Business Buzzwords: Rightsizing, Downsizing, Re-Engineering, De-Layering

The paper attempts to analyse the rise and use of a new vocabulary (economic buzzwords) related to staff dismissal in the new economy of the world. In this new economy, the organizational boundaries between states and firms become unclear and a new vocabulary has been conceived in order to express the changes the firms are undergoing. The new rhetoric includes buzzwords like privatization, de-regulation, re-engineering, rightsizing, downsizing, de-layering, quality service or global sourcing. The research is based on the conclusions of bibliographical and direct research of the literature relevant in the field, trying to emphasise the importance of strategic language when it comes to human resources management. Concepts like freedom of speech, politically correct language or non-discriminatory language are brought to attention and analysed focusing on their importance during periods of change and uncertainty characterising the economic environment nowadays. Two trends are depicted in the paper: the first is that of the supporters of political correctness who attempt to homogenize the language and thought to enhance the self-esteem of minorities. One approach to reaching this goal is to eliminate discriminatory or offensive words and phrases and the substitutions of harmless vocabulary at the expense of economy, clarity, and logic. Another approach is to deconstruct a word or phrase into its component parts, treat the component parts as wholes, and focus on secondary meanings of the component parts. On the other hand, reflecting upon the nature of large-scale organizational restructuring, there are the critics arguing that this type of language is a euphemistic form of phraseology. The analysis starts with the assumption that the economic lexis is not a rigid system of terms. Morphologically, there is a high degree of variety in productive types of compounding which exceeds the possibilities that exist in the common English vocabulary. In this view, four buzzwords (rightsizing, downsizing, re-engineering, de-layering) have been chosen as representative for this process and, also, due to the difficulty of translating them into Romanian. Also, the etymology of these buzzwords is analysed and by this the paper attempts to find why managers have adopted these as their favourite terms when discussing large-scale organizational restructuring.