Buzzword: Techorate

What it means: “Techorate” was recently coined by LG Electronics, manufacturer of cell phones, flat-panel TVs, computer monitors, and home appliances, including ranges, refrigerators, and dishwashers. The company defines the term as “the integration of technology into the overall decorative theme of a home.”

Why the buzz? With all due respect to the marketing folks at LG, we see techorate as an anti-buzzword. It’s not that we disagree with the concept—figuring out where to put your TV, say the LG 60PY3D plasma model shown, so that it meshes with your furniture plan can be a challenge. But this design/decorating issue has existed for generations, and flat-panel sets might be easier to work with than the boxy cathode-ray TVs of old.

What’s more, buzzwords—and the trends that generate them—can’t just one day be decreed. They should start out among a small group of people, then find their way to larger groups before eventually going mainstream. “Ideas and products and messages and behaviors spread like viruses do,” wrote Malcolm Gladwell it in his 2000 best seller The Tipping Point: How Little Things Can Make a Big Difference.

As far as we can tell, techorate underwent no incubation period. It simply popped up in an LG press release, alongside the announcement that interior designer Doug Wilson would start working with the company to help consumers imbue their WiFi with proper feng shui. Wilson’s techoration tips are good but hardly merit a spot in the Buzzword pantheon, which includes greenwashing, neuroeconomics, reputation economy, and ruralpolitan.

The most important move in buying a plasma, LCD, or other television set is choosing a quality model. When it comes to highly rated gear, we can’t take LG to task for some of its products. In our latest testing, a plasma and an LCD from LG excelled; for home appliances, LG’s front-loading washers and its over-the-range microwave oven are winners.

Essential information: Read our latest reports on flat-panel TVs, microwave ovens, and washers and dryers.

Comments

[Susie]

My son and his friends already use the word "techorate". So I think LG is a little behind on the lingo! But good try!