Because Kyrgyzstan -Postcard from Bishkek

Because Kyrgyzstan

January 19th, 2014 Sections: Marketing, Tourism

It may not be the best reason in the world .. but it can be hard to argue with

As I mentioned in a previous postcard the Oxford English Dictionary declared selfie as the Word of the Year for 2013, citing its rapid increase in usage as the reason for their choice. Well, the selection of the guardians of the English language has a competitor … in the choice of the American Dialect Society: because.

Now, Selfie isn’t exactly a new word … apparently it was first coined by an Australian writing on Social Media back in 2002 when describing how he took a photograph of himself when he was a little bit the worse on account of the drink he had consumed … and it seemed to describe the incident well, catching the moment, as they say, and it caught on. The reason it was given the honour of being named the Word of the Year was that there an explosion in the amount and way that it was used … gaining common acceptance.

Because isn’t a new word either, having been around since … well, forever or so it seems. According to one dictionary it can be traced back to the Middle English construction bi cause which literally means “by cause” and is used to lead into the reason for something … Like “selfie” it explicitly describes its meaning. The reason it was selected as the Word of the Year by the Americans was the way that it was being used in a new and innovative ways changing its role in the language from being a mere subordinating conjunction. (yes … well …).

Tersely worded rationales like “because science”, “because fun” or “because tired” have become not merely accepted … but they can convey so much more. It can be used ironically – or simply to cut off further discussion … “because science – there … that’s it … there’s nothing more to be said … end of conversation” with an implication of “you must be stupid not to get it”.

To be honest, the story took me by surprise as this new meme has passed me by out here in Kyrgyzstan. Like “Sit on it” or “Well wicked” back in the eighties … you have to be in situ to get the full feel of the social phenomenon. On the other hand, it was well explained and it did fit in with something I have mentioned before …

I once overheard a conversation between mother and child – I was tempted to say on the Clapham Omnibus, but I think the reference might be a bit obscure … and there’s already been enough of that in this particular postcard. Anyway, the conversation went something like this:

Don’t do that
Why not?
Because people won’t like you if you do
Why not?
Because it’s not nice?
Why not?
Because people don’t like that sort of thing
Why not?

and so it went on until

Why not?
Because I said so!
Why?
BECAUSE !!!

Here there ‘s a similar phrase – Potomu shto! – used in a very similar way: ”there … that’s it … there’s nothing more to be said … end of conversation“ with an implication of “you must be stupid not to get it“.

All of this got me thinking … that could be a great slogan Because Kyrgyzstan … for example placed over a photograph of the mountains, a yurt, a snow leopard, skiers, sunbathers on a beach … hey … “Because Kyrgyztan” – ”there … that’s it … there’s nothing more to be said … end of conversation“.

Actually, the more I though about it, I decided that preferred a slightly different approach: Why Kyrgyzstan … Because …

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