Cliche of the Week 45 – New Normal

May 16, 2011 at 10:54 am 6 comments

The “new normal”, an emerging reality where the abnormal becomes the commonplace, is a label trying to make sense of rapid change.

It is a world where economic recovery can happen without new jobs, and terrorism is expected close to home rather than being something distant.

In 2002, “new normal” appeared in the global mainstream media 50 times a month. This year, in contrast, the phrase is a 700 times a month habit.

“The point is that 10 years after 9/11, the threat of terror appears to be part of the nation’s new normal. It is something the US lives with.” (Christian Science Monitor, May 7)

“The longer this persists, the more we risk a ‘new normal’ of structural unemployment, which is a fancy term for elevated human suffering and snowballing economic waste.” (Washington Post, May 8 )

“Spending is weak and sentiment remains cautious but he feels consumers have adjusted to a fairly tough new normal.” (The Irish Examiner, May 9)

“We are in denial about our weight because being fat has become the ‘new normal’, with the average weight now a stone more than it was 20 years ago.” (The Irish Independent, May 11)

Cliche of the Week appears in The Australian newspaper Mondays

(Chris Pash’s book, The Last Whale, a true story set in the 1970s, was published by Fremantle Press in 2008)

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Cliche of the Week 44 – Lucky Escape Cliche of the Week 46 – On the go

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