1.1.1.57

Dan in the corner is the Associate of Communications. Everybody in this office is an Associate of something - marketing, quality assurance, public relations. There used to be more Directors and Vice-Presidents but over time these positions were all migrated to the much more neutral language of Associate. This designation creates a wonderfully diffuse hierarchy for the company to work with, as the employees are presented less as subject experts and more as acquaintances and well-wishers of the nebulous business concepts in their charge. At any time an employee’s worth to the larger organization can be enthusiastically praised or summarily dismissed with just a small shift in rhetorical emphasis; a broad change in focus from advertising to consumer awareness and the Associate of Advertising has been successfully disassociated. That was Phil last month, now without association or context, presumably walking the frozen streets in a stupor. Tim was hired in his stead, previously a camp counselor and orienteering instructor, now sweating it out in the uncomfortable cubicle complex in the middle of the room, trying to figure out what consumers he’s aware of if any. He’s associated with their concerns still in title only, and this makes him understandably nervous.