to open them, and it can take a while even for a powerful program like Adobe’s Photoshop to open them. So, there’s a compromise here. You can get a high fidelity, lossless file, but it takes a long time to transmit, load, and open it.

Quality over Cost

The next option (that I’m going to explore) is the JPEG file format. JPEG is a “lossy” format, meaning that, in order to save space and time when opening it, it throws out some of the data and detail. Ideally, it’s only throwing out details that are unnecessary or invisible to the human eye, but often, some loss becomes quickly apparent. Below is the highest quality JPEG that Photoshop can make:

This file (compressed at Maximum quality) is pretty detailed still, and little is visibly lost. However, the filesize has gone down from 1.8MB to 188kb. This is a very good compromise, because you can still get the detail across, but you don’t have to take up as much time and space to work with the file. Now, let’s check out the same file, compressed at 50% quality:

Here, you start to see some “artifacts”, or little jagged patches in the solid colors (look around the text on “language, thought and reality”). However, from this loss of quality, we are able to shrink the file down to 40kb. Finally, just for grins, let’s look at 0% quality JPEG (the most compression with the least quality):

We’ve now hit a very, very noticeable loss in quality, although the file is only 16kb in this state.

Here too, we see evidence of the compromise between size and detail.

What does this have to do with language?

Compare the following four example interactions:

1. Kim: "Where's Mom?"
Pat: "Although I'm not entirely sure, as I've been out of contact with her, I have no means of locating her exactly (via GPS or otherwise), and she has been known to make stops unannounced, she had earlier expressed an intent and desire to go to the John's Hair Salon, on 28th Street. Considering that she left around 10am, it is now 10:15am, and her salon sessions usually last approximately one hour, there is a good chance that she is still currently at the Salon."

2. Kim: "Where's Mom?"
Pat: "She said she was going to John's Hair Salon when she left 15 minutes ago."

3. Kim: "Where's Mom?"
Pat: "At the salon."

4. Kim: "Where's Mom?"
Pat: "Out."

Here, we have a very similar situation to the one above. There is a block of information that needs to be expressed, and many options as to how to best express it to maximize detail and efficiency.

Answer one is the Maximum Quality JPEG file of verbal expression. It gives every bit of necessary detail (and more) at the expense of time and energy. However, Pat’s response violates both Grice’s Maxims of Quantity and Manner, giving FAR more information than required or desired, slowing down interaction and cluttering Kim’s mind with more detail than needed. If everybody talked like this, nothing would ever get done quickly.

Answers two and three are both slowly sacrificing detail in favor of brevity. Both are significantly faster than answer one, but have enough detail to be meaningful and answer the question. Depending on the situation, either could be an acceptable answer to Kim’s question.

Answer four is the 0% JPEG of the conversational world. Although it provides some information, it’s not really enough for most purposes, and violates Grice’s Maxims of Quantity and Manner, this time at the other extreme. This answer would likely only frustrate Kim, and would make Pat sound like a Smart-Aleck.

So, in language too, we have to make this compromise. Is detail more important than brevity? What detail should we include? All of these interactions were lossy, and although the degree of loss wasn’t problematic until example four, it’s still vital to keep this in mind when examining language.

So where’s the TIFF?

The biggest difficulty with this metaphor is trying to find out what the TIFF file of Pat’s response is, and does such a thing exist? Although answer one was long and drawn out, there is still some missing detail there that Pat might have known. He didn’t include any clarification of how long it takes to get to the Salon, nor information on other stops that Mom might’ve been planning. No information was given about Mom herself, her manner of getting to the salon, or what else was said before she left. Although you could argue that some of that information might’ve been shared knowledge or knowledge easily assumed by Kim, the fact remains that there is always more that one could say about a subject.

Is our thought the TIFF file of conversation, the singular idea which contains all the detail which we discard when formulating speech? If that’s the case, would it be possible to find or create a “lossless” language? Perhaps this idea of lossless language is what I’m referring to with “High Precision language”.

Maybe it’s even one step further. Maybe the entire sum of our experiences and knowledge formulate one massive TIFF file, and all we do in conversation is crop and JPEG it as is fitting for the context. I kinda hope not, though. A file that big would take forever to open in Photoshop.

Sometimes it seems that in mainstream American culture, words have lost some of the power attributed to them by many in the past and in other parts of the world. One of the best examples of this power is in the use of one’s name.

Many cultures and subcultures believe that knowing a person’s name gives you some degree of power over them. In Paganism and Wicca, practitioners will frequently select (or be given) a secret (or “Magikal”) name in addition to their public name. According to conventional belief, this name should never be told to anybody, and reserved only for ritual work, the idea being that this name is the one you use when communicating with the gods. This all stems from the belief that “anything we know the secret name of, we can destroy” (Source…). This idea is not unusual in the world, but still seems quite foriegn to many Westerners.

In American culture, your (only) name is public domain, expected to be used anywhere and everywhere when people need to make reference to you. We give out our name when meeting complete strangers, write it on the various cards and documents we carry at all times, wear little tags on our shirts which proudly display it, and even post it online or in a phonebook, available for anybody who might stumble across it. Our names are common knowledge.

However, I think that the attitude that knowing a name gives you power is still present, to some extent, in Western thought. We really like to know the name for everything and everybody around us, and when we can’t figure it out, we begin to feel uneasy. Imagine meeting a person at a party and introducing yourself, only for them to respond that they won’t tell your their name. If no reason were given, you’d likely feel curious at first, maybe trying to get it out of them later in the conversation. If that didn’t work, you might ask somebody else. Finally, you might be a little bit scared and distance yourself from the nameless person.

People without names are both feared and esteemed in our culture, with examples from entertainment like “V” from “V for Vendetta” or Batman, both of whom use their secrecy and namelessness as a weapon. To this day, anonymity is viewed as dangerous. Just imagine refusing to tell the police officer your name next time you get pulled over. No matter what you did, it’s doubtful that they’d let you go until they found it out, either through your surrender, or their fingerprint database.

Now, more than ever, having somebody’s name gives you power over them. Armed with just a name, you could find all sorts of information scattered over both the internet and the printed world, and with the advent of sites like Facebook and MySpace, you can even find out who matters most to them. Knowledge is power, and a name leads to knowledge about a person.

So, according to some, every nametag, business card, facebook profile, or phonebook entry you bring into existence comes with the ability to control you. However, there are still some people left who are worried about the secrecy of their name. Need proof? Just ask the next telemarketer who calls you for their first and last name. Their silence will speak volumes.

Call me paranoid, but the biggest source of worry for me involving language and thought (Linguistic Relativity) research is that the research and the ideas it creates will fall into the wrong hands. Given, it’s nowhere near as dangerous as the atomic bomb or gunpowder, but it still has some potential for abuse, on a number of fronts.

Perhaps the most likely form of abuse would come from the corporate world. Marketing and advertising are a multi-billion dollar industry in the United States alone, and with a highly competitive market for many common goods, every company would like an “edge” that would bring the hearts and minds of the people over to their brand.

With enough money, any company can flood the airwaves, streets and billboards with their name and message. If Megacorp A wants you to buy from them, they can advertise as loudly, cleverly, or frequently as they like, but there’s still nothing keeping Megacorp B’s Ads from being just as loud, clever or frequent. New marketing techniques (such as Viral Marketing and new advertising media (internet ads, product placement, adware) can briefly give one company the edge, but the public will quickly move on and the technique may fade away. Right now, ads are only as effective as their exposure and presentation.

There have been efforts to gain the upper hand through other, less obvious (and more devious) means. One such effort is that of Subliminal Advertising. Designed to pass a message by our normal, everyday perception and straight into the mind, Subliminal messages are frequently used in Propaganda, but can occasionally be found in advertising. Take this example:

During the 2000 U.S. presidential campaign, a television ad campaigning for Republican candidate George W. Bush showed words (and parts thereof) scaling from the foreground to the background on a television screen. When the word BUREAUCRATS flashed on the screen, one frame showed only the last part, RATS. Democrats promptly asked the FCC to look into the matter, but no penalties were ever assessed in the case. The effect this had on the overall presidential race was unclear.

(From the Wikipedia site on Subliminal Messages)

Subliminal messages are discouraged in advertising, and the FCC and National Association of Broadcasting have both banned the use of Subliminal messages in programming or advertising (More information…), even without conclusive evidence of their effectiveness. Subliminal messages are relatively easy to find and demonstrate, and they are rare enough that having one found and exposed can be a public relations disaster for advertisers.

So what does language and thought have to do with it?

If language used does in fact affect our thoughts (both consciously and unconsciously), then a whole new avenue of research is open to exploitation by those few whose greed may outweigh their ethical standards.

Already, there have been innocuous forays into subtly structuring language to slip a message, feeling or idea by the listener. There are firms who exist solely to advise marketers about potential product names based on their “sound symbolism”. According to these people, certain language sounds denote slowness, daring, or pleasant feelings. Thus, through some strange combination of aesthetics and subliminal suggestion, they claim to be able to design a product name which helps to place your product above the competition’s in the mind of the customer.

As research into the interaction of language and thought continues, more and more techniques will arise to help get Megacorp A’s message into your head more quickly, efficiently, and powerfully than Megacorp B’s. Now more than ever, linguists and psychologists are being snatched up into the corporate world with the goal of learning how to better influence people. Ph.D’s are pitted against preteens in a battle for their purchasing power, and with the advancement of research, there are more and more tantalizing techniques for them to try each day.

Just like fire, gunpowder or dynamite, psychological and linguistic research in this field can be used both for and against the good of the everyday person. I do believe that the increased understanding that can be found through this research will be of benefit to psychology, linguistics, and our understanding of the human mind. However, we must always be on the lookout for the few bad eggs who might want to use these ideas for less-than-ethical purposes.

If all words hypnotize, then it’s vital to not only recognize who your hypnotists are, but also how they do what they do.