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- W4232188921 abstract "In the fall of 2006 a typical American couple named Jim and Laura drove an RV from Nevada to Georgia, blogging about their encounters with Wal-Mart employees and customers. Because Wal-Mart was one of their favorite stores, they found plenty to praise, including the morale of clerks and corporate health care benefits. Yet there was another reason their excursion reflected so well on the notoriously ruthless company: the trip was financed, and their blogging paid for, by Wal-Mart’s public relations agency. Less besotted by big box stores than were Laura and Jim, other bloggers soon began taunting them, publicly questioning whether WalmartingAcrossAmerica.com was a sham. The backlash threatened to go viral. The site was hastily dismantled, and the PR firm brusquely apologized. Yet the incident was immortalized on the strength of a word that perfectly embodied the flacks’ marketing folly. Walmarting Across America became the first big flog. Flog is not an unusual coinage for the web, where words are routinely mashed up to accommodate intersecting ideas and high-speed typing. Films combining porno and gore are sometimes dubbed gorno, and the proliferation of girdles for men has begotten the mirdle. Even flog has had several other incarnations, including abbreviations for family blog, food blog, photo blog, and For the love of God. What distinguishes the current example is the cunning play on words, the sly (if less than subtle) reference to flogging, old slang for selling goods of dubious merit, derived from cant for flagellation. Used in reference to flack blogs such as Walmarting Across America, flog sounds like what it is: a term for PR chicanery. Flog has much to recommend it linguistically, not least its appropriation of blog, one of the most successful neologisms in Internet history. Yet despite its mix of pedigree and wit, flog is well on its way to oblivion. Flog has foundered for many of the reasons that blog has flourished, and their apparent similarities reveal their real differences. Both words originated as contractions, yet blog was almost as arbitrary as flog was deliberate." @default.
- W4232188921 created "2022-05-12" @default.
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- W4232188921 date "2010-11-11" @default.
- W4232188921 modified "2023-09-24" @default.
- W4232188921 title "Flog" @default.
- W4232188921 doi "https://doi.org/10.1093/oso/9780195398540.003.0019" @default.
- W4232188921 hasPublicationYear "2010" @default.
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