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Sturrs. Day, December 7th, 2017 from Slate. It's the gist I'm Mike Pesca. Walmart stores are no more.

Oh, they're still there. They're just not calling themselves Walmart stores. And by the way, there was a hyphen between the wall and the mart.

Now they're just Walmart ink changes everything, doesn't it? The chief executive Doug McMillan said,

we felt it best to have a name that was consistent with the idea that you could shop us however you like as a customer.

So if we say stores, the millennials don't know what that is. This is also running counter to a trend of hyphenization, which has taken off recently.

Walmart dropped the hyphenization. Now why this struck me as interesting is that there are a couple of trends that have diverged in naming in our society.

When it comes to businesses, usually they go from the long name to the short name. The Facebook becomes just Facebook.

Jerry's guide to the worldwide web that became Yahoo and even non tech companies can tuck you fried chicken now just KFC.

I think they want to be simpler. I think they want to be more direct. But when it comes to social causes, either groups or descriptions,

it is always a question of expansion. So George Carlin had this great routine about how in World War One, you were shell shocked in World War Two, you experienced battle fatigue, but after the Vietnam War, it was post traumatic stress disorder, always adding syllables.

When we see this with names of groups, we see this with the descriptions of groups, queer or gay, that stands in for something. But of course now it is LGBTQIA. You have to name which name of feminism you are black became African American became people of color.

I look I say people can call themselves what they want, but just think about what the name is doing. You might be more directly and aptly describing your social cause, but sometimes it comes at a price. It can be confusing to an outsider. Someone in the cause might say, we're damn sick and tired of catering to outsiders.

I'm not sure if you're not sure, but there is a communication aspect as well. Let us take racism or bigotry used to be pretty simple. Then I got changed to white supremacy. If you know what white supremacy is, if you're read in on the scholarly discourse about white supremacy and critical race theory, this means something to you.

The vast majority of Americans, what a white supremacist is, is a direct synonym for a clansman, which by the way is a fewer syllable term also. So it used to be your anazi or in the KKK, then it became your white supremacist. At the same time the title white supremacy got applied to the entire structure of society, what I might call systemic discrimination.

I have actual confusion. People who chaff it being called white supremacist or believing in white supremacy, not because they're trying to deny an obvious truth, but they grew up only knowing white supremacy as a clansman. I'm not a clansman, therefore I don't subscribe to it.

What I really think is going on is who the constituency is, why the name is changed to satisfy a constituency. When it comes to social groups, when it comes to social causes, the constituency are what you might call the stakeholders within that movement.

But for companies, the constituency are people outside that movement, potential customers. And that alone is I think at times the difference between clarity and confusion.

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