by Tasneem Zehra Husain
Maluma and Takete
No offense to Shakespeare, but I've never quite bought into the philosophy that names are immaterial. Calling a rose by another name might not affect its smell, but it could well impact our association with the flower.
To me, the act of naming borders on the sacred. Names, I feel, shouldn't be easily replaceable; they are not placeholders or dummy variables, but titles, clues to the true nature of something, and as such, they should contain the essence of whatever it is they label.
I know this may sound naive; and I admit it smacks of fairy tales and myths: fantasy worlds where knowing someone's true name (Rumplestiltskin, for instance) grants you power over them, but there is a fair bit of evidence that even here in the ‘real world', a name – both the visual arrangement of letters, as well as their sound – impacts our perception of the named.
The most quoted example is that of German psychologist Wolfgang Kohler's famous study, in which he made up two nonsense words, maluma and takete and drew two shapes to accompany them – one sharp and angular, the other a rounded squiggle. When asked to pair the object with the name, the vast majority of respondents labelled the rounded object maluma and the angular one takete.
Adam Alter describes this and several other studies in his
New Yorker piece before concluding that "as soon as you label a concept, you change how people perceive it."
If I was to argue this point, I thought, I could probably say all I had to on the subject just using the Higgs Boson as a case study. In my opinion, most of the misconceptions about this celebrity particle came about due to wrong names.
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