Making sense of “buzzword” as a term through co-occurrences analysis

The study argues that while the existing research on buzzwords mainly involves the functional and pragmatic analysis of their individual specimen, such as “engagement”, “synergy” or “development”, an alternative approach can be implemented to look into the nature and immediate implications behind the term in question. The suggested approach involves investigating the occurrences of the term proper as opposed to analysing individual buzzwords. The authors hypothise and demonstrate that linguistic context of the term “buzzword”, i.e. the peculiarities of its occurrence alongside different language units and patterns, may provide credible inferences concerning the key properties attached to the term and afford some illuminating perspective on the prevailing attitudes towards it. The study uses titles of research and newspaper articles retrieved from Google Scholar as material for the research due to better representation of the term in titles as opposed to full texts, as well as titles' higher informativity and better descriptive saturation. Apart from the prevailing focus on the immediate linguistic context surrounding the term, the inferences made in this study also stem from the frequency data showing how often a certain feature of buzzwords is being mentioned in the titles. The study showed that while the greatest emphasis is being placed on the field of use and temporal lifecycle of buzzwords, the attitudes towards them can be best of all described by examining the place of the term in oppositions. As illustrated in the paper, these oppositions reflect the idea of the term's inferior status by opposing it to more favourable concepts. © 2021