Dear Paul,
You don't really know me; we have only met once in person and that was a brief encounter last summer at the Khyber AGM. I am writing because I feel I have some good advice for you. It has to do with a certain phrase that I understand you are promoting in the hopes that it will graduate from mere phrase to catch-phrase status. That phrase, as you may have already guessed, is "next modern".
I agree in principle that modernity needs to be taken to the next level. What comes after post modern? What's next? However, I'm not sure that "next" is an ideal choice of word. While it does contain the letter X, which does of course have an inherent sexiness to it, the fact is that "next" is an overused word. Perhaps it's because I have a background in science and computers, perhaps not. But I see "next" everywhere. "Next Generation internet apps." "Take communications/programming/gaming/whatever to the Next Level." "Star Trek: The Next Generation." Thus along with the cache of word recognition for "next" comes the stigma of the all too familiar.
Don't get me wrong. I do like the word next. On paper the term looks great. Next Modern. NeXt Modern! But then try saying it. X, T, M. Three consonants, all in a row. It sort of gets caught in the back of the mouth, doesn't it?
But what to use in its place, you ask? Apparently someone out there has coined the phrase "trans modern". While this has a certain appeal of being world-wide or universal, it doesn't give one the impression of moving forward. Advancement. "Nouveau Modern" could work, and given your personal interest Art Nouveau I'm sure it has some appeal. But again, you need to be looking toward the future, not of movements past. That's why "Fauvist Modern" isn't even on the table.
But wait a minute...toward the future did I say? The design of the future, did I not ever say? Exactly!
Paul, may I now heartily endorse the catch-phrase, and herald the beginning of a new movement known as "Future-Modernism!" It's almost a paradox: the future is now. It rolls off the tongue with ease. People will sit up and take notice. "What is this Future-Modern of which Paul Greenhalgh speaks? It piques my curiosity! I must find out more!"
You are welcome and encouraged to use the term for public lectures, in art and design journals, and wherever else you see fit. I expect no remuneration for coining the phrase, other than an autographed copy of your memoirs and free reign to explore new and exciting forms of music inspired by Future-Modern artists and to label said music the Future-Modern movement.
Hope to see you on Tuesday.
Sincerely,
Roderick Affleck
President of Northwood Ranch
