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Contextomy describe the way that religious football finals, the instrument is at one time or another – yet each
In 2006, billboards outside the Jewish texts were manipulated by guaranteed to be heard across of these terms would
London Palladium proclaimed the Nazis in the 1930s in order to the globe. immediately stigmatize the
that the show Sinatra had fuel anti-Semitic propaganda. The origin of the word vuvuzela speaker as being distinctly
‘energy, razzmatazz and Today, contextomy is employed is not entirely certain. One unfashionable if it were used
technical wizardry’, an for far less sinister motives, but theory is that it is onomatopoeic today.
endorsement that was taken has been in the news recently of the ‘vu-vu’ sound the horn For those who are in the know,
from a review of the show. because the practice has been makes; another favoured idea is the current term to use is on-
Nothing unusual there, extracts outlawed by the EU. New that it derives from the Zulu trend. This term has been used in
from reviews – known as ‘pull legislation ‘The Unfair word for ‘making noise’. Some fashionable circles to describe
quotes’ – are frequently used to Commercial Practices Directive’ Source: Chambers Wordwatch see the vuvuzela as the modern items as diverse as Melba toast,
promote films, plays and books is targeted at companies that Column Editor: Lawrence Mamas descendant of the southern metallic waistbands, gold leather
and limited space necessitates ‘falsely claim accreditation’ by (Andrew Betsis ELT) lmamas@yahoo.com African kudu horn, a traditional bags and kimonos. If this comes
the selection of a phrase or even ‘not being true to the terms of instrument fashioned from the as news to you, consider yourself
a single word. However, seeing the original endorsement’. So hollowed-out horn of the kudu 'off-trend'.
The vuvuzela originates in South
this particular pull quote in its anyone promoting a book or a antelope. This latest jargon seems apposite
Africa, where it became
film with the word ‘tremendous!’,
original sentence reveals that the tremendously popular at football With the vuvuzela becoming a for a society where there is a
review was rather less when the original review actually symbol of football in South premium on conforming to the
matches in the 1990s. By 2001,
enthusiastic: ‘For all the energy, said ‘a tremendous bore...’, could Africa, we can expect the 2010 lead of a few influential opinion-
vuvuzelas were being produced
razzmatazz and technical potentially face a maximum World Cup to be a colourful – formers. But things can change
in bright colours to match the
wizardry, the audience had been penalty of a í5,000 fine or up to and noisy – affair. quickly, and to remain
strips of the teams in the South
short-changed’. two years in prison. fashionable you need to make a
African soccer leagues. By the
This practice of excising text 2008 African football On-trend conscious effort to monitor the
from a passage in a way that Vuvuzela tournament, the Cup of Nations, If you read a fashion magazine latest trends, much in the same
alters its original meaning is Coming soon to a football ground the instrument had been adopted fifty years ago, you might have way that contemporary
known as contextomy, a near you is the vuvuzela: a long by the fans of many countries learned what was 'hip'. A decade politicians have to keep abreast
combination of the word trumpet that makes a loud noise, and the raucous buzz of later, a similar publication would of the latest briefings to be sure
‘context’ with the combining if not a particularly dulcet one. thousands of vuvuzelas in unison give you the dope on what was of being 'on-message' at all
form ‘–tomy’, which means Originally made of tin, but now could be heard whenever an 'groovy' or 'gear'. Each times.
surgical incision. It is also known made of plastic, the vuvuzela attacking team reached the generation seems to find its own It all seems a far cry from the
as ‘quote doctoring’ or produces a distinctive, intense penalty box. And, now that South terminology to denote what is times when the hallmark of being
‘quotemanship’. Historian noise when blown, a sound which Africa has been announced as acceptable in terms of style: 'all fashionable and cool was the
Milton Mayer first coined the has been compared to that of an the host of the 2010 World Cup the go', 'with it', 'fly', 'sharp' and effortlessness with which the feat
term contextomy in the 1960s to elephant or, worse still, a foghorn. 'snazzy' have all enjoyed a vogue was accomplished.
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