Contact, Verb (From Wilson Follett, 1966, Modern American Usage, ed. Jacques Barzun)

Persons old enough to have been repelled by the verb contact when it was still a crude neologism may as well make up their minds that there is no way to arrest or reverse the tide of its popularity. Persons young enough to have picked up the word without knowing that anyone had reservations about it may as well make up their minds that a considerable body of their elders abominate it and would despise themselves if they succumbed to the temptation to use it. In this converted noun we have the perfect example of a coinage that has thirty or forty more years of intolerance to face from a dwindling minority of conservatives while enjoying the full approval — and, more important, the increasing use — of a growing majority that will eventually be unanimous. This clash of generations — a forlorn cultural resistance or a healthy disposition to make the most of linguistic growth, according to how you look at it — is one of the standard phenomena of change.

If in doubt, contact your physician — this locution is as natural to the American of thirty as it is grotesque to the American of sixty, for whom the idea of surfaces touching is the essence of contact. The elderly can therefore see no fitness and no use for the word in its new sense, when the vocabulary already provides consult, ask, approach, get in touch with, confer with, and simply see. Their juniors can perceive no point in forgoing so plainly useful an invention.

The conservative retains one advantage: no one insists that he must use contact, and if he sticks to consult and other inconspicuous synonyms no one will even notice his abstention. But this argument is unlikely to persuade the addicts of contact, who exploit the word because it sounds brisk and comprehensive.

Two other ‘vogue words’ in the same category of nouns converted into verbs for ‘dynamic’ reasons are implement and process. A plan or program is implemented when supplied with the practical apparatus — appropriations, staff, schedule, or what not — needed to carry it out. The word is perhaps a shade less harsh than contact, very likely because of its analogy with tool and retool, standard words for a factory’s preparing to undertake new or increased production. With implement the layman can sound technical. As for the second word, an application, request, memorandum, or some other document is processed when it goes through the usual sequence of consideration, approval, and execution. The word sounds as if it should mean something more exact than considered, appraised, weighed, handled, studied, dealt with, etc., but does it?

It is to be noted that all three of these currently fashionable verbs — contact, implement, process — belong to the proliferating vocabulary of bureaucratic organization, the patter of officialdom. This is a linguistic medium that practically everyone not immersed in it systematically mocks, but meanwhile its toxic properties undermine our resistance, and in the end contemporary speech becomes, regardless of the occasion, more and more bureaucratic.