Dot Wordsworth

How to decode adspeak

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issue 15 June 2024

The National Galleries of Scotland is singular. In its public pronouncements its pronouns are it and its. Fair enough. Though it appears plural, I shall not misuse its chosen pronouns. Visitors must also learn a new language to visit its three galleries, for they are not now called galleries. They are called National, Portrait and Modern (comprising Modern One and Modern Two). The new names, adopted last year, are ‘snappier and more memorable for visitors than the previous longer names’ such as the Scottish National Gallery. So you should say: ‘I’m just off to see Women in Revolt! at Modern Two.’

The National Galleries of Scotland has been looking for a Director of Collection and Research. The advertisement may be written in best-practice language. It is not how my husband and I speak. What is the job? ‘The post-holder is responsible for leading our dynamic public offer across our sites.’ That makes it sound like a shepherd leading the dynamically gambolling offer over The Mound in Edinburgh and beside the restful Water of Leith to Belford Road.

‘The role will play a key part in driving the profile of the organisation’s curatorial and research activity with a particular focus on equality, diversity and inclusion.’ You bet. But note that it is not the Director who does this, but the role, and even the role doesn’t do more than driving a profile while wearing the kind of spectacles that provide the right focus. In addition, ‘the role owns the delivery of the strategic leadership’. But make no mistake: ‘We’re embedding Equality, Diversity & Inclusion (EDI) in the way we work.’

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