• September 2010
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Aspirational TV

I think the first time I heard the word aspirational was a few years ago. “We are trying to attract the aspirational shopper” said someone from Scottish Enterprise at an event leading up to the opening of Loch Lomond Shores The definition of this word, which has since my first hearing, slipped into everyday language, is desiring success, being ambitious.

Nothing wrong with that but I can’t help feeling there’s a whole sub text behind it. Some alternative suggestions for definitions would be “Look at me, I’m wearing jeans which cost £400” or “Look at me I’ve got a Mercedes convertible and a pair of shades which cost £500”

Or maybe just “Look at me”

Of course these are also definitions for fud (the Scottish word, not the management speak Fear, Uncertainty, Doubt acronym)

Don’t get me wrong here, like most folk I live in the nicest house I can afford (and if I may say so it is a very nice house) and drive the best car I can.

But I’m fairly happy with my lot. I wouldn’t consider myself as being “aspirational”.

Maybe that’s why I don’t shop at Loch Lomond Shores.

If I’m on a shore at Loch Lomond I’ll probably be boiling up a cup of tea on a stove I bought on Ebay for £8!

When I was checking the definition for aspirational, I read about Labour leadership candidate Andy Burnham’s idea of “aspirational socialism”.

Nearly laughed out loud so I did.

All of which is a long winded and roundabout way of showing you this clip of Charlie Brooker sent to me by BLFP correspondent Bobby.

This is fantastic.

4 Responses

  1. I’m with him.

  2. My modest aspirations only ever stretched to beer, sex and football.

    Sadly these days the football ain’t as good as it used to be.

  3. […] Big Rab at the always wonderful Ben Lomond Free Press looks at the prolofereation of the word aspirational and asks what it really means. […]

  4. I am not sure if you pick up old comments as this offers a nice postscript to your post.

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