Top 10 Words of 2010

It’s Thanksgiving week, which means we’re starting to see annual Top 10 lists. One of our favorites is LiveScience’s Top 10 Words. Coming in at number 10, “simplexity” centers on the notion that simple-seeming things can be complex, and vice versa. In our post “Distilling Simplicity,” from May 11th, we shared George Whitesides’ TED presentation which touches on this concept. Taking the top spot on LiveScience’s list is “spillcam,” one of the many words (“topkill,” “junkshot”…) born out of the BP oil leak and the news coverage that ensued. The oil spill inspired a few posts on LTT, including one that examined how brands can emerge stronger from crises if their marketing reflects the company’s core values, and another post that featured a note perfect satire from Upright Citizens Brigade.

Here’s LiveScience’s Top Ten Words of 2010:

10. Simplexity – The rapidly emerging theory centered on the relationship between complexity and simplicity. The simplexity discussion — part of which revolves around the notion that simple-seeming things can be complex, and vice versa — has gained popularity mostly among philosophers, mathematicians, the advertising and marketing industries, and design-oriented engineers.

9. Shellacking – After Republicans beat down the Democrats in the 2010 midterm elections and regained control of the House, President Obama described the turnover as a “shellacking,” a term that was repeated in nearly every newspaper, website, and television headline.

8. 3-D – After “Avatar” pulled in more than $2 billion, everyone wanted in on 3-D. 2010 was the year of the three-dimensional movie, with 24 3-D films, for which theaters charge more for admission, hitting box offices. In addition, many television and camera companies rolled out 3-D home theater gear.

7. Snowmageddon (and “Snowpocalypse”) – In February, storms along the East Coast of the U.S. and much of Northern Europe dropped record-breaking snowfalls, and were subsequently given awesome names.

6. Deficit – Another downer, this word made headlines as the United States and other economic powerhouses fell into financial decline and total government spending outpaced total government revenue.

5. Guido and Guidette – We owe these affectionate terms for young Italian Americans to the good folks on MTV’s “Jersey Shore” phenomenon. Stay classy.

4. Refudiate – Sarah Palin makes the list thanks to her July 18 tweet: “Ground Zero Mosque supporters: doesn’t it stab you in the heart, as it does ours throughout the heartland? Peaceful Muslims, please refudiate”. “Refute” and “repudiate” are real words; “refudiate” is not.

3. The Narrative – This term has been catching on in politics as a way to describe how a political platform is packaged for mass consumption. When media members discuss a party’s political platform, they almost always refer to it as that party’s narrative.

2. Vuvuzela – The beehive buzzing that permeated every World Cup game held in South Africa was created by thousands of inexpensive plastic horns, called vuvuzelas. Although some people fell in love with the racket, others developed software to mute it from broadcasts.

1. Spillcam – If you saw news coverage of BP’s oil leak, there’s a good chance that you saw underwater footage of oil gushing from Deepwater Horizon’s riser. The depressing live video from the Gulf of Mexico was captured by BP’s Spillcam. (BP actually operated multiple spillcams, in case one failed. If only the drilling rig featured such redundancy…)

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