A poster has recently been created for a new exhibition at the Winnipeg Museum. Its bright bubbly lettering and images of cartoon dinosaurs beckon children of all ages to come and learn of one of earth's greatest mysteries. Scrawled across the top of the poster larger than any other text is one of the most foolish phrases ever moved beyond the scope of its original context and audience: "Size Does Matter!". What is the meaning of this expression in this context? Is an 8 year old supposed to read this advertisement as "Hey kid, in the same way the fact that people tell you the size of your penis is not necessarily correlated to the amount of pleasure you can dispense during intercourse and its NOT true, when it comes to the course of the natural history of the planet and the ability of animals to live, hunt, eat, die, and eventually fascinate you on a cold Saturday afternoon downtown with your parents, "Size Does Matter!".
Do not confuse the critique of the use of this expression with a diatribe on the downward spiral of morals in society. It is not the vulgarity of the statement that offends me. Rather it is the fact that the advertising agency lucky enough to win the contract from the Government of Manitoba has come up with this poster and if ever questioned will realize they have absolutely NO idea what exactly it is supposed to mean when presented to children. Their defense of using this phrase would be something to the effected of "It's just a saying.". When I pointed out the fact that the poster was not called for, the conversation went something like this:
Me: That poster is ridiculous.
Friend: Why? Size Does Matter?
Me: Yes, they're talking about dicks.
Friend: Oh yeah. That IS ridiculous.
What we observe here is a disconnect between meaning and expression and it's easy to see how this happens. It happens when a phrase used more in reflection (see: "double entendre") than in it's original meaning. When this phrase was first used as a pun, no doubt it was for a specific audience that never included children. There was a very large "wink wink" that was understood by the audience making it successful and memorable. Alas, with each use the wink becomes smaller and smaller until collectively we don't even know what was originally so funny and memorable in the first place. If one were to Google "Size Does Matter" you will observe that every advertisement, article, and blog entry that uses this phrase is doing so as a double entendre instead of a reference to actual penis size.
When the equivoque of a phrase is emphasized and comes to be used more than its original meaning is when a language deteriorates into what some modern English has become. (Granted I am big fan of Cockney and modern Ebonics, but the difference in this case is that the speakers of these are in on joke. They speak with intention and are self aware.)
There are many other phrases and ideas for which original meanings have been lost in the miasma of pop culture and whose new meanings really mean nothing at all. Another suitable example could be something like saying "Yeah Baby" like Austin Powers. Most 15-20 year olds who know these movies have never experienced the dry humor of Roger Moore and will never understand why Mike Meyers found this character funny, but they will still repeat it simply because it sounds "silly". It's just a saying.
Surely this is one indication of a culture without a sense of identity and no memory to speak of.
