_____is the New Black is Old

Following Cathie Black’s high-speed exit from her NYC education post, someone tweeted “Looking forward to all ‘the _______ is the New Black’ headlines when they pick a new schools chancellor.” Ugh, that I least looked forward to and voila, there it was plastered as predicted on NYC’s NBC Website.

Let me tell you why the snowclone, “X is the New Black,” produces a scowl. According to Language Log, a snowclone is defined as a neologism used to describe a type of formula-based cliche which uses an old idiom in a new context.

“Gray is the New Black,” was coined by Tom Wolff as a fashion distinction to note new neutrals in the 1980’s. Some 30 years later, its life cycle shows no signs of collapse, whether in headlines, billboards or books: “Gay is the New Black”, “GOP is the New Black,” Bitch is the New Black,” or “Bitter is the New Black.”

Sure, “paint a picture, tell a story” is a good rule of thumb for strategic communications. But “X is the New Black” has run its course like a tread-thinned tire. I think a freshly painted canvas commands more than a remixed story. Plus, isn’t it enough that music and fashion are king and queen of the cyclical crowns? Just saying. What do you say?