The other day the mayor of my city from the podium of an event used the word “smartize” several times. Over and over I wondered what that meant, but it was pretty obvious. We were talking about smart cities, smart cities, i.e. connected and therefore intelligent, because they are able, through sensors, to generate real-time data on their operation and have computers capable of proposing or even making decisions with artificial intelligence systems.
Did you see how long it took me to explain the meaning? By “smarting” the mayor meant exactly this, make our city smart. After her other speakers took turns on the stage and we all used to “smartize” as we say good morning or what time it is. I’m not a conservative, not even on language. And several times in front of those who protested for too many English words we use I explained that words are a consequence of things, and that we use those words because certain things were created by people who spoke that language, usually English. Software is software and computers are computers, there is little to translate.
Then there are the words, usually verbs, derived from English words. How brandizzare, for example referring to an event, when you apply the logos and image of a sponsor, and then make a brand visible. Very used. And among the youngest also dissare, which derives from dissing, a term that comes from rap and which means disrespect not necessarily with a negative meaning (to understand response from Fedez and Renzi is a typical dissing).
I could go on forever: posting, tweeting and even laikare to like. I understand the horror of the purists and share it, but it is a losing battle. The strength of these words is invincible for a very simple reason: to render them in Italian you need concepts, sometimes even a couple of sentences. If you can say something with one word, ugly, instead of ten, you will inevitably do it.
We have to “smart”. Or anyway, even if we don’t want to, we will.
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