
A few years ago, I was writing a newspaper story about obnoxious catchphrases, most of which seem to be concocted like some venomous brew by the corporate world. I mentioned the then-ubiquitous "going forward," as in "Going forward, we'll be drilling down to our core mission and using best practices."
The article inspired a letter from a pleasantly surly gentleman who said -- and I couldn't believe this -- "...and why have so many people abandoned a perfectly good word like 'forward' and started saying 'foeward' instead?"
I was practically delirious. Until that moment, I thought I was the only one who had noticed this. What WAS it, I wondered -- and now I had company -- that had so many Midwestern people, particularly those appearing as guests on the radio, giving this strange New Yawk pronunciation to the word "forward"?
My theory is that some smart East Coast people with broadcast platforms grew up mispronouncing the word "forward" (it has TWO 'Rs' -- really!); started saying "going foeward" a lot on TV and radio; and it spread like the swine flu of language viruses. Otherwise sensible people living here in flyover country caught on and thought they might sound smarter if they dropped that nasty first R.
By now, you might be thinking, "Who peed in her eggnog? What is wrong with this woman?"
To which I reply: Go ahead, listen. Listen, say, to NPR on and off for a day. Perk up your ears the next time you're stuck at some kind of corporate luncheon, and someone decides to talk about the future -- that is, "going forward." They won't say "forward." I promise you, they will say "foeward." I was reminded of this just two days ago, when I heard the head of a Cleveland cultural institution on the local NPR affiliate talking about going foeward. It seemed to me that she was trying harder than she needed to to sound really smart. I immediately knew she wakes up at 3 every morning with an attack of impostor syndrome and has to pop an Ambien, which she regrets at her 9 o'clock meeting.
(Aside: I have seen this same woman go bare-legged in backless shoes when the temperature read 10 degrees; she has very nice legs, though.)
A fairy unicyclist would find such all such affectations absurd.
Coming up: The fairies consider "at the end of the day," how to screw up a phrase like "sort of," and perhaps, as a gift to my daughter, the purposeful mispronunciation of "often."






