"Punctuation" - Grammar! - Lexicography?
"Its a funny thing, punctuation and the effect it has, on you're grammar." Let's try that again... it of course should be written 'It's a funny thing punctuation and the effect it has on your grammar?' But without the inverted commas - you get the idea.
With the explosion of texts, tweets and posts as a daily form of communication, popular culture seems to accept the shortening and dispensing of the normal rules of written English. So, BTW / LOL / LMAO have all become accepted standard abbreviations of:
By The Way / Lots Of Love / Laugh My Arse Off!
The use of numbers as a way of a short cut to save time, characters and thereby mobile 'phone charges, has also found it's way into the lexicon; Before becomes b4, Great - GR8, Mate - M8, Tomorrow - 2m'row and so on.
These shorten forms - this modern shorthand, has begun to migrate into business via email which challenges and asks all sorts of questions; How does this effect the reader's perception of the writer and in turn the Brand? Does it question the educational standards of the person using these new forms? Perhaps so and most certainly in a formal corporate scenario.
Could you imagine your bank corresponding in such terms: "Your facility expires 2m'row and BTW why not check our GR8 nu website"?
It's a funny thing punctuation and the effect it has on
For the organisation that looks after your money, that expects to be trusted and respected, that has built and based its entire brand character on delivering such virtues, to then communicate in such a way, is surely unthinkable?!
But in less formal areas of business that predominantly targets a youth market, such as Music, Fashion and Design, it is a real possibility. To use this new style in corporate communications when speaking to their audiences is after all just using language and modes of speech used by that audience on a daily basis; in receipt of such messages, would this demographic think any more or less of the sender and the brand? Interesting isn't it?! Would that same bank mentioned previously, actually win a new customer by corresponding in this lexicon, after all that young person will most probably be using it themselves in hundreds of daily texts, emails, tweets and posts on Social Media sites.
For all brands now participating in Social Media... the grey area, the Cross over is where the corporate ethos of the brand character meets the brand marketing message - Will the wider populous tolerate these shorten forms and changes in English across all media? We will just have to wait and see.